Dampak Brand Image, Celebrity Endorsement dan E-WOM terhadap Keputusan Pembelian MS Glow For Men di Indonesia

Abstrak. MS Glow For Men adalah salah satu produk skincare lokal yang banyak mendapatkan penghargaan dan berkembang pesat di Indonesia. Namun pada platform gamal men yang merupakan destinasi pria dalam mencari skincare, penjualan dari merek tersebut masih tertinggal jauh jika dibandingkan dengan kompetitornya. Hal tersebut menjadi pertanyaan mengingat banyaknya penghargaan yang telah di raih. Tujuan dari penelitian ini adalah untuk mengetahui dampak dari variabel independen, yaitu brand image, celebrity endorsement dan E-WOM terhadap variabel dependen, yaitu keputusan pembelian. Responden dalam penelitian ini berjumlah 384 konsumen MS Glow For Men. Metode yang dipakai yaitu dengan Structural Equation Modelling (SEM) dimana pengolahan datanya menggunakan aplikasi SmartPLS. Nilai yang dihasilkan melebihi nilai t tabel 1,645, dimana 1,657 pada celebrity endorsement, 5,579 pada E-WOM dan 6,639 pada brand image. Hasil tersebut membuktikan bahwa semua variabel independen berdampak positif secara signifikan terhadap variabel dependen.Kata kunci: Dukungan selebriti, ewom, citra merek, keputusan pembelian, SEM.Abstract. MS Glow For Men is one of the local skincare products that has received many awards and growing rapidly in Indonesia. However, on the Gamal Men platform, which is a male destination for skin care, sales from this brand are still far behind when compared to its competitors. This is a question considering the many awards that have been achieved. The purpose of this study was to determine the impact of the independent variables, namely brand image, celebrity endorsement and E-WOM on the dependent variable, namely purchasing decisions. Respondents in this study found 384 consumers of MS Glow For Men. The method used is Structural Equation Modeling (SEM) where the data processing uses the SmartPLS application. The resulting value exceeds the t table value of 1,645, where 1,657 on celebrity endorsement, 5,579 on E-WOM and 6639 on brand image. These results prove that all independent variables have a significant positive impact on the dependent variable.Keywords: Celebrity endorsement, ewom, brand image, purchase decision, SEM

Dampak Brand Image, Celebrity Endorsement dan E-WOM terhadap Keputusan Pembelian MS Glow For Men di Indonesia

Abstrak. MS Glow For Men adalah salah satu produk skincare lokal yang banyak mendapatkan penghargaan dan berkembang pesat di Indonesia. Namun pada platform gamal men yang merupakan destinasi pria dalam mencari skincare, penjualan dari merek tersebut masih tertinggal jauh jika dibandingkan dengan kompetitornya. Hal tersebut menjadi pertanyaan mengingat banyaknya penghargaan yang telah di raih. Tujuan dari penelitian ini adalah untuk mengetahui dampak dari variabel independen, yaitu brand image, celebrity endorsement dan E-WOM terhadap variabel dependen, yaitu keputusan pembelian. Responden dalam penelitian ini berjumlah 384 konsumen MS Glow For Men. Metode yang dipakai yaitu dengan Structural Equation Modelling (SEM) dimana pengolahan datanya menggunakan aplikasi SmartPLS. Nilai yang dihasilkan melebihi nilai t tabel 1,645, dimana 1,657 pada celebrity endorsement, 5,579 pada E-WOM dan 6,639 pada brand image. Hasil tersebut membuktikan bahwa semua variabel independen berdampak positif secara signifikan terhadap variabel dependen.Kata kunci: Dukungan selebriti, ewom, citra merek, keputusan pembelian, SEM.Abstract. MS Glow For Men is one of the local skincare products that has received many awards and growing rapidly in Indonesia. However, on the Gamal Men platform, which is a male destination for skin care, sales from this brand are still far behind when compared to its competitors. This is a question considering the many awards that have been achieved. The purpose of this study was to determine the impact of the independent variables, namely brand image, celebrity endorsement and E-WOM on the dependent variable, namely purchasing decisions. Respondents in this study found 384 consumers of MS Glow For Men. The method used is Structural Equation Modeling (SEM) where the data processing uses the SmartPLS application. The resulting value exceeds the t table value of 1,645, where 1,657 on celebrity endorsement, 5,579 on E-WOM and 6639 on brand image. These results prove that all independent variables have a significant positive impact on the dependent variable.Keywords: Celebrity endorsement, ewom, brand image, purchase decision, SEM

Komunikasi Sebagai Proses Simbolik: Studi Literatur

Communication is a symbolic process, one of the basic human needs, symbolization or the use of symbols. Therefore, this study aims to find out that communication is a symbolic process, one of the basic human needs, symbolization or use of symbols, content and space for communication, and communication taking place in various levels of gaps. This study used a qualitative approach with library research and content analysis techniques. The result of this research is that communication is used to channel information and a meaning through certain media according to the situation

Analysis of the Carrying Capacity Agricultural Land of Jawa Tengah Province in 2022 using the Soemarwoto Method

Jawa Tengah is one of the provinces in Indonesia which has high agricultural productivity. That way, it is necessary to carry out an analysis of the carrying capacity of agricultural land in Jawa Tengah Province in 2022. The method used to calculate population pressure and the carrying capacity of agricultural land is the Soemarwoto method which is suitable for local conditions and can assess the factors that affect the level of carrying capacity of land in an area. Jawa Tengah Province has a carrying capacity of agricultural land of 1.43. The value of population pressure in Jawa Tengah Province with a dominance of less than 1 indicates that districts/cities in Jawa Tengah Province are dominated by the carrying capacity of high agricultural land. The high rate of population growth and not accompanied by an area of land capable of supporting the needs of the population can be a threat to the availability of sustainable agricultural land