An investigation of influencer body enhancement and brand endorsement

Purpose As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition. Design/methodology/approach A mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270). Findings The themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS. Originality/value This research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.

Analisis Video Comments to Video Views Ratio Youtube Pada 8 Rekomendasi iPhone Terbaik 2021

ABSTRACTThis study focuses on consumer interest in the 8 best iPhone recommendations in 2021. Smartphone products issued by Apple Inc., which include the dimensions of the best iPhone. In this study, the smartphone product is not only seen as a product but also a brand, so that consumer interest becomes important in shaping the smartphone brand image. iPhone is a smartphone product that was first developed by the leader of the Apple Computer company, Steven Paul Jobs. a leader with a name identical to himself. This research uses qualitative research with descriptive research type. This research method is a case study of the best recommended iPhone 8 product in 2021. In collecting data, the researchers conducted an analysis of video comments to video views on youtube. Some of the theories used in this study include the dimensions of the smartphone brand, consumer interest, and several other relevant theories. Based on the results of the analysis, the researchers found that each informant had various perceptions of the dimensions of the smartphone brand as seen from the attributes of Apple products. Differences in perception occur because of differences in experience and background interests, habits, and other things from the informants who play a role in this perception process. Even so, the perception of informants who are iPhone consumers does not necessarily show the image of the iPhone product as a whole, because this study does not aim to generalize consumer perceptions.

Artificial Intelegence APLIKASI PEMILIHAN BERAS BERDASARKAN REFERENSI KONSUMEN MENGGUNAKAN FUZZY LOGIC

Rice is the most important staple food for humans to have energy to carry out activities. The purpose of this study is to provide information to the public in the form of a reference for selecting rice based on consumer interest, so that it can be used as a decision making in buying rice. The Mamdani method is a method that is able to solve problems in the case of rice selection based on consumer references. The work process of the Sugeno method consists of four parts, namely fuzification, inference engine, implication function amplification and the last one is defuzzification. The final result, the Mamdani method has the characteristics of using the AND operator and using the min-max value. This research is in the form of a decision-making system in rice selection based on references from consumers by looking at four aspects of criteria such as price, quality, taste, and shape variables, these four aspects can be used as a reference in rice selection. Sugeno fuzzy logic to get the final value.The Mamdani method is a very effective method in selecting rice according to the needs and interests of consumers so that potential consumers can easily choose rice according to their interests and desired criteria.

BRAND TRANSFER BY HANDPHONE CONSUMERS IN THE CITY OF JUANG BIREUEN

Various studies that have been carried out in the City of Juang Bireuen to see how far mobile phone consumers have switched to other brands, the findings or results of this study show a very significant impact on the switching of mobile phone brands, so that mobile phone manufacturers are charged with the desires that are of interest to consumers. The results carried out in the City of Juang Bireuen with respondents who had changed to another cellphone brand at least 1 time with 100 respondents the sample population showed that all averages were influenced by advertisements, price changes, and dissatisfaction in a cellphone brand, causing brand switching. The results of this study indicate that advertising has a positive and significant effect on the transfer of mobile phone brands. Likewise, price changes have a positive and significant effect on the transfer of mobile phone brands. Both with dissatisfaction have a positive effect on switching brands of mobile phones. Price changes strengthen the relationship between advertising and brand switching with interaction, meaning that price changes are purely an interaction variable. Likewise, price changes strengthen the relationship between dissatisfaction with brand switching and interaction. Based on the results of this study, there are several recommendations for consumers and mobile phone manufacturers, with increasing consumer interest in changing cellphone brands, it is an important task for manufacturers to be able to satisfy consumer desires

Marketing StrategyProposal for Fresh Beverage Product

Sawasdee Drink was established in 2016 and sells various fresh beverage products, one of them is Thai tea. From January 2020 to April 2021, Sawasdee Drink experienced a sales decline of 13.51% and in that time period, only once reached the sales target. This research identifies the factors that influence consumer interest and provide suggestions on the marketing mix that should be done by Sawasdee Drink to increase sales. The method used in this research is Multiple Regression Analysis, Hypothesis Testing, and Crosstab. As the result, there are two variables that affect buying interest, namely the speed in the process of making drinks and the attractiveness of the outlet design. Based on the target market on Sawasdee Drink, the researcher offered the slogan as its positioning, namely "student price, extraordinary taste". Based on the results of the overall analysis, the improvements proposal offered includes tidying up outlets with the 5S system (Seiri, Seiton, Seiso, Seiketsu, and Shitsuke), designing outlets to be simpler and more attractive, improving work movements, and conducting training for workers.

