PENGARUH AKTOR KOREA DALAM STRATEGI MARKETING GLOBAL INNISFREE TAHUN 2015-2019

2021 ◽  
Vol 26 (3) ◽  
pp. 249-263
Author(s):  
Matahari Adihapsari Saiful Bahri ◽  
Adiasri Putri Purbantina
Keyword(s):  
Global Marketing ◽  
Korean Wave ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

Innisfree adalah salah satu brand ternama di bidang industri kecantikan yang telah ada selama 20 tahun. Ekspansi Innisfree sebagai sebuah perusahaan multinasional (MNCs) asal Korea Selatan sangat dipengaruhi oleh meledaknya popularitas budaya Korea (Korean Wave) secara global semenjak tahun 1990-an. Kondisi inilah yang dimanfaatkan oleh Innisfree dalam memasarkan produk mereka. Tulisan ini membahas mengenai strategi marketing Innisfree dalam menggunakan figur-figur Korean Wave sebagai brand ambassador dan celebrity endorser. Melalui pendekatan kualitatif, penelitian ini bertujuan untuk mengamati platform media sosial Innisfree semenjak tahun 2015 hingga 2019 guna melakukan evaluasi terhadap lima komponen utama seorang brand ambassador (i.e., transference, congruence, credibility, attractiveness, dan power) dan empat komponen utama seorang celebrity endorsers (i.e., testimonial, endorsement, actor, spokesperson). Penelitian ini mengekslporasi bagaimana sebuah strategi global marketing MNCs pada produk kecantikan berkaitan erat dengan fenomena globalisasi budaya yaitu Korean Wave. Innisfree mendapat keuntungan dari sebuah standar kencantikan baru yang dibawa oleh bintang Korean Wave.

Celebrity Endorsers’ Expertise and Perceptions of Attractiveness, Likability, and Familiarity

1987 ◽  
Vol 60 (3_part_2) ◽  
pp. 1307-1309
Author(s):  
Thomas A. Buhr ◽  
Terry L. Simpson ◽  
Burt Pryor
Keyword(s):  
Person Perception ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

The authors measured the effects of celebrity endorser expertise on ratings of endorser attractiveness, likability, and familiarity. The expert condition yielded significantly more positive ratings than the inexpert condition for all three person-perception judgments.

scholarly journals The Influence of Celebrity Endorser on Purchase Intention with Perceived Quality as Mediating Variable

2020 ◽  
Vol 4 (3) ◽  
pp. 454-461
Author(s):  
Tharissa Kesturi ◽  
Rd. Nurafni Rubiyanti
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
Perceived Quality ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

The cosmetics industry is projected to continue to experience growth by the Indonesian Cosmetics Companies Association by 15% to Rp. 11.22 trillion from Rp. 9.76 trillion in 2012. One of the cosmetic brands in Indonesia is Wardah Cosmetic. The purpose of this study was to determine the effect of celebrity endorsers and Wardah Cosmetic's perceived quality on the buying interest. The method used in this research is the quantitative method, with the type of descriptive-causal analysis. Sampling with a non-probability sampling method with purposive sampling type with a sample size of 100 female consumers in the city of Bandung. The data analysis technique used is descriptive analysis technique and Partial Least Square - Structural Equation Model analysis. Based on SEM-PLS analysis, the celebrity endorser variable has a strong effect on purchase intention with a T-Statistics value of 7.486. Based on the moderation effect analysis, perceived quality perfectly mediates with a T-Statistics value of 1.124. The conclusion of this study, the variable perceived quality effectively influences as a perfect mediator towards celebrity endorsers and buying interest, which means that Wardah Cosmetic's use of celebrity endorsers is appropriate to affect the perceived quality of Wardah Cosmetic products and stimulate consumer buying interest.

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 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 Islamic Branding, Celebrity Endorser, dan Pengetahuan Produk terhadap Keputusan Pembelian Konsumen Kosmetik Wardah

2021 ◽  
Vol 4 (2) ◽  
pp. 100-114
Author(s):  
Nurul Luthfiani Pamungkas ◽  
Ibdalsyah Ibdalsyah ◽  
Retno Triwoelandari
Keyword(s):  
Total Sample ◽  
Product Knowledge ◽  
Analysis Method ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Ibn Khaldun ◽  
Islamic Religion ◽  
Celebrity Endorser ◽  
Clear Information ◽  
Celebrity Endorsers

