The influence of celebrity endorsers, product variations and product quality on scarlett whitening consumers' buying interest
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Published:
Jun 30, 2022
Keywords:
Buying Interest, Celebrity Endorsers, Product Quality, Product Variations
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Articles
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Abstract
This study aims to determine the Influence of Celebrity Endorsers, Product Variations and Product Quality on Scarlett Whitening Consumers' Buying Interest (Case Study of Scarlett Whitening Official Instagram Followers). The type of research used in this study is quantitative research. The sample determination technique in the study used a nonprobability sampling technique with the quota sampling method. It was done by distributing the questionnaire online using a google form against 100 samples, namely on Scarlett Whitening's Instagram followers. The data analysis method used is multiple linear regression analysis. The results of the partial test (Test t) showed that the celebrity endorser variables and product variations did not have a significant effect on Scarlett Whitening Consumer Buying Interest while the Product Quality variable had a significant effect on Scarlett Whitening Consumer Buying Interest. Furthermore, the results of simultaneous testing (Test F) showed that the three independent variables (Celebrity Endorser, Product Variation, and Product Quality) influenced the dependent variable (Consumer Buying Interest). The coefficient of determination (Adjusted R Square) shows that the variables Celebrity Endorser, Product Variation and Product Quality can explain the variation in Consumer Buying Interest is 63.8% while the remaining 36.2% is explained by other variables that were not studied in this study.
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How to Cite
Sigalingging, R. J., Ginting, E. S., & Tarigan, P. S. (2022). The influence of celebrity endorsers, product variations and product quality on scarlett whitening consumers’ buying interest. Indonesia Accounting Research Journal, 10(1), 18–25. Retrieved from https://journals.iarn.or.id/index.php/Accounting/article/view/3
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Van der Ploeg, J. D. (2020). From biomedical to politico-economic crisis: the food system in times of Covid-19. The Journal of Peasant Studies, 47(5), 944–972.
Wang, J. (2021). The Persuasiveness of Celebrity versus Social Media Influencer Endorsements as a Function of Product Type and the Mediating Role of Endorser-Product Perceived Fit. Concordia University.
Andi, A., Suyono, S., Al Hafis, P., & Hendri, H. (2020). PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK, DESAIN PRODUK TERHADAP MINAT BELI SMARTPHONE ASUS PADA MAHASISWA PELITA INDONESIA. Procuratio: Jurnal Ilmiah Manajemen, 8(1), 23–36.
Aries, A., Vional, V., Saraswati, L., Wijaya, L., & Ikhsan, R. (2020). Gamification in learning process and its impact on entrepreneurial intention. Management Science Letters, 10(4), 763–768.
Bancin, J. B. (2021). Citra Merek dan Word of Mouth (Peranannya dalam Keputusan Pembelian Mobil Nissan Grand Livina). Jakad Media Publishing.
Bartfeld, S. (2021). Celebrity, Persuasion and Social Media: Digital Influencers’ use of Instagram Strategies to Increase Follower Loyalty. La Trobe.
Bauer, G. R., Churchill, S. M., Mahendran, M., Walwyn, C., Lizotte, D., & Villa-Rueda, A. A. (2021). Intersectionality in quantitative research: a systematic review of its emergence and applications of theory and methods. SSM-Population Health, 14, 100798.
Chavadi, C. A., Sirothiya, M., Vishwanatha, M. R., & Yatgiri, P. V. (2021). Analysing the moderating effects of product involvement and endorsement type on consumer buying behaviour: An empirical study on youth perspective. IIM Kozhikode Society & Management Review, 22779752211009004.
De Canio, F., & Martinelli, E. (2021). EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives. Food Research International, 139, 109846.
Erskine, M. V. (2021). The Emergence of the Social Media Influencer: How Influencers Dictate Consumers Trust of Branded Contents. California State University, Los Angeles.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.
FitzPatrick, M. (2021). Endocrine Disrupting Chemicals and Personal Care Products: Risk Awareness and Exposure Assessment for Women’s Reproductive Health. Boston University.
Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), 464–485.
Guest, G., Namey, E., & Chen, M. (2020). A simple method to assess and report thematic saturation in qualitative research. PloS One, 15(5), e0232076.
Han, J., Zhang, X., He, S., & Jia, P. (2021). Can the coronavirus disease be transmitted from food? A review of evidence, risks, policies and knowledge gaps. Environmental Chemistry Letters, 19(1), 5–16.
