PENGARUH CELEBRITY ENDORSER, ELECTRONIC WORD OF MOUTH DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW DI LAZADA
Article Sidebar
Main Article Content
Abstract
This study aims to determine: (1) the influence of celebrity endorsers on purchasing decisions of ms.glow on lazada, (2) the effect of electronic word of mouth on purchasing decisions of ms.glow on lazada, (3) the influence of social media on purchasing decisions of ms.glow on lazada, and the influence of celebrity endorsers, electronic word of mouth, and social media on purchasing decisions for ms glow at Lazada. This study used a descriptive method by collecting primary data by distributing questionnaires to a sample of 100 respondents who were at least 17 years old. The results obtained from this study are (1) there is a significant influence of celebrity endorser, on the purchasing decision of ms. word of mouth, the purchase decision for ms glow on lazada is said to have a sig value of 0.006 <0.05 and a t-count value of 2.814 > 1.98498, (3) there is a significant influence on social media, there is a purchase decision for ms.glow on lazada it is said that the sig value is 0.048 < 0.05 and t value 2.003 > 1.98498, (4) there is a significant influence of celebrity endorsers, electronic word of mouth, and social media on purchasing decisions ms. glow in Lazada said a sig value of 0.000 <0.05 withf count of 16.637 > 2.70
Article Details
References
Amirullah. 2015. Pengantar Manajemen. Jakarta: Mitra Wacana Media.
Armstrong, G., & Kotler, P. (2017). Principles of Marketing. 17th red. New York.
Assael, H. 2014. Consumer Behavior: A Strategic Approach, 6thed. Boston, MA: Houghton Mifflin Company
Badrudin. 2014. Dasar-Dasar Manajemen. Cetakan Kedua. Bandung: Alfabeta.
Juju, U., Arizal, N., & Waldelmi, I. (2023). Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah. Journal of Retailing and Consumer Services, 70, 103146.
Kietzmann, & Canhoto. (2013). Bittersweet! Understanding and Managing Electronic Word Of Mouth. Journal of Public Affairs, 18.
Kotler, P dan Amstrong. 2018. Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat. Jakarta.
Kotler, P dan Keller, K.L. 2016. Manajemen Pemasaran Jilid I. Erlangga. Jakarta.
Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Sukabumi: CV Al Fath Zumar.
Limakrisna dan Purba, 2017. Manajemen Pemasaran Teori dan Aplikasi Dalam Bisnis. Edisi kedua, Penerbit : MitraWacana Media, Jakarta
Manap (2016). Revolusi Manajemen Pemasaran, edisi pertama, Penerbit PT. Mitra Wacana Media, Jakarta.
Nasrullah, 2016, Media Sosial Perspektif Komunikasi, Budaya, Sosioteknologi, Cet.kedua, Simbiosa Rekatama Media, Bandung
Nofrizal, N., Efrita Soviyanti, S., Zulia Khairani, K., Wakhid Slamet Ciptono, S. C., & Mamduh Mahmadah Hanafi, M. H. (2019). Finding Most Effective Strategy for MSMEs Food Souvenir in Indonesia. Academy of Strategic Management Journal, 18(2), 1-4.
Nofrizal, Lubis, N., Sucherly, Juju, U., N, A., & Listihana, W. D. (2022). The key to success increasing customer satisfaction of SMEs product souvenir food. Cogent Business & Management, 9(1), 2084897.
Nofrizal, N., Sucherly, S., Juju, U., Khairani, Z., Soviyanti, E., Hadiyati, H., & Arizal, N. (2023). Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?. Binus Business Review, 14(2), 147-161.
Nofrizal, N., Arizal, N., Waldelmi, I., Aznuriyandi, A., Khairani, Z., & Juju, U. (2022). Strategy Analysis of the Implementation of the MBKM Curriculum at the University. AL-ISHLAH: Jurnal Pendidikan, 14(4), 5853-5872.
Peter, J Paul dan Olson, Jerry C., Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran, Edisi keempat, Erlangga.
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2014). Consumer Behaviour. London: Pearson
Sudaryono. 2016. Manajemen Pemasaran Teori Dan Implementasi. Yogyakarta: AND
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet.
Sumarsan. 2013. Sistem Pengendalian Manajemen, Edisi 2, PT Indeks, Jakarta
Sunyoto. 2019. Dasar-dasar Manajemen Pemasaran (Konsep, Strategi dan Kasus). Cetakan Ke-3. Jakarta: PT. Buku Seru.
Thompson, M. A. (2016). Crafting and executing strategy: the quest for competitive advantage, concepts and readings. New York: McGraw-Hill Education.
Tjiptono dan Anastasia Diana. (2020). Pemasaran, Edisi I, Yogyakarta: Andi Offset.
Tjiptono. 2016. Service, Quality & satisfaction. Yogyakarta. Andi.
Ekasari, Novita. 2014. Pengaruh Promosi Berbasis Sosial Media Terhadap Keputusan Pembelian Produk Jasa Pembiayaan Kendaraan Pada PT. BFI Finance Jambi. Jurnal Penelitian Universitas Jambi Seri Humaniora, Vol. 16, No. 2, Hal: 81-102.
Evan, A., Gunawan, A. A., Pardede, C. A., Wibowo, F. H., & Noviyandi, R. (2021). How Celebrity Endorsement Influences Consumer ’ s Purchase Intention of Fashion Products on Instagram. 4(1), 44–56.
Kresnardi, V. C. (2017). Pengaruh Celebrity Endorsement Terhadap Buying Intention Melalui Self-Brand Connection Pada Dum Dum Thai Drinks Surabaya.Jurnal Strategi Pemasaran, 4(1), 8.
Moeed Ahmad Sandhu , Syeda Shawana Mahasan and Asad ur Rehman, 2014. The Impact Of Brand Image and Celebrity Endorsement On Consumers Purchase Preference for Fashion Product.Journal Indian Streams Research. 4(2): h: 1-10
Oladepo & Odunlami Samuel Abimbola. 2015. The Influence of Brand Image and Promotional Mix on Consumer Buying Decision, British Journal of Marketing Studies, Vol. 3, No.4, Hal. 97-109
Putri, C. S. (2016). Pengaruh Media Sosial Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Start-Up Bisnis, 1.
Sindunata, Ivan., & Bobby Alexander Wahyudi., (2018), Pengaruh e-WOM (ElectronicWord-of-Mouth) Terhadap Keputusan Pembelian Di agoda.com
Syafaruddin Z, S. S. (2016). Pengaruh Komunikasi Electronic Word of Mouth Terhadap Kepercayaan (Trust) dan Niat Beli (Purchase Intention) Serta Dampaknya Pada Keputusan Pembelian (Survey Pada Konsumen Online Shopping