scholarly journals Pengaruh Celebrity Endorser dan Media Sosial Youtube Sebagai Sarana Cyber Branding Terhadap Keputusan Pembelian Neo Coffee

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 426
Author(s):  
Julia Stefani ◽  
Ahmad Junaidi
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Testing Hypotheses ◽  
Quantitative Research Methods ◽  
Marketing Environment ◽  
Normality Test ◽  
History Of ◽  
Celebrity Endorser

In a marketing environment, effective communication is the most important thing that can bring the company achieved a history of success. The companies compete with each other as well as to seek a variety of things to do to promote their brands. Some examples include using celebrity endorser and make social media as a means of cyber branding youtube to promote their products. Currently we are in the era of technology and communications are growing very fast and are not restricted by time and space. By doing so, consumers are also increasingly selective in their choice of products, respectively. This study aimed to determine the effect of celebrity endorser and YouTube social media as a means of cyber branding on purchase decisions Neo Coffee. The method used is quantitative research methods. The samples used in this study were 75 people who are members of the NCT fandom in Instagram. Analysis of the data in this study using Validity Test, Test The reliability, Normality Test, Test Multiple Regression Analysis and Testing Hypotheses. Based on this research, it was found that the existence of significant influence and a strong hubungat between celebrity endorser and YouTube social media on purchasing decisions Neo Coffee.Dalam lingkungan pemasaran, komunikasi yang efektif merupakan hal terpenting yang dapat membawa perusahaan mencapai suatu kesusksesan. Perusahaan-perusahaan saling bersaing satu sama lain serta mengupayakan berbagai macam hal yang dapat dilakukan demi mempromosikan merk mereka. Beberapa contoh diantaranya adalah dengan menggunakan celebrity endorser dan menjadikan media sosial youtube sebagai sarana cyber branding untuk mempromosikan produk mereka. Saat ini kita sedang berada di dalam era teknologi dan komunikasi yang berkembang sangat cepat serta tidak dibatasi oleh ruang dan waktu. Dengan begitu, konsumen juga semakin selektif dalam menentukan produk pilihan mereka masing- masing. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser dan media sosial youtube sebagai  sarana cyber branding terhadap keputusan pembelian Neo Coffee. Metode penelitian yang digunakan adalah metode penelitian kuantitatif. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 75 orang yang merupakan anggota fandom NCT di Instagram. Analisis data pada penelitian ini menggunakan Uji Validitas, Uji Reabilitas, Uji Normalitas, Uji Analisis Regresi Berganda, dan Uji Hipotesis. Berdasarkan hasil penelitian, ditemukan bahwa adanya pengaruh signifikan dan hubungat yang kuat antara celebrity endorser  dan media sosial youtube terhadap keputusan pembelian Neo Coffee.

scholarly journals Effect of Instagram Social Media With Guest Purchase Decisions At Ibis Style Hotel Bogor Raya

2021 ◽  
Vol 7 (2) ◽  
Author(s):  
Julia Ratnawulan Skawanti
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Simple Linear Regression ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Quantitative Research Methods ◽  
Product Variation ◽  
The Government

<p align="center"><strong><em>ABSTRACK</em></strong></p><p><em> </em></p><p><em>During the Covid-19 Pandemic, the government limited people's activities outside the home, causing an increase in the use of Instagram social media, especially as a means of promotion. This phenomenon is exploited by the Ibis Style Hotel Bogor Raya manager with a strategy of maximizing attractive photos and videos with only a few promotional sentences but can attract consumer interest. This study aims to determine the correlation between the use of promotions through Instagram social media and the decision to purchase guests at the Ibis Style Hotel Bogor Raya.</em></p><p><em>By using quantitative research methods, using a sample of 100 people, namely hotel guests who have stayed at this hotel. Collecting data using a questionnaire that has been tested for validity and reliability. Data were analyzed using simple linear regression analysis. The data is processed using the SPSS version 25.0 application</em></p><p><em>Based on the results of this study, it was concluded that there was a strong correlation between Instagram Social Media and purchasing decisions and proved significant with R correlation number of 0.729. Meanwhile, the percentage contribution of the product variation variable to repurchase is 53.1% and the remaining 46.9% is influenced by other variables not examined in this study.</em></p><strong><em>Keywords</em></strong><em>: Instagram Social Media, Purchase Decision, Ibis Style Hotel Bogor Raya</em>

scholarly journals Purchase Decisions From Social Media Marketing, Product Innovation, and Celebrity Endorser

