Pengaruh Tayangan Televisi, Celebrity Endorsement, Terhadap Citra Merek (Brand Image) Kosmetik Maybelline (original) (raw)
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Jurnal Multidisiplin Madani, 2022
This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer feelings. Perceived brand quality has a positive and significant influence on purchasing decisions. So it can be said, the perceived brand quality that is felt by consumers is able to influence purchasing decisions for Ms Glow cosmetic products in North Jakarta. Brand image is not able to mediate the influence of celebrity endorsement on purchasing decisions. So it can be said that celebrity endorsements have not been able to form a good brand image in the minds of consumers, so it cannot influence the purchase decision of Ms Glow cosmetic products in North Jakarta. So it can be said, celebrity endorsements that are carried out are able to create the quality of the brand perceived by consumers will increase, so this will have an impact on purchasing decisions for Ms Glow cosmetic products in North Jakarta
2019
The purpose of this study was to examine the effect of celebrity endorser and brand image on consumers willingness to buy Maybelline products at the University of Muhammadiyah Malang. The method used in this study was a quantitive method. The analysis tool by employing a perceptional index and multiple regression test. The independent variable (X) in this study constitutes celebrity endorser and brand image. Henceforth, the dependent variable (Y) in this study was the consumer’s willingness to buy. The population taken in this study were students female at the University of Muhammadiyah Malang with an unknown number. The sampling technique is utilizing nonprobability sampling techniques. The sample was taken in this study by about 120 respondents. It can be tapped from the study that: (1) Celebrity endorser has a positive effect on consumers willingness to buy Maybelline products. (2) Brand image has a positive effect on consumers willingness to buy Maybelline products. (3) Brand im...
Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek
Jurnal Bisnis dan Manajemen, 2021
The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive sampling method with a questionnaire. Data were analysed with SEM AMOS 24 with the results of the study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no significant direct effect on purchasing decisions. Intervening variable testing shows that there is an indirect effect between celebrity endorsers on purchasing decisions through brand image variables.
Pengaruh Celebrity Endorser dan Periklanan Terhadap Brand Image (Peran Digital Marketing)
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Keterlibatan selebriti dalam rekomendasi produk merupakan suatu hal yang menarik untuk diteliti. Dukungan selebriti adalah strategi komunikasi pemasaran umum untuk membangun citra merek dan kesadaran merek. Penelitian ini mencoba menganalisis factor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti. Penelitian ini memiliki empat variabel yaitu celebrity endorser, advertisement, brand image, dan brand awareness. Sampel dalam penelitian ini adalah 293 konsumen produk X. Metode analisis dalam penelitian ini adalah analisis partial least squares (PLS). Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Terdapat pengaruh celebrity endorser terhadap brand image, terdapat pengaruh advertisement terhadap brand image, terdapat pengaruh brand image terhadap brand awareness, terdapat pengaruh celebrity endorser terhadap brand awareness yang dimediasi oleh brand image, dan terdapat pengaruh advertisement terhadap brand awareness yang dimediasi oleh br...
2023
Penelitian ini bertujuan untuk mengetahui apakah Brand Image dan Product Quality berpengaruh terhadap Purchase Intention yang dimediasi oleh Promosi. populasi dalam penelitian ini adalah seluruh konsumen Produk kosmetik Maybelline di Sidoarjo kota yang pernah melakukan pembelian serta menggunakan kosmetik Maybelline. Teknik pengambilan sampel Purposive Sampling. Responden ditetapkan berjumlah 100 orang. Data dalam penelitian berasal dari data primer diperoleh melalui kuisioner yang disebarkan. Analisis data dengan path analisis yang dioperasikan melalui program PLS. Teknik analisis data yang digunakan yaitu inner model, outer model, pengujian hipotesis dan pengujian efek mediasi. Hasil penelitian menunjukkan bahwa Brand Image tidak memiliki pengaruh terhadap Promosi, Product Quality memiliki pengaruh terhadap Promosi, Brand Image memiliki pengaruh terhadap Purchase Intention, Product Quality memiliki pengaruh terhadap Purchase Intention, Promosi tidak memiliki pengaruh terhadap Purchase Intention, Promosi tidak mampu memediasi hubungan antara Brand Image dan Purchase Intention, dan Promosi tidak mampu memediasi hubungan antara Product Quality dan Purchase Intention.
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This study has the main objectives, namely to inform the effect of celebrity endorsement on the brand image of Nature Republic skincare, to inform the influence of celebrity endorsement on the purchasing decision of Nature Republic, to inform the influence of brand image on the purchasing decision of Nature Republic, and to inform the influence of celebrity endorsement on purchasing decisions through brand image skincare Nature Republic. The sampling technique used is non-probability sampling. To determine the number of sample respondents using purposive sampling technique, the sample obtained is 100 respondents using Nature Republic. The data analysis technique needed in this research is Structural Equation Modeling (SEM) with PLS (Partial Least Square) software. The results of the analysis obtained in this study are that each variable has a positive effect on each other.Keywords: Celebrity Endorsement, Purchase Decision, Brand Imag
Jurnal Mitra Manajemen, 2021
Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh selebriti endorser, label halal terhadap minat beli dan loyalitas pelanggan dengan citra merek sebagai variabel intervening pada sebuah produk kosmetik Sariayu. Pemilihan sampel dalam penelitian ini dilakukan dengan teknik covariance sampling dengan kriteria wanita Muslim di Indonesia khususnya Yogyakarta yang menggunakan produk kosmetik Sariayu dan juga Chelsea Olivia sebagai selebriti endorser didalam iklan tersebut. Data dilakukan menggunakan kuesioner dengan 251 responden. Metode analisis data yang digunakan adalah metode kuantitaif dan pengujian hipotesis menggunakan model SEM. Hasil penelitian menunjukkan bahwa hanya faktor kepercayaan dari celebrity endorser yang berpengaruh signifikan terhadap citra merek, minat beli dan loyalitas pelanggan, pengetahuan berpengaruh terhadap minat beli, label halal berpengaruh terhadap citra merek dan minat beli, sedangkan pengetahuan tidak berpengaruh signifikan terhadap citr...