Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Melalui Brand Image Skincare Nature Republic (original) (raw)
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Jurnal Manajemen Pemasaran
Penelitian terdahulu menunjukkan bahwa celebrity endorsement berpengaruh terhadap purchase intention konsumen. Walaupun demikian, mekanisme yang menghubungkan kedua variabel tersebut sering kali tidak menjadi topik bahasan. Penelitian ini bertujuan untuk meneliti brand image sebagai variabel intervening pada pengaruh celebrity endorsement terhadap purchase intention. Skin care Nature Republic dengan group vokal NCT 127 asal Korea sebagai celebrity endorser menjadi obyek penelitian ini. Data berasal dari penyebaran kuesioner secara purposive sampling kepada 170 responden pengguna produk skin care Nature Republic selama 3 bulan terakhir (Januari-Maret 2021), yang mengenal brand Nature Republic, dan familiar dan paham karakter NCT 127. Teknik analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa brand image memiliki peran mediasi pada pengaruh signifikan celebrity endorsement terhadap purchase intention.
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Jurnal Manajemen Pemasaran, 2015
Penelitian ini bertujuan untuk menganalisa pengaruh dari Credibility, Attractiveness, dan Power terhadap Purchase Intention produk kecantikan Pond'sdengan mempertimbangkan faktor Brand Image (Sincerity, Excitement, Competence, dan Shophistication).Penelitian dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang pernah melihat iklan Pond's dalam waktu 2 bulan terakhir. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis. Hasil penelitian menunjukkan bahwa variabel yang berpengaruh signifikan hanya Attractiveness, Power, Brand image dan Purchase intention.
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Pengaruh Brand Ambassador, Brand Image Dan Korean Wave Terhadap Keputusan Pembelian Nature Republic
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Keadaan dunia yang masih diselimuti suasana pandemi virus corona COVID- 19 nyatanya pula bawa kesempatan positif untuk beberapa zona bisnis. Salah satunya ialah kebutuhan perawatan kulit ataupun kecantikan yang ialah salah satu industri besar yang lagi tumbuh pesat sebab menyadari berartinya melindungi kecantikan. Tujuan penelitian ini untuk menganalisis Pengaruh Brand Ambassador, Brand Image Dan Korean Wave Terhadap Keputusan Pembelian Nature Republic. Populasi dalam penelitian ini yaitu konsumen yang pernah melakukan pembelian Nature Republic dimana sampel yang diambil sebanyak 250 responden dengan menggunakan teknik purposive sampling adalah konsumen yang pernah membeli produk Nature Republic. Penelitian ini menggunakan metode SEM (Structural Equation Modeling) perangkat lunak AMOS versi 24. Hasil penelitian membuktikan bahwa Brand Ambassador, Brand Image dan Korean Wave berpengaruh terhadap Keputusan Pembelian Nature Republic.
Hubungan Celebrity Endorser Terhadap Perilaku Pembelian Produk Kecantikan Merek X
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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
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Penelitian ini dilakukan untuk mengatuhui pengaruh variabel country of origin dan celebrity endorser terhadap keputusan pembelian pada produk nature republic aloe vera 92% shooting gel. Pada penelitia ini menggunakan metode deskriptif dan verifikatif dan pada penelitian ini pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yang merupakan konsumen nature republic aloe vera 92% shooting gel. Teknik sampling menggunakan simple random sampling. Hasil penelitian ini diketahui bahwa terdapat pengaruh country of origin terhadap keputusan pembelian produk nature republic aloe vera 92% shooting gel sebesar 36,9% dan country of origin memiliki kontribusi sebesar 20,6% terhadap keputusan pembelian. Terdapat pengaruh celebrity endorser terhadap keputusan pembelian produk Nature Republic Aloe Vera 92% Shooting Gel sebesar 30,5% dan celebrity endorser memiliki kontribusi sebesar 16,3% terhadap keputusan pembelian. Dan terdapat pengaruh simultan dari country of origin da...
Eqien: Jurnal Ekonomi dan Bisnis, 2021
Social media which initially only functioned as a medium to expand friendships and share one's daily activities, is now starting to turn into a platform used by many companies to share information and carry out marketing activities. One of the marketing strategies carried out by the company through social media is to use the services of an endorser to promote its products through the endorser's personal social media account. There are three types of endorsers studied in this study, namely celebrity endorsers, influencer endorsers, and online customer reviewers, each of which has its own advantages. Therefore, the purpose of this study is to analyze the difference or comparison of the influence of the credibility of the three types of endorsers above on consumer buying interest in the same product. The products used in this study are skincare products. This research was conducted using purposive sampling method by distributing questionnaires to 100 respondents for each type o...
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.