Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian (Studi Pada Giant Ekstra CBD Bintaro)

Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian pada Giant Ekstra CBD Bintaro. Metode penelitian yang digunakan ialah metode kuantitatif dengan kuesioner. Populasinya adalah konsumen Giant Ekstra CBD Bintaro,dengan rumus slovin didapat 99 responden. Uji analisis melalui Uji Validitas,  Realibilitas, Asumsi Klasik, Koefisien Korelasi Berganda, Regresi Linier Berganda, Koefisien Determinasi, dan Hipotesis. Berdasarkan hasil analisis regresi linier berganda diperoleh Y = 14,446 + 0,062 X1 + 0,547 X2. Hasil koefisien determinasi diperoleh nilai KD sebesar 0,854. Berdasarkan pengujian hipotesis yang telah dilakukan dengan menggunakan  uji F) pada taraf signifikansi 5%  diperoleh bahwa  ( 15,069) >  (3,09 ).  Hasil penelitian ini disimpulkan terdapat pengaruh yang positif dan signifikan antara Promosi dan Kualitas Pelayanan secara simultan terhadap Keputusan Pembelian pada Giant Ekstra CBD Bintaro. Kata Kunci: Promosi; Kualitas Pelayanan; Keputusan Pembelia

The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes in this digital era, personal care companies have to innovate in order to survive and grow. One of the ways is the use of digital marketing. There are many ways to do digital marketing and one of the popular methods is social media influencers. However, with so many new influencers on social media, marketers find it challenging to choose the right influencers to promote their products because not every influencer brings a significant impact. Choosing the wrong influencers could cause the business to lose money and harm the image of a product or a brand. On the other hand, choosing the right influencers may lead to the popularity of the product and an increase in sales. Based on that, this research is focusing on the influencers from the consumer’s point of view, in order to know the type of influencers that fit with the product offered. This research is based on literature study that describes Influencer credibility has a positive impact on consumers' purchase intention, attitude towards products, and advertising. Moreover, Influencer credibility could describe and evaluate an influencer based on their attractiveness, trustworthiness, and expertise

The Effect Of Celebrity Endorser On Brand Awareness And It’s Impact On Purchase Decision (Study On Undergraduate Student Of Oppo Smartphone In Malang City)

Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Celebrity Endorser terhadap Brand Awareness, (2) menjelaskan pengaruh Celebrity Endorser terhadap Purchase Decision, (3) menjelaskan pengaruh Brand Awareness terhadap Purchase Decision. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser,Brand Awareness dan Purchase Decision. Kriteria populasi dalam penelitian ini adalah konsumen yang berstatus sebagai mahasiswa aktif S1 dengan usia minimal 18 tahun-22 tahun, pernah melihat iklan dari Oppo Smartphone, dan telah melakukan pembelian salah satu produk Oppo Smatphone. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa 1) Celebrity Endorser berpengaruh secara signifikan terhadap Brand Awareness, (2) Celebrity Endorser secara signifikan terhadap Purchase Decision, (3)Brand Awareness secara signifikan terhadap Purchase Decision. Ketiga diantaranya yakni, pengaruh hubungan antara Celebrity Endorser terhadap Brand Awareness dengan pengaruh sebesar 0.570. Pengaruh Brand Awareness terhadap Purchase Decisionsebesar 0.255. Sedangkan pengaruh Celebrity Endorser terhadap Purchase Decision terdapat pengaruh secara langsung sebesar 0.577 dan mempunyai pengaruh tidak langsung melalui Brand Awareness, yakni sebesar 0.145 sehingga didapatkan total pengaruh sebesar 0.722.Berdasarkan hasil penelitian, sebaiknya perusahaan Oppo Smartphone dapat meningkatkan kualitas iklan mereka dengan menggunakan Celebrity Endorser dengan cara memilih criteria Celebrity Endorser dengan tepat agar sesuai dengan produk Oppo Smartphone yang akan diiklankan. Melalui peningkatan Celebrity Endorser diharapkan semakin banyak konsumen yang sadar dan melakukan pembelian terhadap Oppo Smartphone

“Sex Sells”, but who’s buying? The effect of sexual appeals on purchase intention in influencer marketing