  The increasingly fierce business competition causes producers to have a marketing strategy that can attract consumer buying interest. Cosmetic products are considered to have great potential, especially for halal cosmetic products. The concept of Islamic branding and the concept of marketing using celebrity endorsers is very attractive to consumers' buying interest. There is still a lack of consumer understanding about halal standards for a product, causing producers to have to provide clear information for the products to be sold. This study aims to determine the effect of Islamic branding, celebrity endorser and product knowledge on consumer purchasing decisions for Wardah cosmetics. The research method used is a quantitative method. The population in this study were students of the Faculty of Islamic Religion, Ibn Khaldun University, Bogor with a total sample of 88 respondents. The data analysis method used is SEM-PLS. The results showed that; 1) The Islamic branding variable has a positive but not significant effect on purchasing decisions, 2) The celebrity endorser variable and product knowledge have a positive and significant effect on purchasing decisions. Even though Wardah products already have a halal certificate and use muslimah advertising stars, they are still not enough to influence purchasing decisions. Wardah can improve marketing by adding more Islamic themes.    

scholarly journals MEASUREMENT MODEL: INTERESTS OF BUYING A SAMSUNG BRAND SMARTPHONE WITH CELEBRITY ENDORSER AS AN ANTESEDENT VARIABLES IN THE ERA OF COVID-19

2020 ◽  
Vol 2 (2) ◽  
pp. 353-365
Author(s):  
Ramdani Bayu Putra ◽  
Nandan Limakrisna ◽  
Hasmaynelis Fitri
Keyword(s):  
Structural Equation ◽  
Measurement Model ◽  
Equation Modeling ◽  
Analysis Tool ◽  
Antecedent Variable ◽  
Competitive Prices ◽  
Celebrity Endorser ◽  
And Behavior ◽  
The Impact ◽  
Celebrity Endorsers

The occurrence of the Covid-19 Pandemic around the world has had an impact on changing consumer patterns and behavior. This study aims to analyze the impact of price on the buying interest of Samsung smartphones with Celebrity endorsers as an antecedent variable. The sample in this study were 98 students of the Putra Indonesia University YPTK Padang. This study uses structural equation modeling (SEM) with SmartPLS 3 as an analysis tool. The results of the study found that celebrity endorser is a factor that influences price and buying interest. Meanwhile, the price does not influence buying interest, nor does it play a role in strengthening the influence of Celebrity endorsers on buying interest. For this reason, producers must improve the quality of competitive prices while also maintaining the use of celebrity endorsers in supporting the marketing of their products.

Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Zenius Education (Survei Pada Komunitas Online Zenius Education)

2020 ◽  
Vol 19 (2) ◽  
pp. 107-113
Author(s):  
Hasna Nur Shabrina ◽  
Reminta Lumban Batu
Keyword(s):  
Secondary Data ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Online Tutoring ◽  
Verification Methods ◽  
The World ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

Zenius is a creation of Indonesian children in the world education. Zenius was built as a technology company which is focused on education services. Zenius Education was founded in 2004 as an offline tutoring, in 2007 it was inaugurated as PT Zenius Education and in 2010 as an online tutoring. The purpose of this study was to determine the effect of celebrity endorser on purchasing decisions at Zenius Education. This research was conducted using descriptive and verification methods. This research is a quantitative census research. The population in this study is Instagram followers of Zenius Education. This study is used the type of primary data and secondary data. Data is processed using path analysis with Partial Least Square (PLS). The results show that celebrity endorsers have an influence on purchasing decisions.

scholarly journals Effect of instagram and celebrity endorser on purchasing motive of le minerale packaging water with image brand as intervention variables

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Utari Meitridasari ◽  
Zakaria Wahab ◽  
Isnurhadi Isnurhadi ◽  
Marlina Widiyanti
Keyword(s):  
Drinking Water ◽  
Mineral Water ◽  
Brand Image ◽  
Positive Influence ◽  
Online Marketing ◽  
Bottled Drinking Water ◽  
Celebrity Endorser ◽  
Marketing Methods ◽  
Brand Product ◽  
Celebrity Endorsers

This study aimed to analyze the effect of online marketing methods through Instagram and celebrity endorsers mediated by the brand image on purchase interest consumers of bottled drinking water under the Le Minerale brand produced by PT. Tirta Fresindo Jaya (Mayora Group). The data used are obtained from questionnaires given to respondents who have never been consuming a brand product. The collected data then analyzed using multiple linear regression with SPSS version 26 software. The results revealed that Instagram has a positive influence on Le Minerale's brand image. However, celebrity endorser does not show a positive influence on mineral water. Through the brand image, Instagram can have a positive influence on consumer buying interest, while the positive influence of celebrity endorser has made consumer purchase is more fantastic directly than currently mediated by brand image.

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.

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