Nabila, Nina (2024) Pengaruh Celebrity Endorser, Brand Image, dan Online Customer Review Terhadap Keputusan Pembelian Konsumen di Jawa Timur Pada Produk Skintific di Sosial Media Instagram. (The Influence of Celebrity Endorsers, Brand Image, and Online Customer Reviews on Consumer Purchase Decisions in East Java on Skintific Products on Instagram Social Media). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the current era, the growth of information and communication technology provides many benefits for every company in producing and marketing its products. One of the companies in Indonesia that is competing to market its products to overcome intense competition is the cosmetics company, where the trend of using skincare in Indonesia is growing rapidly. The large number of Indonesian people who want to care for and beautify themselves has made several cosmetic companies very aggressive in marketing their products. Skintific is a new skincare product that entered the Indonesian market in 2021 and is already popular on social media and has many fans in Indonesia. Skintific has many product variants that suit consumers' skin needs and has been marketed through several e-commerce and social media, one of which is Instagram. With so much competition in the skincare business, companies need to implement several marketing strategies so that products continue to exist and can also create consumer purchasing decision behavior. This research aims to find out about the influence of celebrity endorsers, brand image and online customer reviews on consumer purchasing decisions in East Java on creative products on Instagram social media. This type of research uses quantitative methods with a sample size of 100 respondents who are people in East Java who use Instagram social media who have purchased Skintific products. Then the collected data was analyzed using multiple linear regression analysis. The results of this research show that partially the Celebrity Endorser variable has a positive and significant effect on purchasing decisions, the Brand Image variable has a positive and significant effect on purchasing decisions, and the Online Customer Review variable has a positive and significant effect on purchasing decisions. And simultaneously the independent variables have a positive and significant influence on Consumer Purchasing Decisions in East Java on Skintific Products on Instagram Social Media.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorser, Brand Image, Online Customer Review and Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000135 Nina Nabila |
| Date Deposited: | 15 Oct 2024 02:28 |
| Last Modified: | 15 Oct 2024 02:28 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33596 |
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