The Influence Of Celebrity Endorsers And Electronic Word Of Mouth On Purchasing Decisions For Scarlett Products For Female Students Of Gontor Darussalam University

Authors

  • Nur Putri Nadila Student of Department of Management FEM UNIDA Gontor
  • Mohammad Zaenal Abidin Universitas Darussalam Gontor, Department of Management

DOI:

https://doi.org/10.21111/ibmj.v7i1.11560

Keywords:

Celebrity Endorser, E-WOM, Purchase decision

Abstract

This study aims to determine the effect of Celebrity Endorser and Electronic Word Of Mouth on Purchasing Decisions for Scarlett consumers, namely students of Darussam Gontor University. This research method is descriptive quantitative, using data analysis collected and tested using multiple linear regression analysis. The sample used was 314 respondents. The results showed that Celebrity Endorser had a positive and significant effect on purchasing decisions of 0.696. E-WOM has a positive and significant effect on purchasing decisions of 0.636. Through the coefficient of determination test, it is proven that Celebrity Endorser and E-WOM on Purchasing Decisions for Scarlett consumers at Darussalam Gontor University students are 52.2%, while the remaining 47.8& is explained by other variables outside this research model. In summary, the two variables, namely Celebrity Endorser and E-WOM, have a positive and significant effect on purchasing decisions for Scarlett female consumers at Darussalam Gontor University.

References

Adilah, Rana, M. Fadhli Nursal, and Dewi Sri Wulandari, ‘PENGARUH ELECTRONIC WORD OF MOUTH, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SERUM HANASUI (Studi Pada Mahasiswa Universitas Bhayangkara Jakarta Raya)’, Jurnal Economina, 2.10 (2023), 2823–41 <https://doi.org/10.55681/economina.v2i10.906>

Anas, Ahmad Aulia, and Tri Sudarwanto, ‘Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Di Eiger Store Royal Plaza Surabaya’, Jurnal Pendidikan Tata Niaga (JPTN), 8.3 (2020), 953–58

Ar-rouf, Muhammad Rizqi, N. Rachma, and Arini Fitri Mustapita, ‘Pengaruh Kualitas Website Dan E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee’, E – Jurnal Riset Manajemen PRODI MANAJEMEN Fakultas, 10 (2021), 82–94

Ayu Rizkia, Amanda, and Suci Rahmawati, ‘Faktor-Faktor Yang Mempengaruhi Anti Monopoli Dan Persaiangan Bisnis Tidak Sehat : Globalisasi Ekonomi, Persaingan Usaha, Dan Pelaku Usaha. (Literature Review Etika)’, Jurnal Ilmu Manajemen Terapan, 2.5 (2021), 631–43 <https://doi.org/10.31933/jimt.v2i5.572>

Azizah, Yuliana Jamilatul, and Khusnul Fikriyah, ‘Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Konsumen Muslim Pada Produk Scarlett Whitening Di Surabaya’, Komitmen: Jurnal Ilmiah Manajemen, 4.1 (2023), 37–47 <https://doi.org/10.15575/jim.v4i1.23552>

Delsi, Daffa Muzain Hanami, Mutia Afrianti, Niken Azzahra ZI, and Zul Azmi, ‘4 1234’, Jurnal Akuntansi Keuangan Dan Teknologi Informasi Akuntansi, 3.1 (2022), 458–70

Diwyarthi, Santi, Ni Desak, and Politeknik Pariwisata Bali, ‘PERILAKU KONSUMEN Get Press’, August, 2022

Iman Prayoga, and M. Rachman Mulyandi, ‘Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee’, Jurnal Syntax Transformation, 1.5 (2020), 136–40 <https://doi.org/10.46799/jst.v1i5.60>

Kinanti, Sri, and Asron SAPUTRA, ‘Pengaruh Celebrity Endorser Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Scarlett Whitening Di Kota Batam’, ECo-Buss, 5.3 (2023), 880–93 <https://doi.org/10.32877/eb.v5i3.635>

Manggalania, Lulu Khalilah, and Harry Soesanto, ‘Pengaruh Celebrity Endorsement , Country of Origin Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening’, Diponegoro Journal Management, 10.6 (2021), 1–15

Mardian, Irma, Sekolah Tinggi, and Ilmu Ekonomi Bima, ‘Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Skincare Scarlett Di Kota Bima Indrawani Sekolah Tinggi Ilmu Ekonomi Bima’, 1.4 (2023), 401–21 <https://doi.org/10.54066/jmbe-itb.v1i4.848>

