Pengaruh Celebrity Endorser Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa UIN Sulthan Thaha Saifuddin Jambi
DOI:
https://doi.org/10.61132/santri.v2i2.471Keywords:
Celebrity Endorser, Word Of Mouth, Purchase DecisionAbstract
The thesis with the title "The Influence of Celebrity Endorsers and Word of Mouth on the Decision to Purchase Scarlett Whitening Products among UIN Sulthan Thaha Saifuddin Jambi Students" was written by Jumianti with NIM 501190273, Sharia Economics Study Program, Sulthan Thaha Saifuddin Jambi State Islamic University 2023. This research aims to determine: (1) the influence of celebrity endorsers on purchasing decisions for Scarlett Whitening products, (2) the influence of word of mouth on purchasing decisions for Scarlett Whitening products, and (3) the influence of celebrity endorsers and word of mouth on purchasing decisions for Scarlett Whitening products.This research uses quantitative research methods by collecting data or survey methods. The sample in this research was 100 students at UIN Sulthan Thaha Saifuddin Jambi. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique used to answer the hypothesis is multiple regression. The results of this research show that: (1) Celebrity Endorser has no influence on purchasing decisions, as evidenced by the calculated t value of 0.191 with a significance value of 0.849 which is greater than 0.01. (2) word of mouth has a positive and significant effect on purchasing decisions, as evidenced by the calculated t value of 9.189 with a significance value of 0.000 which is smaller than 0.01. (3) celebrity endorsers and word of mouth simultaneously influence purchasing decisions, as evidenced by the calculated F value of 80.672 with a significance value of 0.000 which is smaller than 0.01. The adjusted R square value of 0.585 shows that the ability of the independent variable to influence the dependent variable is 58.5% and the remaining 41.5% is influenced by other variables outside this research
Downloads
References
Buku :
Andrian, Christophorus Indra Wahyu Putra, Jumawan, and M. Fadhli Nursal. Perilaku Konsumen. Malang: Rena Cipta Mandiri, 2022.
I Made Agus Pranoto, Ayu Kt. Giantari, Membangun Brand Loyalty Mobile Banking Berbasis Celebrity Endorsement Credibility. Bandung: Media Sains Indonesia, 2022.
Jhon Budiman Bancin, Citra Merk Dan Word Of Mouth (Peranannya dalam Keputusan Pembelian Mobil Nissan Grand Livina. Surabaya: CV. Jakad Media Publishing, 2021.
Latief, Rusman. Word of Mouth Communication. Surabaya: Media Sahabat Cendekia, 2018.
Nora Anisa Br. Sinulingga, Hengki Tamando Sitohang. Perilaku Konsumen, Strategi dan Teori. Medan: IOSC Publisher, 2021.
Nugroho J. Setiadi, Perilaku Konsumen. Jakarta: Kencana, 2003.
Rangkuti, Freddy. Strategi Promosi yang kreatif dan analisis Kasus Integrated Marketing Communication. Jakarta: PT. Gramedia Pustaka Utama, 2009.
Royan, Frans M. Marketing Selebrities. Jakarta: PT Elex Media Komputindo, 2004.
Sernovitz, Andy. Word of Mouth Marketing. Austin TX: Greenleaf Book Group Press, 2013.
Shimp, Terence A. Periklanan, Promosi, Aspek Tambahan Komunikasi Pemasaran TErpadu. Jakarta: Erlangga, 2003.
Sugiono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2019.
Titin Agustin Nengsih, S.Si., M.Si., P.hD., Bella Arisha, M.Sc., Yuliana Safitri, M.Si. Statistika Deskriptif Dengan Program R. Jambi: PT. Sonpedia Publishing Indonesia, 2022.
Jurnal :
Ahmad Aulia Anas, Tri Sudarwanto. "Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Di Eiger Store Royal Plaza Surabaya." Jurnal Pendidikan Tata Niaga (JPTN) 8 No.3 (2020).
Indira Tri Winalda, Tri Sudarwo. "Pengaruh Word of Mouth dan kualitas produk terhadap keputusan pembelian di rumah makan bebek Sinjay Bangkalan." Jurnal Pendidikan Tata Niaga vol. 10 no.1, 2022.
Jatmiko, Muhamad Roby. "Analisis Pengaruh celebrity endorser, brand image, dan brand trust terhadap keputusan pembelian shampoo Dove di Semarang." Jurnal Ekonomi dan Bisnis STIE Aninsyaguna vol. 3 no. 1, 2021.
Joesyiana, Kiki. "Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee DI Pekanbaru." Jurnal Valuta 4 No. 1 (2018).
M. Arief Algiffary, Zakaria Wahab, Muchsin Saggaff Shihab, Marlina Widiyanti. "Pengaruh Celebrity Endorser, Online Advertising dan Word Of Mouth terhadap Minat Beli Konsumen Pada E-Commerce Tokopedia." Andalas Management Review (AMAR) 4 No. 2 (2020).
Permatasari, Berlintina. "“Pengaruh daya tarik, kepercayaan, dan keahlian celebrity endorser terhadap keputusan pembelian." Jurnal Technobiz vol. 3 no. 6, 2019.
Putri, Tessa Surya Ningsih & Siska Lusia. "Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian (Studi Pada Produk Erigo Melalui Instagram)." Jurnal Ekonomi dan Bisnis Dharma Andalas 22 No. 2 (2020): 2.
Ririn Damayanti, Zulaiha Husen, Zildjan Sabillah H Sidi Mesar. "Pengaruh Celebrity Endorser Terhadap Minat Beli Dengan Electronic Word Of Mouth Sebagai Variabel Intervening Pada Produk Skincare Emina." Jurnal Mitra Manajemen (JMM Online) 5 No. 6 (2021).
Siswandi, Rizky Annisa. "Pengaruh Celebrity Endorser, Korean Wave, Brand Image, Word Of Mouth Terhadap Keputusan Pembelian." Jurnal Ilmu dan Riset Manajemen 8 No. 9 (2019).
Tjondrokoesoemo, Marsellia. "Celebrity Endorser Terhadap Keputusan Pembelian." Jurnal Manajemen dan Start-Up Bisnis 2 (2017): 3.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 SANTRI : Jurnal Ekonomi dan Keuangan Islam
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
