scholarly journals Instagram Ads and Celebrity Endorsement Analysis on Purchase Intention of Eco-Friendly Fashion

2021 ◽  
Vol 1 (1) ◽  
pp. 101-116
Author(s):  
Muhammad Ridwan Zaelani ◽  
Evy Rachmawati Chaldun
Keyword(s):  
Purchase Intention ◽  
Quantitative Methods ◽  
Public Awareness ◽  
Sampling Technique ◽  
Positive Influence ◽  
Linear Regression Method ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Fashion Products ◽  
Consumer Purchase Intention

Along with the increasing public awareness of the environment in Indonesia, eco-friendly fashion trends have begun to penetrate local products in recent years. Industries that produce eco-friendly fashion currently use Instagram as a promotional medium to increase their product exposure.  In addition to using Instagram Ads in promoting products to consumers, companies currently widely use Celebrity Endorsements as another method to promote their products. This study aims to reveal the effect of Instagram Ads and Celebrity Endorsements on Consumer Purchase Intention in Eco-Friendly Fashion Products. This research uses quantitative methods. Data is obtained through questioner from 150 respondents with purposive sampling technique. To analyze the data, we use the Multiple Linear Regression method with the classical assumption test. The results showed a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention of Eco-friendly fashion products.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

scholarly journals Effects of Corporate Social Responsibility on Consumer Purchase Intention

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Fawad Ali ◽  
Maarif Sohail
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Public Awareness ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Cross Sectional ◽  
Consumer Purchase Intention ◽  
Corporate Social ◽  
The Impact

The aim of this study was to identify the impact of corporate social responsibility on the purchase intention of customers. Corporate Social Responsibility was measured on the basis of five factors, namely Customer Centric, Green Environment, Philanthropy, Public Awareness and Creating Shared Values. This was a quantitative, deductive and cross-sectional study. Convenience sampling technique was used to collect the data from 300 respondents from the University of the Punjab, Lahore. IBM-SPSS was used to analyses the data and regression was run to test hypotheses. Findings of the research suggested that Customer Centric, Green Environment Philanthropy, Public Awareness and Creating Shared Value do have a significant impact on the purchase intention of the consumers. Theoretical and practical contributions along with limitations and future direction are also discussed of the study.

Easy Communication System as A Mediation of The Influence of Whatsapp Business on Consumer Purchase Intention on The Marketplace

2021 ◽  
Vol 1 (3) ◽  
pp. 347-357
Author(s):  
Wisnalmawati Wisnalmawati ◽  
Agus Sasmito Aribowo ◽  
Yunie Herawati
Keyword(s):  
Communication System ◽  
Communication Systems ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Research Problem ◽  
Important Variable ◽  
Purchase Intentions ◽  
Validity And Reliability ◽  
Simple Order ◽  
Consumer Purchase Intention

Marketing using social media is a necessity in the era of industrial technology 4.0. This research problem is a business phenomenon and gap research. The purpose of this study is to analyze; 1. the direct influence of business WhatsApp on purchase intention in the marketplace. 2. the influence of business WhatsApp on the ease of communication system in the marketplace. Three, the influence of the ease of communication system on consumer purchase intentions in the marketplace. 4. the influence of business WhatsApp on purchase intentions on the marketplace mediated by the ease of communication systems on the marketplace The unit of analysis of this research is Sri Rejeki, and Seruni SMEs, a sample of 60 consumers, accidental sampling technique, data collection using a questionnaire (google form), testing the validity and reliability of indicator statement items, data analysis technique used is path analysis with the SPSS program. The results show that WhatsApp Bisnis has no direct and insignificant effect on consumers' purchase intentions. WhatsApp Business has a positive and significant effect on the ease of system communication has a positive and significant effect on consumer purchase intentions. WhatsApp Business has a positive and significant effect on consumer purchase intentions mediated by the ease of communication system. The novelty of this research is to create an ease of communication system to increase consumer purchase intentions in the marketplace. Ease of communication is a mediation between the influence of WhatsApp business on purchase intentions on the marketplace so that the ease of communication is an important variable that needs to be improved so that consumers intend to use the marketplace in purchasing products. The ease of communication is related to the ease of using the application, the ease of alternative transactions, and the design of a simple order form. This is hope for consumers to use the marketplace. Contribution of marketplace training to MSMEs and community business actors.

scholarly journals Pengaruh Kompensasi Terhadap Kinerja Karyawan yang di Mediasi Kepuasan Kerja pada PT ISS Cikarang