Over the last decade, Influencer Marketing has become an integral part of firms’ marketing plans. According to extant literature, brands-influencers collaborations may be more persuasive than traditional advertising. However, little is known about the factors that drive its effectiveness. The aphorism that “sex sells” pervades traditional advertising and seems to be perpetuated in social media platforms like Instagram, though little academic evidence supports it. The present study addresses this research gap by examining the effect of different modes of exhibition of the female body (inconspicuous vs. conspicuous) on consumers’ purchase intention. The analysis of the data collected through an online questionnaire administered to Portuguese Instagram users revealed that conspicuous exhibition of the female body negatively affects purchase intention. The effect is serially mediated by source credibility, endorsement attitude and brand attitude. By providing empirical evidence for the effect of different modes of self-presentation on attitudinal and behavioral change, this study contributes to the growing body of literature on Influencer Marketing and provides managers with important guidelines to select and design brand-influencers collaboration strategies.Na última década, o Marketing de Influência tornou-se parte integrante dos planos de marketing das empresas. De acordo com a literatura académica existente, as colaborações entre marcas e influenciadores digitais são mais persuasivas do que a publicidade tradicional. Contudo, pouco se conhece relativamente aos fatores que determinam a sua eficácia. O aforismo de que “sexo vende” domina a publicidade tradicional e parece perpetuar-se em redes sociais como o Instagram, apesar da falta de fundamentação académica. Este estudo pretende colmatar esta lacuna na literatura ao analisar o efeito de diferentes modos de apresentação do corpo feminino (inconspícua vs. conspícua) na intenção de compra dos consumidores. A análise dos dados recolhidos através de um questionário online administrado a utilizadores portugueses do Instagram sugere a existência de um efeito negativo da exibição conspícua do corpo feminino nas intenções de compra, mediado pela perceção de credibilidade da fonte, atitude em relação à colaboração e à marca. Ao demonstrar empiricamente a existência deste efeito, o presente estudo contribui para o crescente acervo de literatura dedicada ao Marketing de Influência e apresenta diretrizes estratégicas para a seleção e elaboração de parcerias com influenciadores digitais

Influencer endorsement posts and their effects on advertising attitudes and purchase intentions

This study examines the effects of influencer posts on Instagram users. Based on uses and gratifications theory, this experiment- based investigation analyses the effect of three different levels of product exposure (strong, mild and low) within an influencer ad post on users’ attitudes toward the ad, and their purchase intentions. Based on a sample of 602 Instagram users from Generations Y and Z, the empirical findings show that users who attribute infotainment and credibility to an influencer ad post perceive it to have greater ad value, which improves their attitude toward the ad and, consequently, positively affects their purchase intentions. However, the results do not find support for the negative effect of irritation on ad value. The contributions of this study highlight that once users have freely decided to follow influencers on Instagram, they assume that their posts are going to be ad- related and this does not cause them to reject posts; consequently, endorsement exerts a similar effect on the value attributed to an ad post regardless of the level of salience of the product in the post

Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

With exponential rise of social media, marketers identify the power and effectiveness of influencer’s advertising on social networking site (SNS). Despite comprehensive understanding of the effects of influencers, their outreach to large audience is yet to be addressed. In this article, we have investigated the effects of fashion influencers on consumers’ decision-making processes and their content outreach on Instagram by embracing new behavioral consumption model ‘dual AISAS model’, which is upgraded version of AISAS Model. It is based on theoretical grounding theory of buying behavior and multi-step flow theory. Both offline and online surveys were conducted involving 969 Pakistan Instagram users following digital influencers. Valid data was assessed and analyzed through structural equation modeling. Our findings demonstrate that every path in dual AISAS model is found significant and have profound effect. It reveals that fashion influencers exert powerful influence on consumers’ decision-making process. Being so influential, they grab the consumers’ attention immediately, engage them, and get wider outreach by upturn in consumer intention in order to spread the fashion content within private networks as well as extended networks. The findings hold robust implications to both theory and practice. Some limitations of the present study offer boulevards to future scholars

Pengaruh Kredibilitas, Keahlian, Kepribadian Selebriti, Persepsi Kualitas Produk Terhadap Niat Beli Konsumen Pada Produk Ms Glow Di Pacitan

This study aims to examine and analyze the effect of celebrity credibility, celebrity expertise, celebrity personality and product quality perceptions on the purchase intention of Ms Glow's skincare products in Pacitan. The population in this study is people who have the intention to buy MS Glow products in Pacitan. This study used purposive sampling with a total sample of 130 respondents, 30 respondents for small samples and 100 respondents for large samples. The data analysis technique used in this study is an instrument using validity and reliability tests, multiple linear regression analysis. The results of the study used a model feasibility test with the F test, the coefficient of determination and the t test. The results of hypothesis testing in this study indicate that celebrity credibility and celebrity personality have a positive and insignificant effect on consumers' purchase intentions of Ms Glow skincare products, while celebrity expertise and product quality perceptions have a positive and significant effect on consumers' purchase intentions of Ms Glow skincare products. Keywords: Celebrity Credibility, Celebrity Expertise, Celebrity Personality, Perception of Product Quality, Consumer Purchase Intentio

