Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.
The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.
ABSTRAKPersaingan dunia bisnis di era globalisasi semakin ketat. Perusahaan dituntut untuk lebih inovatif dan kreatif dalam mengelola perusahaannya. Berkurangnya loyalitas pelanggan disebabkan oleh beberapa faktor : (1) banyaknya pilihan produk dan jasa (2) ketersediaan informasi (3) kebanyakan produk/jasa yang hampir sama dan (4) masalah keuangan konsumen. Tahun 2015 PT. Istana Lampung Raya yang merupakan perusahaan penjualan mobil Honda hanya mampu menjual kendaraan 980 unit. Angka ini tertinggal jauh dengan rivalnya Toyota yang mampu menjual 1300 unit. Untuk meningkatkan jumlah penjualan perlu dilakukan upaya peningkatan yang berimbas pada meningkatnya jumlah penjualan. Peningkatkan jumlah pelanggan dapat menerapkan strategi CRM dengan memanfaatkan teknologi dan media social menjadi alternatif yang dapat digunakan. Perkembangan media sosial mengalami peningkatan dalam jumlah pengguna. Rata-rata masyarakat Indonesia menggunakan media sosial dalam satu hari menghabiskan waktu selama 23 menit. Setiap harinya rata-rata ada 65 juta pengguna di Indonesia sebanyak 97% pengguna mengakses media sosial terbesar di dunia lewat smartphone. Banyaknya pengguna Media social menjadi peluang yang dapat dimanfaatkan dengan mengkombinasikan dengan CRM. Penerapan model CRM yang dikombinasi dengan pemanfaatan media sosial sebagai pengelola asset digital mampu meningkatkan jumlah pengikut di Instagram (IG) pada tahun 2018 sebesar 46.52% dan meningkatkan jumlah Surat Permintaan Kendaraan sebesar 27%.
Kemajuan teknologi semasa pandemic ini begitu cepat dan pesat, ditunjukan dari banyaknya aplikasi yang muncul untuk mempermudah kerja kita melalui handphone sehingga tidak perlu harus memiliki laptop untuk membuat video pemasaran seperti dahulu. Maka dari itu kita melakukan pelatihan multimedia editing video pembuatan konten dengan para siswa siswi SMK N 1 Natar Bandar Lampung untuk menambah wawasan mereka terutama untuk anak kls XII agar mereka bisa gunakan setelah tamat sekolah, adapun aplikasi VN Video Editor Marker Vlog Now memudakan para siswa siswi SMK N 1 Natar dalam melakukan editing video. Pelatihan ini bertujuan untuk pelatihan dimana mempraktikkan penggunaan aplikasi VN Video Editor Marker Vlog Now dalam pembuatan foto menjadi video,video pembelajaran, dan video pemasaran penjualan produk disekolah.
PT Indojava Kreasindo is one of the distributors of Kramik sanitari granite, which has a role in distributing these goods throughout the city of Lampung and its surroundings. The management of ceramic and granite sales data has been summarized in the sales recap sheet for each sales each month in writing so it takes a long time to find out the achievements of each sales each month. Therefore, the authors propose the application of sales monitoring to make it easier to find out the achievements of each sales per month. To solve this problem, we need the most effective solution, which is the Development of Monitoring Application for Building Materials Sales Using the Key Performance Indicator (KPI) Approach. In the development of this application using the waterfal method. For the data flow method using the Usacase Diagram, Activity Diagram. The concept used is monitoring using the KPI approach to facilitate the general manager in monitoring the sales of each sales. With the construction of a web-based information system and sales monitoring application aims to make it easier for the general manager to monitor the sales of each sales so that it does not require a long time and is presented in the form of a dashboard.
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