scholarly journals The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention

2021 ◽  
Vol 19 (2) ◽  
pp. 33
Author(s):  
Devi Noviyanti ◽  
Restu Khaliq
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Celebrity Endorser ◽  
Version 2.0 ◽  
Celebrity Endorsers

Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

scholarly journals Pengaruh Inovasi Produk dan Selebriti Endorser terhadap Niat Beli Ulang Sepeda Motor Otomatis Honda

2018 ◽  
Vol 8 (1) ◽  
pp. 43
Author(s):  
Rezkianto Akbar
Keyword(s):  
Product Innovation ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
T Test ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

 Honda Automatic motorcycle is best-selling Automatic motorcycle in Indonesia, in September 2014 - February 2015 Honda Automatic motorcycle sales declined notably Honda Vario Series amounted to 24.8%, and at the end of January 2015 Honda launched its newest Honda Automatic motorcycle Vario 150 ESP with various innovations performed, as well as using VJ Daniel Mananta as a celebrity endorser for communicating the latest product. This study are to analyze and discuss the influence of product innovation and celebrity endorser to re-purchase intention of Honda Automatic motorcycle. Based on the results of the t test is known that a product innovation has significant effect, while celebrity endorser has no significant effect on purchase intentions on Honda Automatic motorcycle. The contribution of product innovation and celebrity endorsers to the re-purchase intention of Honda Automatic motorcycle is 21.4%, while the rest influenced by other variables that are not used in this study.

scholarly journals PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM DAN CELEBRITY ENDORSER ( SELEBGRAM ) TERHADAP MINAT BELI (studi kasus pada toko online shop Keripik pisang coklat Krispbo.id ).

2020 ◽  
Vol 6 (1) ◽  
pp. 81-97
Author(s):  
Heny Herawati
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Purchase Intention ◽  
Coefficient Of Determination ◽  
The Social ◽  
Celebrity Endorser ◽  
Positive Effect ◽  
Celebrity Endorsers

ABSTRAK             Tujuan penelitian ini untuk mendapatkan bukti empiris mengenai “Pengaruh Iklan Media Sosial Instagram, dan celebrity endorser terhadap minat beli konsumen (studi kasus pada toko online shop Keripik pisang coklat Krispbo.id ). Pengujian hipotesis menggunakan analisis regresi berganda . Berdasarkan hasil analisis data dan pembahasan, secara parsial variabel Iklan Media Sosial Instagram (X1) berpengaruh positif teradap minat beli (Y). Variabel celebrity endorser (X2) secara parsial berpengaruh positif terhadap minat beli (Y). Secara simultan iklan media sosial instagram dan celebrity endorser berpengaruh signifikan terhadap minat beli. Koefisien determinasi sebesar 65,2% yang dijelaskan oleh iklan media sosial instagram dan celebrity endorser sedangkan sisanya 34,8%  yang tidak diteliti, seperti harga, kualitas, distribusi dan lain sebagainya.   Kata kunci : Iklan media sosial instagram, celebrity endorser, dan minat beli.   ABSTRACT             The purpose of this study was to obtain empirical "Effect of Instagram Social Media Ads, and celebrity endorser on buying interest online shop consumers (case study on the online shop of Keripik pisang coklat Krispbo.id). Hypothesis testing uses multiple regression analysis. Based on the results of the data analysis and discussion, partially the Social Media Ads variable Instagram (X1) has a positive effect on buying interest (Y). The celebrity endorser (X2) variable partially has a positive effect on buying interest (Y). Simultaneously Instagram social media ads and celebrity endorsers have a significant effect on buying interest. The coefficient of determination of 65.2% is explained by Instagram social media advertisements and celebrity endorsers while the remaining 34.8% is not examined, such as price, quality, distribution etc.   Key words : Instagram Social Media , celebrity endorser and purchase intention.

scholarly journals The Effect on the Information Quality of Mobile Advertising on Brand Attitudes and Purchase Intention in Instagram

2019 ◽  
Vol 1 (2) ◽  
pp. 22-31
Author(s):  
Egan Evanzha Yudha Amriel
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Purchase Intention ◽  
Information Quality ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Third Party ◽  
Brand Attitudes ◽  
Mobile Advertising

In this study, social media Instagram is an application to share the photos and video that is currently widely used for culinary business purposes accessible in the mobile channel. This study aims to determine the effect on the information quality of mobile advertising on brand attitudes and purchase intention. Media research used a third party, namely the culinary @wenaktok in displaying advertisinginformation of a food product because the third party has a better effect in advertising rather than a corporate account. The approach used in this study is the quantitative approach. Type sampling technique of non-probability sampling in this study was convenience sampling.Respondents in this study were 152 respondents who are users of Instagram. Analysis technique used in this study isPartial Least Squares (PLS). This study has shown that the information quality of mobile advertisinghas a significant influence on ads attitudes, brand attitude, and purchase intention. The ads attitude has a significant influence on purchase intentions and brand attitudes. The brand attitude has an influence on consumers' purchasing intentions.The conclusion was that the information quality of mobile advertising in @wenaktok account has a significant influence on the ads attitudes, brand attitudes, and purchase intentions of consumers in food products advertised on social media Instagram through culinary account. So that @wenaktok culinary accounts has information quality mobile advertising that is good to used to advertise in Instagram.

scholarly journals The Influence Of Celebrity Endorser Toward Emotional Attachment And Brand Trust That Impact To Purchase Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 1-20
Author(s):  
Ursula Natalia ◽  
Mohamad Rizan ◽  
Rahmi
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Purchase Intentions ◽  
Survey Method ◽  
Emotional Attachment ◽  
Brand Trust ◽  
Celebrity Endorser