Indrasari, M. (2019). PEMASARAN DAN KEPUASAN PELANGGAN: pemasaran dan kepuasan pelanggan. Unitomo Press.
Islami, R. B., Wardhana, A., & Pradana, M. (n.d.). The Influence of Social Media Influencer and Product Quality on Purchase Decisions (Case Study on Promotion of Hand & Body Lotion Scarlett Whitening in Instagram).
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278.
Khan, S. W., & Zaman, U. (2021). Linking celebrity endorsement and luxury brand purchase intentions through signaling theory: A serial-mediation model involving psychological ownership, brand trust and brand attitude. Pakistan Journal of Commerce and Social Sciences (PJCSS), 15(3), 586–613.
Liu, G., Fei, S., Yan, Z., Wu, C.-H., Tsai, S.-B., & Zhang, J. (2020). An empirical study on response to online customer reviews and E-commerce sales: from the mobile information system perspective. Mobile Information Systems, 2020, 1–12.
Mengist, W., Soromessa, T., & Legese, G. (2020). Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
Mertler, C. A., Vannatta, R. A., & LaVenia, K. N. (2021). Advanced and multivariate statistical methods: Practical application and interpretation. Routledge.
Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50–79.
Molina, L. (2021). Celebrity Avatars: A Technical Approach to Creating Digital Avatars for Social Marketing Strategies. Florida Atlantic University.
Monge-Benito, S., Elorriaga-Illera, A., & Olabarri-Fernández, E. (2020). YouTube celebrity endorsement: audience evaluation of source attributes and response to sponsored content. A case study of influencer Verdeliss. Communication & Society, 33(3), 149–166.
Nanda, M. C. (2020). Gen-Z Shopping: Separating Myth from Reality. Business of Fashion.
Nurjaya, N., Erlangga, H., Hong, L. Z., & Wijayanti, K. D. (2020). The Effect of Work Stress and Work Conflict on Employees Turnover Intention In Middle Small Micro Enterprises (MSMEs) In South Tangerang Region. International Journal of Educational Administration, Management, and Leadership, 51–62.
Nuryati, S., & Arfani, S. (2020). The Effect of Celebrity Endorsement and Brand Image on Purchase Decisions on Elzatta Hijab for Students in Jakarta. Journal of Research in Business, Economics, and Education, 2(5), 1286–1300.
Okai, A. N. O. (2021). Movies That Sell: A Rhetorical Analysis of Product Placements in Marvel Movies. East Tennessee State University.
Page, M. A. (2021). “I Don’t See Color” Examining Educational Leaders’ Experiences with Colorism and Their Interpretation on How Colorism Affects 21st Century Learning. Concordia University Texas.
Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4), 521–540.
Parmariza, Y. (2020). Online Consumers’ Buying Behavior Perspective on Instagram Platform. 4th International Conference on Management, Economics and Business (ICMEB 2019), 212–224.
Rawi, M. A. T., Wibowo, G., & Dwisaputra, M. R. A. (2020). The Influence Of Social Media, Brand Image And Celebrity Endorser To Purchase Intention On Tokopedia. American Journal of Humanities and Social Sciences Research, 4(7), 1–9.
Ruiz-Frau, A., Ospina-Alvarez, A., Villasante, S., Pita, P., Maya-Jariego, I., & de Juan, S. (2020). Using graph theory and social media data to assess cultural ecosystem services in coastal areas: Method development and application. Ecosystem Services, 45, 101176.
Scholz, J. (2021). How consumers consume social media influence. Journal of Advertising, 50(5), 510–527.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.
Tabuena, A. C., & Hilario, Y. M. C. (2021). Research data analysis methods in addressing the K-12 learning competency on data analysis procedures among senior high school research courses. International Journal of Recent Research and Applied Studies, 8(3), 1.
Teixeira, M. B. M., da Costa Galvao, L. L., Mota-Santos, C. M., & Carmo, L. J. O. (2020). Women and work: film analysis of Most Beautiful Thing. Revista de Gestão.
Tsai, F. M., & Bui, T.-D. (2021). Impact of word of mouth via social media on consumer intention to purchase cruise travel products. Maritime Policy & Management, 48(2), 167–183.
Van der Ploeg, J. D. (2020). From biomedical to politico-economic crisis: the food system in times of Covid-19. The Journal of Peasant Studies, 47(5), 944–972.
Wang, J. (2021). The Persuasiveness of Celebrity versus Social Media Influencer Endorsements as a Function of Product Type and the Mediating Role of Endorser-Product Perceived Fit. Concordia University.