Pengaruh Harga Dan Celebrity Endorser Terhadap Minat Beli Shampo Clear (Studi Kasus Pada Mahasiswa Universitas Sari Mutiara Indonesia)

Advertising through celebrity endorsers is currently in great demand to introduce and promote products to the public. The use ofadvertisements is celebrity endorser considered effective to increase product sales, this is because the development of very fast information flow is supported by the existence of technology that makes consumers able to absorb information and knowledge about a product quickly. Likewise with pricing strategies that can affect consumer buying interest. This study aims to determine the effect of price on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University, celebrity endorser on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University and celebrity endorser on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University. This research was conducted using a quantitative descriptive method by distributing questionnaires to 100 student respondents at the Sari Mutiara Indonesia University which were analyzed by multiple linear regression, the sampling technique was using Non-Probability Sampling.The results of this study indicate that the price variable (X1) has a significant positive effect on the buying interest variable (Y) while thevariable celebrity endorser (X2) has a significant positive effect on the buying interest variable (Y). It can be concluded that the influence of each variable simultaneously can be seen that Fhitung(117.184) >Ftable (3.09) or sig. of 0.000 < 0.05. The data were statistically processed using SPSS 25 program tools.

Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p &amp;lt; 0.05) and attitudes (β = .520; p &amp;lt; 0.05). However, in this study, expertise (β = .089; p &amp;gt; 0.05) and trustworthiness (β = –.095; p &amp;gt; 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

Celebrity Endorsers in Government Communication: A Plausible Option amidst Uncertainty and Declining Public Trust

This paper examines the harness of celebrity endorsers by government organizations as a strategy of political public relations. The purpose of this study was to broaden understanding of how celebrity endorsers and key opinion leaders work in the political realm, notably in supporting government policy. This descriptive-qualitative research uses a single case study on the promulgate efforts of the government’s COVID-19 vaccination program using celebrity endorsements. Literature research and social media material from a celebrity endorser were used as data collection techniques. To discover propaganda techniques, content analysis was performed on Raffi Ahmad’s social media posts. Next, a group discussion with six key informants was held to confirm the findings. Given the context and focus of this study lies on government organizations, we offer a different approach in examining celebrity endorsements by using propaganda theories and concepts. Kahneman’s dual-system theory of fast and slow thinking was also fruitful to rationalize the work of endorsement and relevant to propaganda and other persuasion theories. We found that the key messages that Raffi Ahmad published on his social media contained propaganda elements that had the potential to influence public opinion before making a decision. Therefore, the use of celebrity endorsements by government organizations is likely to be effective in influencing public behavior, or at least in raising awareness of government policies. We conclude that celebrity endorsement can be a plausible option to be implemented in the government communication strategy to achieve certain objectives.

Drivers of Celebrity Endorsement and Its Effect on Consumer’s Buying Behavior: A Case Study of FMCGs in Peshawar

Because of a business environment of cut-throat competition, companies must find ways to strike for survival and sustain a competitive position in the market. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhance sales and ultimately increase market share. There are a number of researches which investigated the effects of celerity endorsement on consumers’ buying behavior. However, traits such as credibility, expertise attractiveness and compatibility of celebrity endorsers have not been investigated. Therefore, this research is to investigate effects of celebrity endorsement on consumers’ buying behavior. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. In general it was found that which trait of a celebrity is most significant in influencing consumer buying behavior. For instance the credibility, expertise, attractiveness and compatibility of the endorser were found to be the most important traits of the celebrity that can influence consumer buying behavior. Generally the effect of celebrity endorsement is found to have little direct impact on consumers’ purchase decision, yet it is still an effective strategy because it is suggested as a good way to grab consumers’ attention. This research also suggests some criteria for selecting the celebrity endorsers with the right attributes for their products. Therefore companies are recommended to conduct sufficient research in order to generate the best effect of a celebrity endorsement.