Marketing Strategy Proposal for Fresh Beverage Product

Sawasdee Drink was established in 2016 and sells various fresh beverage products, one of them is Thai tea. From January 2020 to April 2021, Sawasdee Drink experienced a sales decline of 13.51% and in that time period, only once reached the sales target. This research identifies the factors that influence consumer interest and provide suggestions on the marketing mix that should be done by Sawasdee Drink to increase sales. The method used in this research is Multiple Regression Analysis, Hypothesis Testing, and Crosstab. As the result, there are two variables that affect buying interest, namely the speed in the process of making drinks and the attractiveness of the outlet design. Based on the target market on Sawasdee Drink, the researcher offered the slogan as its positioning, namely "student price, extraordinary taste". Based on the results of the overall analysis, the improvements proposal offered includes tidying up outlets with the 5S system (Seiri, Seiton, Seiso, Seiketsu, and Shitsuke), designing outlets to be simpler and more attractive, improving work movements, and conducting training for workers.

PENGARUH STRATEGI PROMOSI INDIHOME TERHADAP MINAT KONSUMEN DI KOTA BIMA

The rapid development of network access technology and internet-based technology makes it possible for service operators to be able to provide various services, one of which is fiber optic network services. This study aims to determine and analyze the effect of Indihome's promotional strategy on consumer interest in Bima City. This type of research is associative by using quantitative data from primary data sources. The research instrument is a Likert scale questionnaire. The population used in this study is all Indihome WIFI users in Bima City, the number of which is not known with certainty. The sample in this study was 96 respondents using the Bernoulli formula. The sampling technique in this study is purposive sampling, which is a sampling technique with certain considerations, what the authors consider from the sample to be studied are the people of Bima City who already know about the existence of Indihome products offered by PT. Telekomunikasi Indonesia, Tbk. The results showed that the Indihome promotion strategy had an effect on consumer interest in the City of Bima with a strong relationship level and the effect was 37.8%.

More Haste, Less Speed: How Update Frequency of Mobile Apps Influences Consumer Interest

The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose that the effects of update frequency on consumer interest are different for hedonic products and utilitarian products. The authors give insights into the main effects with an empirical analysis of a field data set and establish an understanding of the fundamental mechanisms by two laboratory experiments. The findings show that for hedonic products, high update frequency contributes to higher consumer interest by affecting the benefit perception of consumers. For utilitarian products, low update frequency results in higher consumer interest by influencing the risk perception of consumers. Furthermore, the level of update can affect the combined effects of product type and update frequency on consumer interest and, particularly for low update levels, the aforementioned association can be reversed.

Pelaksanaan Webinar Dengan Tema Implementasi Digital Marketing Dalam Menarik Minat Konsumen di Era Pandemi COVID-19 Khususnya di Desa Ketapang

The purpose and objective of holding a training webinar with the theme of implementing digital marketing in attracting consumer interest in the era of the covid-19 pandemic in community service activities in the Ketapang village is to help people who have difficulties in doing marketing for their products in the era of the covid-19 pandemic where they can use social media by using attractive designs to attract consumers. Government policies such as PPKM during the pandemic often make business owners worry about their business. They are afraid that their business will not go well, because it is important to use social media to market their products to attract consumers, even if not directly.

PENGARUH HARGA, TESTIMONIAL DAN WORD OF MOUTH (WOM) TERHADAP KETERTARIKAN KONSUMEN PADA PRODUK MS GLOW DI KABUPATEN LUMAJANG

The purpose of this study was to determine and analyze the effect of the role of price, testimonials and word of mouth (WOM) on consumer interest in MS GLOW products. This type of research uses descriptive quantitative. The data used are primary data using a questionnaire. The research sample was respondents, amounting to 152 people. The dependent variable is consumer interest with 5 indicators. And the independent variables in this study are price, testimonials, and word of mouth (WOM). The data analysis used was multiple linear regression analysis. The results showed that the variable price and word of mouth (WOM) had a significant effect on consumer interest, while testimonials had no effect on consumer interest in MS GLOW products.