2020 ◽  
Vol 4 (1) ◽  
pp. 238-247
Author(s):  
Suwandi Suwandi ◽  
Mahbub Mandahuri
Keyword(s):  
Job Satisfaction ◽  
Quantitative Methods ◽  
Employee Performance ◽  
Sampling Technique ◽  
Positive Influence ◽  
Path Coefficient ◽  
Analysis Tool ◽  
Analysis Method ◽  
Online Surveys ◽  
The Relationship

The purpose of this study is to determine whether there is an effect of compensation on job satisfaction mediated by job satisfaction. The object of research at PT ISS Cikarang. The research was conducted using quantitative methods with SEM Smart PLS software as an analysis tool. The number of samples obtained by using a random sampling technique using the Slovin formula totaled 97 respondents. Data collection was carried out using google form in filling out online surveys. The data analysis method used is the R-square test, Bootstrapping, Path Coefficient, and Specific indirect effects. The results of this study indicate that compensation has an effect on employee performance, compensation has a positive and significant effect on job satisfaction, job satisfaction affects employee performance, job satisfaction is able to provide a positive influence in mediating the relationship between compensation and employee performance in PT ISS Cikarang.

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

Influence of e-WOM engagement on consumer purchase intention in social commerce

2018 ◽  
Vol 32 (4) ◽  
pp. 493-504 ◽  
Author(s):  
Ali Sahabi Yusuf ◽  
Ab Razak Che Hussin ◽  
Abdelsalam H. Busalim
Keyword(s):  
Social Support ◽  
Consumer Behavior ◽  
Purchase Intention ◽  
Positive Influence ◽  
Future Research ◽  
Social Commerce ◽  
Current Effort ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Information Characteristics

Purpose As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area. Design/methodology/approach This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS. Findings The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement. Research limitations/implications This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping stone for future research in this field. Practical implications This study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers. Originality/value A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals Analisis Celebrity Endorsment, Variasi Produk, Brand Image terhadap Keputusan Pembelian Produk Rabbani

2019 ◽  
Vol 9 (1) ◽  
pp. 88
Author(s):  
Fadlilah Mutia Cahya ◽  
Ida Aryati Dyah Putnomo Wulan ◽  
Ratna Damayanti
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Purchasing Decisions ◽  
F Test ◽  
Product Variation ◽  
The City ◽  
Positive Effect

The point of research to analyze a affect celebrity endorsement, product variation and brand image simultaneously, partially to the purchasing decisions Rabbani product in Surakarta. The research using quantitative methods. Used 100 respondents to the sample and the sampling technique was done by purposive sampling. The population is all consumers of Rabbani products in the city of Surakarta. Data collection is done by documentation, questionnaires, observation and data analysis techniques using instrument testing, classic assumption test, linear regression, F test, t test, determination (R2). Results F test is celebrity endorsement, product variation and brand image simultaneously and significantly influence the purchasing decisions of Rabbani products in Surakarta city with Fcount 47.681> Ftable 2.70 and significant value 0.000 <0.05. Celebrity endorsement, product variation and brand image partially a significant and positive effect purchase decisions of Rabbani products in Surakarta.

scholarly journals PENGARUH PERCEIVED SECURITY DAN INFORMATION QUALITY TERHADAP ONLINE PURCHASE INTENTION MELALUI TRUST (Study Kasus Pada Konsumen Sorabel di Yogyakarta)

2018 ◽  
Vol 2 (1) ◽  
pp. 53-68
Author(s):  
IBN Udayana ◽  
Putri Dwi Cahyani ◽  
Desti Nur Chotimah
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Sampling Technique ◽  
Positive Influence ◽  
Primary Data ◽  
Significant Positive Effect ◽  
Online Purchase ◽  
Normality Test ◽  
Perceived Security ◽  
Positive Effect

The purpose of this study is to test and find out and determine the effect of perceived security and information quality on online purchase intention through trust in a reliable online store. The effect of perceived security on trust in Sorabel, the effect of information quality on trust in sorabel, the effect of perceived security on online purchase intention, the effect of information quality on online purchase intention and the influence of trust on online purchase intention. This research is quantitative. The population is Sorabel consumers in Yogyakartas. Samples were taken using a probality sampling technique with a total questionnaire of 100 respondents. Primary data collection techniques using questionnaires. The method of data analysis using multiple linear regression previously conducted a classic assumption test consisting of normality test, heteroxidation test and multicolonierity test. The results showed that there was a positive effect on perceived security, a positive influence on information quality, a positive influence on trust and online purchase intention. Significant positive effect of perceived security on trust; significant positive effect of information quality on trust; significant positive effect of perceived security on online purchase intention; significant positive effect of trust on online purchase intention.

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