The Influence of E-WOM and Celebrity Endorser on Instagram on Ortuseight Shoes Purchase Decisions

The development of technology and information is increasingly advanced and rapid, making it easy for people to access the internet looking for various kinds of information. One source of information that is often accessed is social media, especially social media Instagram. The rise of the user's social media especially instagram provides opportunities that can be exploited for employers to do digital marketing, as did Ortuseight. Ortuseight is a local brand that was founded in 2018, with a focus on selling futsal and football shoes. Ortuseight promotes its products through e-wom which utilizes Instagram media and uses celebrity endorsers to give trust to consumers. The purpose of this study is analyze the influence of e-wom and celebrity endorsers on purchasing decisions shoes Ortuseight. This research method uses a quantitative approach, with multiple linear regression analysis techniques. Data collection for distributing questionnaires via google form to 50 people who have purchased Ortuseight shoes. The results of this study include: 1) e-wom partially has a significant effect on purchasing decisions; 2) celebrity endorsers partially do not affect purchasing decisions; 3) electronic word of mouth and celebrity endorser simultaneously have a positive and significant effect on purchasing decisions. This research concludes that simultaneously the e-wom and celebrity endorser variables have a positive and significant effect on purchasing decisions. However, a partially e-wom variable has a positive and significant influence on purchasing decisions. Keywords: e-wom, celebrity endorser, purchase decision, ortuseight.

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

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.

The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil

This study aims to determine celebrity endorsers, brand image, and E-WOM on consumer purchasing decisions on Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency). This research is a descriptive study using quantitative methods. The data collection technique is by distributing questionnaires to 100 respondents who are customers of Sunco cooking oil. The analysis technique used in this study is multiple linear regression using the SPSS (Statistical Program for Social Science) version 18 for windows. The results of this study indicate that the celebrity endorser variable has an effect on purchasing decisions, the brand image variable has an effect on purchasing decisions, and E-WOM has an effect on purchasing decisions for consumers of Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency).

The Influence of Islamic Celebrity Endorser, Halal Labels and Product Quality on Purchasing Intention of Wardah Cosmetics

This study was used to determine the effect of Islamic celebrity endorser, halal label and product quality on interest in buying Wardah cosmetics at Muhammadiyah University students of Sidoarjo using quantitative methods with 98 respondents who were taken using Stratified Random Sampling sampling technique. The results of the study partially show that Islamic celebrity endorsers have a tcount value of 1.490 < ttable 1.985 and a significance value of 0.140 > 0.05, the halal label has a tcount value of 3.037 > ttable 1.985 and a significance value of 0.003 <0.05, and product quality has a value of tcount. 4.891 > t table 1.985 and a significance value of 0.000 < 0.05. So it can be concluded that partially Islamic celebrity endorser has no effect on buying interest, while the halal label and product quality affect the buying interest of Wardah cosmetics at Muhammadiyah University Sidoarjo students. Meanwhile, simultaneously Islamic celebrity endorser, halal label and product quality affect the buying interest of students at Muhammadiyah University of Sidoarjo.

PENGARUH KUALITAS PELAYANAN, HARGA, DESAIN PRODUK, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN MAHASISWA PADA APLIKASI SHOPEE (STUDI KASUS MAHASISWA JURUSAN FARMASI UNIVERSITAS PERINTIS INDONESIA)

The growing internet today encourages companies to determine the right marketing strategy to survive and win the competition from its competitors. Like using the Shopee application as an e-commerce or online trade used in marketing products and services. The population in this study were students of the Department of Pharmacy, Universitas Perintis Indonesia TA. 2017-2020 as many as 659 students. The research sample was 87 students with sampling technique using non-probability sampling technique with purposive sampling technique or sampling technique with certain considerations. Data collection was carried out by distributing questionnaires while data processing used validity tests, reliability tests, multiple linear regression analysis and t tests using SPSS version 20. The results of this test prove that service quality, price, product design and celebrity endorsers have a positive and significant influence. to purchasing decisions.