Natasya, Eugine Erika, and Valentine Siagian, ‘Analisis Penerapan Balance Scorecard Sebagai Suatu Sistem Penilaian Kinerja Perusahaan Pada Sub Sektor Kosmetik Dan Barang Keperluan Rumah Tangga Periode 2018-2020’, JEMMA (Journal of Economic, Management and Accounting), 5.2 (2022), 139 <https://doi.org/10.35914/jemma.v5i2.1175>

Nihmatus Solikhah, Avifah, and Indra Krishernawan, ‘Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis’, Juli, 2.2 (2022), 154–66

Nur, Desy S., and Ade Octavia, ‘Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Mediasi Pada Marketplace Shopee Di Kota Jambi’, Jurnal Manajemen Terapan Dan Keuangan, 11.2 (2022), 387–99 <https://doi.org/10.22437/jmk.v11i2.17960>

Nurdin, Nur Annisa, and Dr. Rosnaini Daga, ‘Analisis Kinerja Keuangan Perusahaan Kosmetik Yang Tercatat Di BEI Tahun 2021’, Jurnal Bisnis Dan Keuangan, 2021, 1–21 <http://dx.doi.org/10.31219/osf.io/uxjme>

Pratiwi, Selly Anjar, Muinah Fadhilah, and Putri Dwi Cahyani, ‘Pengaruh Brand Image, Electronic Word Of Mouth Dan Promotion Through Social Media Terhadap Buying Decision Skincare Ms Glow Di Yogyakarta’, JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5.8 (2022), 2791–94 <https://doi.org/10.54371/jiip.v5i8.751>

Rupayana, I Kadek, I Wayan Suartina, and IA Mashyuni, ‘Pengaruh Kualitas Produk, Impulse Buying Dan Electronic Word of Mouth (EWOM) Terhadap Keputusan Pembelian Pada Produk Smartphone Merek Oppo Di Kota Denpasar’, Widya Amrita, 1.1 (2021), 233–47 <https://doi.org/10.32795/widyaamrita.v1i1.1167>

Santosa, Alvendo Teguh, ‘Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere, Dan E-Wom Terhadap Proses Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House of Mozaru Paris Van Java, Bandung)’, Jurnal Manajemen Maranatha, 18.2 (2019), 148–58 <https://doi.org/10.28932/jmm.v18i2.1613>

Sindunata, Ivan, ‘Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Di Agoda.Com’, Hospitality Dan Manajemen Jasa, 6.1 (2018), 128–38

Suryahadi, Muchammad, H. Deden Mulyana, Yusuf Abdullah, and I Made Chandra Mandira, ‘Pengaruh Celebrity Endorsement, Price, Digital Marketing, Brand Image Terhadap Keputusan Pembelian (Studi Pada Umkm Ekonomi Kreatif Subsektor Fashion Di Tasikmalaya)’, Jurnal Ilmiah Manajemen Dan Bisnis, 7.2 (2022), 125–41 <https://doi.org/10.38043/jimb.v7i2.3825>

Widana, Wayan, and Putu Lia Muliani, Uji Persyaratan Analisis, Analisis Standar Pelayanan Minimal Pada Instalasi Rawat Jalan Di RSUD Kota Semarang, 2020.

Wulandari, Ni Made Rahayu & I Ketut Nurcahya. . “Pengaruh Celebrity Endorser, Brand Image, Brand Trust Terhadap Keputusan Pembelian Clear Shampoodi Kota Denp asar,” E-Jurnal Manajemen Unud, 3909-3935. 2015

Zahra, Keviana Fatmanissa, Sari Listyorini, and Robetmi Jumpakita Pinem, ‘Pengaruh Celebrity Endorser, Electronic Word of Mouth, Dan Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Koesmetik Wardah Di Kota Semarang)’, Jurnal Ilmu Administrasi Bisnis, 10.1 (2021), 965–73 <https://doi.org/10.14710/jiab.2021.30604>

https://scarlettwhitening.com/product, 2023

https://www.cekindo.com/id/layanan/registrasi-kosmetik-indonesia

https://databoks.katadata.co.id

Downloads

Published

2024-12-31

How to Cite

Nadila, N. P., & Abidin, M. Z. (2024). The Influence Of Celebrity Endorsers And Electronic Word Of Mouth On Purchasing Decisions For Scarlett Products For Female Students Of Gontor Darussalam University. Islamic Business and Management Journal, 7(1), 10–25. https://doi.org/10.21111/ibmj.v7i1.11560

Issue

Vol. 7 No. 1 (2024): IBMJ | June

Section

Articles

License

Copyright (c) 2024 Islamic Business and Management Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.