Pengaruh Celebrity Endorser (Sehun), Brand Trust, dan Viral Marketing Terhadap Keputusan Pembelian Produk Whitelab

Studi Pemasaran Produk Whitelab Pada Followers Instagram @Whitelab.Id

Authors

  • Jeciska Shelly F. Sihombing Universitas Sumatera Utara
  • Hafiza Adlina Universitas Sumatera Utara

DOI:

https://doi.org/10.59603/ebisman.v2i2.400

Keywords:

Celebrity Endorser (Sehun), Brand Trust, Viral Marketing, Purchase Decision

Abstract

At the present time, the utilisation of social media is expanding at an unprecedented rate. Many individuals are connected through social media, which has created extraordinary business opportunities. As a result, purchasing and selling activities have become more dynamic and have reached a broader audience. This research endeavours to evaluate the impact of viral marketing, brand trust, and celebrity endorsers (Sehun) on the purchasing decisions of Whitelab Instagram followers. The research employed is quantitative and employs an associative approach. Followers of whitelab Instagram were the population of this investigation. This investigation employed probability sampling with a sample of 100 respondents. Primary data was acquired by disseminating questionnaires online using Google Forms, while secondary data was acquired through literature studies. The research conducted has revealed that the variables of celebrity endorser (Sehun), brand trust, and viral marketing have a substantial impact on the purchasing decisions of Whitelab products among Whitelab Instagram followers, both partially and simultaneously. The coefficient of determination test indicates that there is a strong correlation between celebrity endorsers (Sehun), brand trust, and viral marketing in relation to purchasing decisions, with a R value of 0.860. According to the Adjusted R Square value or coefficient of determination, the celebrity endorser (Sehun) variable (X1), brand trust (X2), and viral marketing (X3) can account for 73.2% of the purchasing decision variable (Y). The remaining 26.8% is influenced by variables that are not addressed in this study.

 

 

References

Ardhillah, G., Corry, & Dewi. (2023). Pengaruh Iklan Media Sosial dan Selebriti Pendukung Terhadap Niat Beli Produk Skincare Lokal di Instagram. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1), 132-145.

Charviandi, A., dkk. (2023). Manajemen Pemasaran Perspektif Digital Marketing. Purbalingga: CV Eureka Media Aksara.

Berger, J. (2016). Contagious: Why Things Catch On. New York: Simon & Schuster.

Fauzan, R., dkk. (2023). Produk dan Merek. Sumatera Barat: PT Global Eksekutif Teknologi.

Fitriana, O., & Novelia Utami. (2017). Strategi Promosi Pemasaran. Jakarta: FKIP UHAMKA.

Katadata.co.id. (2023). Produk yang Dibeli Responden Melalui Media Sosial (Juli Agustus 2022). Diakses pada 16 September 2023, dari https://databoks.katadata.co.id/datapublish/2023/07/28/ini-produk-yang-banyak-dibeli-konsumen-indonesia-lewat-media-sosial

Kotler, P., & Keller, K. (2016). Marketing Management. United States: Pearson.

Napoleoncat. (2023). Pengguna Instagram di Indonesia. Diakses pada 17 September 2023, dari https://napoleoncatcom.translate.goog/stats/instagramusers-in-indonesia/2023/08/

Parmariza, Y. (2019). Pengaruh Celebrity endorser, Kualitas Informasi, Viral marketing dan Kepercayaan Konsumen Terhadap Keputusan Pembelian di Instagram. Jurnal Ilmiah Manajemen Bisnis, 5(3), 192-206.

Raturandang, V. E., Joyce, & Yunita. (2022). Pengaruh Lifestyle, Inovasi Produk dan Viral marketing Terhadap Keputusan Pembelian Produk Skincare MS Glow Pada Reseller Pasar 45 Manado. Jurnal EMBA, 10(2), 620-631.

Samsudin, A., dkk. (2023). Pengaruh Celebrity endorser Terhadap Keputusan pembelian Produk Skincare. Jurnal Kajian Ekonomi & Bisnis Islam, 4(5), 1171-1180.

Shimp, T., & Andrews, J. (2017). Integrated Marketing Communications. South Western: Cengage Learning.

Sigar, D., Djurwaty, & Jeffry. (2021). Pengaruh Brand Ambassador, Viral marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis UNSRAT. Jurnal EMBA, 9(4), 841-850.

Siregar, O. M., & Nasution, M. D. T. P. (2023). Revolutionizing Marketing: Strategi Inovatif Bisnis Modern. Sumatera Barat: Mitra Cendekia Media.

Siregar, O. M., & Nasution, M. D. T. P. (2023). Perilaku konsumen offline & online. PT. Dewangga Energi Internasional.

Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.

Tri Wahyuni, Y. (2022). Pengaruh Online Customer Rating dan Celebrity endorser Terhadap Keputusan Pembelian Konsumen di E-commerce dengan Online Customer Review Sebagai Variabel Moderasi. Diponegoro Journal Of Management, 11(3), 2337-3792.

Published

2024-06-15

How to Cite

Jeciska Shelly F. Sihombing, & Hafiza Adlina. (2024). Pengaruh Celebrity Endorser (Sehun), Brand Trust, dan Viral Marketing Terhadap Keputusan Pembelian Produk Whitelab : Studi Pemasaran Produk Whitelab Pada Followers Instagram @Whitelab.Id. EBISMAN : EBisnis Manajemen, 2(2), 70–82. https://doi.org/10.59603/ebisman.v2i2.400