The purpose of this study is to determine the influence of celebrity endorser on purchase intention with emotional attachment and brand trust as an intervention. This study uses a survey method as a data technique using a questionnaire that is distributed by online. The sample used in this study are 210 women who had never used ESQA Cosmetics in Jabodetabek. This study is using a purposive sampling technique. The SEM (Structural Equation Model) method that will be used in this research is using data processing tools, namely SPSS version 24 and Lisrel. The findings indicates that 1) celebrity endorser has a positive and significant influence on emotional attachment, 2) celebrity endorser has a positive and significant influence on consumer purchase intentions, 3) emotional attachment has a positive and significant influence on consumer purchase intentions, 4) brand trust has a positive and significant influence on consumer purchase intentions, 5) celebrity endorser has a positive and significant influence on consumer purchase intentions. Keywords : Celebrity Endorser, Emotional Attachment, Brand Trust, Purchase Intention, ESQA Cosmetics.

scholarly journals Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli pada Burger King Indonesia

2021 ◽  
Vol 9 (2) ◽  
pp. 478
Author(s):  
Agatha Christy Avega Dumatri ◽  
Tias Andarini Indarwati
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Significant Influence ◽  
Fast Food ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Sampling Techniques ◽  
Fast Food Restaurants

Competition for fast food restaurants is so fierce that companies need to find ways to do marketing wisely. Social media is one of the growing platforms that can be used as a marketing medium to reach consumers widely and quickly, which will lead to the emergence of consumer purchase intentions. This study aims to examine the effect of viral marketing and brand awareness on purchase intention. This study used 200 respondents with non-probability sampling techniques, and the method used was judgmental sampling were distributed using online questionnaires. Data were analyzed using multiple linear regression. This study found that viral marketing and brand awareness have a significant influence on purchase intention “Burger King Indonesia”. Based on the result, it can be used as a recommendation “Burger King Indonesia” in increase brand awareness more among competitors and have an impact to purchase intention.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Social Media Advertising and Consumer Perception on Purchase Intention

2020 ◽  
Vol 76 ◽  
pp. 01055
Author(s):  
Widjojo Suprapto ◽  
Ken Hartono ◽  
Hakim Bendjeroua
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Building Material ◽  
Purchase Intention ◽  
Industrial Revolution ◽  
Sampling Technique ◽  
Consumer Perception ◽  
Quantitative Approach ◽  
Customer Perception ◽  
Purposive Sampling

In the era of Industrial Revolution 4.0, many companies are using social medias as one of their promotional tools, especially Instagram. The aim of this research is to investigate the influence of Instagram advertising and consumer perception on purchase intention in local building material stores. As this research is using a quantitative approach, the data are collected using questionnaires. The population of this research is the customers who have done several purchases and have followed the stores’ Instagram accounts. Out of the whole population, a number 100 respondents are selected through a purposive sampling technique. The collected data are processed using a SmartPLS program, with the results of no significant influence between Instagram advertising and purchase intention. However, the Instagram advertising has a significant influence on purchase intention through customer perception as the Instagram advertising has a significant influence on customer perception. Therefore, customer perception acts as the intervening variable in this research.

scholarly journals RELATIONSHIP BETWEEN ADVERTISEMENT AND PURCHASE INTENTION ON HALAL COSMETIC PRODUCTS IN MALAYSIA

2019 ◽  
Vol 7 (3) ◽  
pp. 683-694
Author(s):  
Salwani Arbak ◽  
Rabiul Islam ◽  
Harun Al Rasyid
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Negative Impact ◽  
Critical Role ◽  
Muslim Women ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Cosmetic Products ◽  
Advertising Ethics ◽  
Islamic Ethics

Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia. Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia. Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics. Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.

scholarly journals Celebrity Endorser & Attitude towards Celebrity results in Purchase Intention – A study with reference to Chennai City

2015 ◽  
Vol 2 (10) ◽  
pp. 1 ◽  
Author(s):  
S. Dinesh Kumar ◽  
V. Hemanth Kumar
Keyword(s):  
Purchase Intention ◽  
Wide Spectrum ◽  
Purchase Intentions ◽  
Target Audience ◽  
Celebrity Endorsements ◽  
Corporate Credibility ◽  
Individual Perception ◽  
Celebrity Endorser ◽  
Chennai City ◽  
Structured Questionnaire

The current hustle & bustle scenario in product promotion every product promoter and manufacturer are forced to promote themselves in a colossus way to attract the target audience. Though advertisements have been an imperative medium of promoting using of opulent stars in ads will fetch them the extra mileage which they anticipate. To prove this there has been a revolution of celebrity endorsements which happens in wide spectrum of products promotion. By travelling on this ideology this study aims to consider the roles of individual perception on celebrity endoser & attitude towards celebrity and also its relationship with corporate credibility and product attractivenss which yields in Purchase Intention. The study has been conducted among diverse people living in Chennai city via structured questionnaire framed with the sample of 500 and the discriptive study suggests that Purchase Intentions is influenced by celebrity endoser and attractiveness of the celebrity.

scholarly journals The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

2021 ◽  
pp. 231-238
Author(s):  
Oscarius Yudhi Ari Wijayaa ◽  
Sulistiyanib Sulistiyanib ◽  
Juliani Pudjowatic ◽  
Theresia Siwi kartikawatid ◽  
Ninik Kurniasih ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Sampling System ◽  
System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

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