The Role of Celebrity Endorsement, Viral Marketing and Quality on Interest Buying
Keywords:
celebrity endorsement, viral marketing, product quality, purchaseAbstract
This research aims to find out the influence of celebrity endorsement, viral marketing and product quality on interest in buying X products. This type of research is included in quantitative research. The population in this study is a 2020-2023 military student of the Faculty of Economics and Business of Muhammadiyah University Semarang who knows and has an interest in X products. The sampling techniques used are nonprobability samplings and purposive samplers with a sample of 95 respondents. The study uses a double linear regression analysis technique with the statistical tool SPSS version 23. The results of the research show that (1) celebrity endorsement has a significant negative impact on buying interests (2) viral marketing has an significant positive impact on purchasing interests (3) product quality has a major positive effect on purchase interests (4) celebrity endorsements, viral marketing and product quality have a significant impact simultaneously (together) on buy interests skincare x. For further research it is recommended to add or investigate different independent variables of this research in order to add variation in conducting a study.
References
Andhini, Karin Cesa, and Hendra. "Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening Produk Pantene Miracles Hair Supplement Conditioner (Studi Kasus Pada Konsumen Produk Pantene di Kota Madiun)." SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi. Vol. 5. 2023.
Andi, Andi, et al. "Pengaruh Celebrity Endorser, Kualitas Produk, Desain Produk Terhadap Minat Beli Smartphone Asus Pada Mahasiswa Pelita
Indonesia." Procuratio: Jurnal Ilmiah Manajemen 8.1 (2020): 23-36.
Christiana, Irma, and Sefty Nadilla Lubis. "Peran Mediasi Minat Beli Pada Pengaruh Celebrity Endorser Dan Social Media Marketing Terhadap Keputusan Pembelian." Motivasi 8.2 (2023): 121-130.
Erlangga, Yogi, and Putu Nina Madiawati. "Pengaruh Promosi Penjualan, Experiential Marketing, Kualitas Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Café Eskalasi Space Di Kota Bandung." eProceedings of Management 10.5 (2023).
Febrianti, Dian Tri, Lalu Edy Herman Mulyono, and Weni Retnowati. "The Pengaruh Brand Ambassador, Citra Merek Dan Kualitas Produk Terhadap Minat Beli Produk X Di Kota Mataram: Pengaruh Brand Ambassador, Citra Merek Dan Kualitas Produk Terhadap Minat Beli Produk X Di Kota Mataram." Unram Management Review 3.3 (2023): 1-10.
Halim, Nico Rifanto, and Donant Alananto Iskandar. "Pengaruh kualitas produk, harga dan persaingan terhadap minat beli." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 4.3 (2019): 415-424.
Handayani, Nur Putri, and Satria Mirsya Affandy Nasution. "Pengaruh Brand Image, Celebrity endorsement dan Harga Terhadap Keputusan Pembelian Raket Merek Yonex: Studi Pada Konsumen Raket Yonex Di Kota Medan." Jurnal SALMAN (Sosial dan Manajemen) 4.3 (2023): 166-175.
Hasanah, Ulfatul, and Eko Giyartiningrum. "Pengaruh Brand Image, Kualitas Produk dan Endorsement Selebriti Instagram terhadap Minat Beli Konsumen pada Produk Skin Care MS GLOW." Journal Competency of Business 5.02 (2021): 155-172.
Mardiayanti, M., & Andriana, A. N. (2022). Pengaruh Harga dan Kualitas Produk serta Review Produk terhadap Keputusan Pembelian Produk Scarlett Whitening. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 1091-1109.
Mayasari, Hesti, And Patmawati Patmawati. "Pengaruh Iklan Internet, Celebrity Endorder Dan Gaya Hidup Terhadap Minat Beli Pada Shopee Di Kota Padang." Manajemen dan Kewirausahaan (2019).
Nabela, Siti Zumaniyah. The Effect of Brand Love, Product Quality and Customer Relationship Management on Costumer Loyalty to Consumers of Oriflame Product in Jepara. Diss. IAIN KUDUS, 2022.
Nabilaturrahmah, Ananda, and Salim Siregar. "Pengaruh Viral marketing, Brand Image, Dan e-WOM Terhadap Minat Beli Produk Somethinc Pada Followers Instagram@ somethincofficial." Jurnal Ilmiah Wahana Pendidikan 8.7 (2022): 41-49.
Prayogo, Adi, et al. "Pengaruh Brand Image, Viral marketing dan Brand Awareness Terhadap Minat Beli Konsumen." Jurnal Ilmu Multidisplin 1.4 (2023): 754-763.
Purwanto, Agus. "The Role of Buzz and Viral Marketing onSMEs Online Shop Marketing Performance: CB-SEM AMOS Analysis." International Journal of Social and Management Studies (IJOSMAS) Vol 4 (2023).
Sandala, Dicki, James DD Massie, and Willem JFA Tumbuan. "Pengaruh Viral Marketing, Food Quality Dan Brand Trust Terhadap Keputusan Pembelian Produk Mom Milk Manado." Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 7.3 (2019).
