The Role of Celebrity Endorser on Purchasing Intention of Halal Cosmetic [Peran Celebrity Endorser Terhadap Minat Beli Kosmetik Berlabel Halal]

Adinugraha, Hendri Hermawan; Novitasari, Novitasari; Ulama’i, Ahmad Hasan Asy’ari

doi:10.30874/comdev.2018.88

Cited by 3 publications

(3 citation statements)

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“…The results of this study are in line with previous research conducted by Rachbini (2018) which found that in the Chinese-made smartphone industry in Indonesia, celebrity endorsers can positively influence people's intentions both now and in the future. The results of this study are also in line with the statement of Adinugraha et al, (2018) found that halal cosmetic products in Indonesia also found that celebrity endorsers positively influence a person's purchase intention of a brand.…”

Section: The Effect Of Celebrity Endorser To Investment Intentionsupporting

confidence: 90%

The Influence of Celebrity Endorsers to Invesment Intention in Gen Z during Pandemic

Proceedings of the International Conference on Industrial Engineering and Operations Management

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The Covid-19 virus pandemic that attacked Indonesia had a very bad impact on the economy in Indonesia, especially in the fields of trade, tourism and investment. However, the economic situation in Indonesia has had a good impact on raising the intention to invest in Indonesia's Generation Z, which is defined as those born between 1995 and 2010. The internal elements that influence Generation Z's investing intention will be explained using the Theory of Planned Behavior (TPB) approach in this study. Three crucial components that are accurate in predicting intention to behave are attitudes toward conduct, subjective norms, and perceived behavioral control. To improve the prediction potential of TPB theory, constructs to gauge investment intentions, such as the influence of celebrity endorsers, must be added. As a result, the research employs quantitative approaches. Sampling was done using a purposive sample technique. In totals, there were 150 respondents who participated. Data was collected using an online questionnaire, Google Form. The analysis used is SPSS 26 software as a tool to analyze the data. Also, the result of data processing showed that, celebrity endorser variable affects investment intentions. Celebrity endorsers have an influence on attitude toward behavior. Subjective norms affect investment intentions. Thus, it can be concluded that celebrity endorsers and subjective norms affect Generation Z's intention to invest during the COVID-19 pandemic.

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Section: The Effect Of Celebrity Endorser To Investment Intentionsupporting

confidence: 90%

The Influence of Celebrity Endorsers to Invesment Intention in Gen Z during Pandemic

Proceedings of the International Conference on Industrial Engineering and Operations Management

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“…Endorsers are ad supporters or known as ad stars to support a product to be. The endorsement is where celebrities act as spokespersons and support the brand with all attributes of popularity, personality, and social status of the celebrity [14]. So this endorsement has an impact on the brand of the product and influences the community.…”

Section: Celebrity Endorsementmentioning

confidence: 99%

The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study

Alam¹,

Nurwardani²

2021

Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Mag

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This study intended to explain the impact of celebrity endorsement on the purchase of halal cosmetics. Researchers used this qualitative research type to find out more specifically about consumers' beliefs, views, and opinions in purchasing halal cosmetic products. The approach used in this study is a Grounded theory, an analysis of a phenomenon that can explain the phenomenon specifically, from the phenomenon studied utilizing data collection by memoing against the beliefs, views, and ideologies of participants. This study interviewed as many as 12 respondents of halal cosmetic users with more than two years of use. This research indicated that Endorsement Celebrity endorsement has a significant impact on halal cosmetic purchasing decisions regarding external factors, including popularity and attractiveness. The number of social media followers and the ability to become a trendsetter become determining endorsers' popularity. The attractiveness of endorsers also affects consumers of halal cosmetics in the form of curiosity about their beauty, good looking looks, and Islamic branding attached to her. Social media is an alternative that makes it easy for people to find all the information they want; nowadays, almost all use social media, both young and old. Therefore, celebrity endorsements and social media have a significant impact on marketing a product in order to overgrow.

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“…Endorsement itself has a meaning, namely communication activities or introducing a product brand, where the celebrity acts as a spokesperson and supports the brand with all the attributes of popularity, personality, and social status of the celebrity. Endorsers or celebrity endorsers are people who value a product or convey a message in an advertisement with the aim of attracting consumer interest (Adinugraha et al, 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Marketing Endorsement Strategy in Batik Kampus: Islamic Business Ethics Perspective

Adinugraha

2021

scientia

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This research aims to describe the problem of endorsement as a marketing strategy for Batik Kampus Online Shop Buaran Pekalongan from the perspective of Islamic business ethics. The approach used in this research is phenomenology. The research location is in Buaran Pekalongan precisely on Jl. Pelita II, No. 54, Jenggot Gang 4. Sources and data collection techniques in this study using semi-structured interviews, participatory observation, and documentation. Internal validity is done using triangulation, emic and member checking. Data analysis using reduction, display and drawing conclusions. The results of this study concluded that the endorsement marketing strategy carried out by Batik Kampus via Instagram and telegram contained two types of endosers, namely testimonials and celebrity appeal. Endorsement as a Kampus Batik marketing strategy in terms of Islamic Business Ethics as a whole on social media. The products that Batik Kampus promote are not exaggerating and in accordance with Islamic Sharia principles. Products that are traded include products that are polite and cover the body. The use of endorsement as a marketing strategy by Batik Kampus has had a significant positive impact as evidencing by the increased sales turnover and the increase in admins who help him in online business in the market place and proven by the assets owned by Moh. Abdul Ghoni. Kampus Batik services are very fast, friendly and accept dropshipping or packaging which can make it easier for buyers to buy and resell Batik Kampus products to consumers directly.

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The Role of Celebrity Endorser on Purchasing Intention of Halal Cosmetic [Peran Celebrity Endorser Terhadap Minat Beli Kosmetik Berlabel Halal]

Cited by 3 publications

References 0 publications

The Influence of Celebrity Endorsers to Invesment Intention in Gen Z during Pandemic

The Influence of Celebrity Endorsers to Invesment Intention in Gen Z during Pandemic

The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study

Marketing Endorsement Strategy in Batik Kampus: Islamic Business Ethics Perspective

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