Pengaruh Shopee Live, Brand Ambassador K-Pop EXO, Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scralett Whitening Di E-Commerce Shopee Studi Kasus Pada Konsumen Scralett Kota Semarang
DOI:
https://doi.org/10.61132/menawan.v2i2.404Keywords:
Purchase decision, Shopee Live, EXO K-Pop Brand Ambassador, Brand ImageAbstract
The aim of this research is to determine the influence of Shopee Live, EXO's k-pop Brand Ambassador, and Brand Image on purchasing decisions for Scarlett Whitening products on Shopee e-commerce. The location of this research was conducted on Scarlett Whitening consumers in Semarang City. This type of research uses quantitative research and the methods used are survey research and associative approach research. The main instrument of this research is a questionnaire with 100 respondents using the Slovin formula. Data collection was obtained by distributing questionnaires to Scarlett Whitening consumers in Semarang City who were selected using purposive sampling. Data processing uses Microsoft Excel and IBM SPSS Version 25 software. The data analysis used is multiple linear regression analysis. The research results concluded from the data analysis of the F test results showing that Shopee Live, Brand Ambssador K-Pop EXO, and Brand Image simultaneously had a positive influence on purchasing decisions for Scarlett Whitening products on e-commerce Shopee. Furthermore, data analysis of the T test results shows that Shopee Live does not have a partial positive influence on the decision to purchase Scarlett Whitening on Shopee e-commerce, while the K-Pop EXO Brand Ambassador and Brand Image have a partial positive influence on the decision to purchase Scarlett Whitening on e-commerce. Shopee commerce.
Downloads
References
Ahmad, H. (2023). Penjualan Skincare Scarlett Capai 1M Setelah Gandeng Boyband EXO. Bisnisbanten.Com.
Alistian, A. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Produk Scarlett Whitening (Survei Pada Konsumen Scarlett di Toko Koleksi Tasik Termurah). Jurnal Cendekia Ilmiah, 1(5), 582–586.
Bangsa, J. R., Jayanti, F. D., & Budiyanto, A. E. (2022). Pelatihan Iklan Berbayar Shopee Pada Umkm Kerajinan Tanduk Sapi (Subur Souvenir-Magelang). Bakti Humaniora, 2(2), 8–12.
BeautyJournal.id. (2023). Scarlett Whitening Resmi Gandeng EXO Sebagai Glow Ambassador! Beauty Journal.Id.
Compas.co.id. (2022). Body Lotion Scarlett Terlaris di Shopee dan Tokopedia! Ini 10 Top Brand Body Lotion Periode April – Juni 2022. Compas.Co.Id. https://compas.co.id/article/body-lotion-scarlett/
Frans, M. (2005). Marketing Celebrities. PT. Elex Media Komputindo.
Ho, C. I., Liu, Y., & Chen, M. C. (2022). Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective. Information (Switzerland), 13(5), 1–19. https://doi.org/10.3390/info13050239
Kotler, P. & K. (2016). Marketing Management (15th globa). Person Education.
Lestari, S. R. I. (2021). Pengaruh Live Streaming, Brand Awareness, Desain Web Dan Brand Image Terhadap Keputusan Pembelian Pada E-Commerce Shopee Di Jakarta Pusat. Neliti.Com, 70. https://www.neliti.com/publications/497462/pengaruh-live-streaming-brand-awareness-desain-web-dan-brand-image-terhadap-kepu
Lim, K. B., Yeo, S. F., & Alfredo, H. K. W. (2021). Effects of Live Video Streaming Towards Online Purchase Intention. International Journal of Industrial Management, 11(1), 250–256. https://doi.org/10.15282/ijim.11.1.2021.6546
Liputan6. (2023). Industri Kosmetika Indonesia Tumbuh Subur, Kini Ada 1.010 Perusahaan Kecantikan. LIiputan.Com.
Livestream.com. (2021). Live Streaming Jadi Trend Baru Dalam Memasarkan Produk. Livestream.Com.
Nugraini, R. (2023). Scarlett raih MURI, penjualan parfum terbanyak lewat daring, sales revenue produknya lebih dari Rp23.8 M. Hops.Id.
Pratiwi, C. S., & Sidi, A. P. (2022). Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening. Relasi : Jurnal Ekonomi, 18(1), 192–204. https://doi.org/10.31967/relasi.v18i1.531
Ristauli Hutagaol, R. S., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening. Journal of Social Research, 1(7), 761–772. https://doi.org/10.55324/josr.v1i7.147
Samosir, L. S., Putri, Y. R., & Nurfebrianing, S. (2016). Pengaruh Penggunaan Brand Ambassador Dewi Sandra Terhadap Putusan Pembelian Kosmetik Wardah Di Kota Bandung. Jurnal Sosioteknologi, 15(2), 233–240. https://doi.org/10.5614/sostek.itbj.2016.15.02.6
Semarang, B. P. S. K. (2023). Penduduk Kelompok Umur (Jiwa), 2020-2022. Badan Pusat Statistik Kota Semarang. https://semarangkota.bps.go.id/indicator/12/49/1/penduduk-kelompok-umur.html
Setiadi, N. J. (2015). Perilaku Konsumen. Kencana Prenadamedia Group.
Similar.web. (2023). shopee.co.id Ranking by Traficc. Similarweb.
Tjiptono, F. (2015). Brand Management & Strategy.