Brand message strategies and consumer motivations to respond

The overarching purpose of this dissertation is to first provide a theoretical and empirical background for research on motivation and branding strategies; a review of the literature on social media, social media marketing, and brand association is provided for context. From this, three research questions are presented. Chapter 3 describes the procedures, methodology, results and discussion briefs of two studies. Finally, Chapter 4 discusses the expected theoretical and managerial contributions of this study and directions for future research. The primary goals of this research are to provide an exploratory analysis investigating how global brands currently use social media to share brand messages and build relationships with consumers, and the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS, particularly the platform of Instagram in this early stage of social media marketing. Specifically, this study: (1) analyzes corporate account marketing messages on Instagram to understand how global brands are using Instagram for purposes of interacting with and building relationships with consumers, (2) identifies social and psychological motives that lead consumers to engage with commercial brands on Instagram, and (3) examines the relationships between identified motives and consumer-brand relationship outcome variables. To accomplish these, two studies are conducted. Study 1, that is a content analysis, examines the global brand Instagram accounts of the top 100 most valuable global brands, based on the brand associations by Aarker (1996). Building on the Uses and Gratification Theory (U&G), Study 2 explores the underlying process of consumers’ motivations to follow a brand account by conducting a survey study of 318 Instagram brand account followers in the United States. Within the theoretical framework of U&G, this research also examines how varying degrees of consumer motivation to follow a brand account on Instagram influences consumer engagement outcomes (i.e., frequency of electronic word-of-mouth and attitude toward following brands) and outcomes related to relationship building (i.e., trust, satisfaction, intention to pass along brand’s messages, and willingness to buy). The findings of Study 1 revealed that Instagram marketers often are not using the strategies that generate the highest consumer engagement. Study 2 examined seven consumer motivations for following Instagram brand accounts. Motivations related to social interaction and brand love were the strongest motivations. Directions for future research, for example, understanding why a brand follows other account on Instagram, are providedAdvertisin

Celebrity vs. influencer endorsements: How commodity organizations can influence consumer behavioral intention change

Master of Science - Agricultural Education and CommunicationDepartment of Communications and Agricultural EducationMajor Professor Not ListedTwo important goals of commodity organizations are increasing consumer demand and education. One way to meet these goals is through the use of endorsers, such as celebrities and influencers. Historically, commodity organizations have used celebrities to reach consumers, and recently, organizations have also been engaging in influencer marketing. Research surrounding the use of influencers by the agricultural industry is limited, and no studies have identified the outcomes of using celebrities and influencers in this context. This study sought to determine how endorsement type impacted consumer attitude, if endorsement type impacted consumer intention to purchase a commodity product and visit a commodity organization’s website, and if the perceived source credibility was greater for an influencer endorser than a celebrity endorser. The theoretical framework used to guide this study was Multi-Step Flow Theory, opinion leadership, and Theory of Planned Behavior. Multi-Step Flow Theory explains the flow of communication from media to the public. Opinion leaders, also known as endorsers in this study, serve as a mediator of information in this flow of communication. Theory of Planned Behavior helped explain an individual's behavior and the factors leading to intent to perform a certain behavior. This study’s research questions were addressed using a quantitative between-subjects experimental research design. A Qualtrics questionnaire instrument was distributed to Kansas State University undergraduate students on the Manhattan, Kansas campus. Embedded in the instrument, the manipulation was three mock Instagram posts, in which the independent variable differed by endorsement type (celebrity, influencer, control). The dependent variables were consumer attitude toward the endorsement, behavioral intention to purchase a commodity product, behavioral intention to visit a commodity organization’s website, and perceived source credibility of the endorsement. Individual difference variables measured were demographics; current behaviors related to pork consumption, pork purchasing, and website visiting; social media use; agricultural disposition; endorsement susceptibility; subjective norms related to pork consumption, pork purchasing, and website visiting; and perceived behavioral control related to pork consumption, pork purchasing, and website visiting. Results of the study revealed there were no statistically significant differences between the celebrity endorsement and the influencer endorsement in attitudes toward the endorsement, behavioral intention to purchase a commodity product, or behavioral intention to visit a commodity organization. There was a statistically significant difference between the perceived source credibility of the control endorsement and the influencer and celebrity endorsement. Future research should include investigating why a non-descript person had a greater perceived source credibility than an influencer and celebrity. This study confirmed research on influencer marketing in food and agriculture should continue to expand to better understand the nuances of the endorser types best suited for meeting commodity organization goals

Social Media Influencers: An Examination of Influence Throughout the Customer Journey

Social media influencers (SMI) expanded exponentially in both numbers and credibility shortly after the widespread emergence of social media platforms like Facebook and Instagram. Firms have noticed this increase and as a result, diverted billions of dollars in their marketing budgets toward SMI endorsements and campaigns, and away from traditional media. As often happens with quickly occurring phenomena, academic research is subsequently racing to understand the integral roles SMIs now command in social media marketing, and in marketing in general. Much of the latest research designed to understand and measure the effects of SMIs relies on previous research into traditional celebrity endorsers. SMI attributes and approaches have been researched like previous traditional celebrity studies. Another emerging and relevant topic is para-social relationships – in which followers feel as if they know the influencer like a friend though the SMI likely does not feel the same way. While there are similarities, major differences exist between traditional celebrities and SMIs. Examples include the delivery via social media platforms, increased engagement through the platforms, and uploadable user-generated content (UGC). Unlike musicians, athletes, and actresses, SMIs are generating their stardom and followings on social media platforms with their UGC. Though the traditional xiii celebrity concept is still quite relevant regarding endorsements, younger consumers have been opting for less traditional media for entertainment purposes. Businesses have realized reaching Generation Z is effective and efficient through SMIs. This study advances the SMI literature in understanding the differences in para-social relationships formed with SMIs and their role throughout selected components of the customer journey rather than individual parts of it