THE IMPACT OF CELEBRITY ENDORSE NAGITA SLAVINA AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISION (Survey on Ms. Glow Skincare Consumer in Subang)
Abstract
Growth rate of beauty products company that innovates, is increasing product sales with marketing strategies, including by promoting using Celebrity Endorses, and Online Customer Reviews. This research focus on Ms. Glow product which is widely used by Indonesian consumers specifically Subang Regency. This study aims to analyze how the influence of Celebrity Endorse, and Online Customer Review on consumer purchasing decisions on Ms. Glow in Subang Regency.
The method used in this research is descriptive and verification types of research. The population in this study are consumers who use Ms. Glow in Subang Regency. The sampling technique used is the probability sampling technique with the Stratified random sampling method. Data was collected by distributing questionnaires to 120 respondents from 30 Subang subdistrict.
The results of this study indicate that Celebrity Endorse, and Online Customer Reviews have an effect on purchasing decisions. So, it is expected that the MS company. Glow to always be able to improve the quality of Celebrity Endorsement and pay more attention to the use of Online Customer Reviews to be able to improve purchasing decisions. Suggestions for further researchers are expected to add variables and develop research and use different research methods so that research results are more varied.
Keywords: Celebrity endorse, Online customer review, and Purchase decision
References
Buchari, Alma, 2007. Manajemen Pemasaran Dan Pemasaran Jasa. Bandung: CV Alfabeta
Chusnah, & Zaenuri, A. 2020. “Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Luwak White Koffie. Kinerja,†Vol 2(02), Pages 77–92.
Ghozali, Imam. 2013. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Hani, Marwan, Andre. 2018. “The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry.†Visual post: Lebanese University, Faculty of Information, Beirut, Lebanon, Lebanese University, Faculty of Tourism and Tourism Management, Beirut, Lebanon
Kotler & Amstrong, 2014. Principle Of Marketing: 15th Edition, New Jersey Pearson Pretice Hall.
Kotler & Amstrong, 2015. Marketing An Introduction. England: Pearson Education Limited
Kotler, Philip & Keller, Kevin. 2012. Marketing Management 14th Edition.Edinburgh.
Kotler & Keller, 2013. Marketing Manajemen. England: Pearson Education Limited
Kotler & Keller, 2016. Marketing Manajemen 15th Edition. England Pearson Limited
Kotler & Keller, 2017. Manajemen Pemasaran. Jakarta: PT. Indeks Gramedia Grup
Majeed. & Razzak. 2021. “The Impact of Television Advertisement Repetition, Celebrity Endorsement and Perceived Quality on Consumer Purchase Decision. Australian Journal of Basic and Applied Sciences,†Vol 5(12) ,3044-3051
Misra, Mehra, Kaur. 2019. “Factors Influencing Consumer Choice of Celebrity Endorsements and theirConsequent Effect on Purchase Decision. International Journal on Emerging Technologiesâ€. Vol 10(2). 392-397
Nugroho J Setiadi. 2010. Perilaku Konsumen. Jakarta: Prenada Media Grup
Noviana. 2020. “Pengaruh Celebrity Endorser Terhadap Minat Beli Produk Skincare “Ms. Glow" Pengaruh Celebrity Endorser dan Electtronic Word Of Mouth Terhadap Minat Beli Dan Dampaknya Terhadap Keputusan Pembelian (Survei pada konsumen Erigo di Akun Resmi Instagram Erigo). Jurnal Administrasi Bisnis, 78(1).
Prasetyo, dkk. 2020. “The Influence of Online Customer Review and Price on Purchase Decision Through Shopee in Covid-19 Period (Survey of Shopee Customers in Bandung in 2020).†PSYCHOLOGY AND EDUCATION, 58(3), 544-552
Rahma, & Slamet. 2019. “Pengaruh Online Customer Review, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Skincare Ms Glow (Studi Kasus Pada Pelanggan Ms Glow Aesthetic Clinic Malang), “Universitas Islam Malang
Sekaran, Uma. 2014. Metode Penelitian Untuk Bisnis. Jakarta: Salemba Empat
Schiffman & Kanuk, 2008. Perilaku Konsumen Edisi 7. Jakarta: PT. Indeks Gramedia Grup
Shimp & Andrew. 2013. Periklanan Promosi dan Aspek Tambahan dari Komunikasi Pemasaran Terpadu. Jakarta: Erlangga
Sugiyono. 2016. Metode Penelitian Kombinasi. Bandung: Alfabeta
Sugiyono. 2015. Metode Penelitian Kuantitatif Kualitatif dan R&D. 22nd edn. Bandung : Alfabeta.
Sunyoto & Danang, 2015. Dasar – Dasar Manajemen Pemasaran. Yogyakarta: CAPS
Tjiptono, Fandi. 2008. Strategi Pemasaran. Yogyakarta: CV Andi Offset
Wei. & Lu. 2012. “An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. “Visual post: Department of Information Management, National Taiwan University of Science and Technology, Taipei City, No. 43, Sec. 4, Keelung Road, Da-an District, Taipei City 106, Taiwan,ROC
Yanuar. 2009. Ekonomi Makro Suatu Analisis Untuk Konteks Indonesia.†Jakarta : Yayasan Mpu Ajar Artha.