2021 ◽  
Vol 5 (1) ◽  
pp. 71-75
Author(s):  
Safira Ardian Sagita ◽  
Sarsono Sarsono
Keyword(s):  
Social Media ◽  
Product Innovation ◽  
Social Media Marketing ◽  
Linear Regression Method ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Multiple Linear Regression Method ◽  
The Social ◽  
Celebrity Endorser ◽  
The Times

Investing or saving with gold is in great demand today, in an easy way and everyone can do it. Investment in the sale and purchase of old make the company very competitive. This study aims as a test of social media marketing, product innovation, celebrity endorser on purchasing decisions for jewelry at the Semar Nusantara gold shop Sukoharjo branch. The sample of this research is 100 consumers using the multiple linear regression method. Based on the results of research and discussion, social media marketing, product innovation, celebrity endorsers have a positive and significant effect on purchasing decisions at the Semar Nusantara gold shop. Social Media Marketing can influence purchasing decisions at the Semar Nusantara gold shop, Sukoharjo branch, which is one of the jewelry stores that keep up with the times, it can be said that because the jewelry shop offers online on social media, Instagram, and shopee in particular. So that millennials can buy online at the shopee @semarnusantara account and What's Up. With the social media Instagram @semarnusantara, customers can more easily find the latest information on the Semar Nusantara gold shop.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, TRUST BRAND, AND WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY AT REAL B DISTRO SURABAYA).

2019 ◽  
Vol 1 (2) ◽  
pp. 267-273
Author(s):  
Risky Bahrudin Yusuf ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Purchasing Decisions

The intention of consumer purchases is the willingness of a product to buy the goods they want. this is a strong determinant in the purchase of a product or brand. Therefore this study aims to analyze whethervariables social media marketing, brand trust, word of mouth can influence purchasing decisions to buy various Persebaya attribute products that are sold at Real B Distro Surabaya. This research is quantitative research with a sample of 160 respondents. Furthermore, the data were analyzed using multiple linear regression analysis techniques and classical assumption tests. The results showed that the three hypotheses proposed had a significant and supportive effect. 

scholarly journals Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen

2021 ◽  
Vol 10 (2) ◽  
pp. 132-135
Author(s):  
Devi Edriani
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Product Quality ◽  
Quantitative Research ◽  
Descriptive Analysis ◽  
Reliability Test ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Normality Test

This study aims to analyze and see the effect of price perception and product quality on consumer purchasing decisions on the G Force brand Accu Battery product in Kuranji District, Padang city. The population of this study are consumers who use the Accu Battery G Force product in Kuranji Padang District within a span of 6 months. This type of research is quantitative research. Test the instrument using the validity test and the reliability test. Data analysis used descriptive analysis and inductive analysis, namely normality test, heteroscedasticity test and multicollinearity test. Hypothesis testing using multiple regression analysis, F test and t test. From data processing, the result is Y = 14,171 + 0.116 X1 + 0.870 X2. The results of this study indicate that: 1) Price Perception has a significant effect on Consumer Purchase Decisions, 2) Product Quality has a significant effect on Consumer Purchase Decisions, 3) Perception of Price and Product Quality together have a significant effect on Consumer Purchase Decisions

The Influence of E-WOM and Celebrity Endorser on Instagram on Ortuseight Shoes Purchase Decisions

2021 ◽  
Vol 4 (3) ◽  
pp. 149-155
Author(s):  
Dwi Indah Kinanti ◽  
Anindita Lintangdesi Afriani
Keyword(s):  
Social Media ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Analysis Techniques ◽  
Celebrity Endorser ◽  
Source Of Information ◽  
Celebrity Endorsers

The development of technology and information is increasingly advanced and rapid, making it easy for people to access the internet looking for various kinds of information. One source of information that is often accessed is social media, especially social media Instagram. The rise of the user's social media especially instagram provides opportunities that can be exploited for employers to do digital marketing, as did Ortuseight. Ortuseight is a local brand that was founded in 2018, with a focus on selling futsal and football shoes. Ortuseight promotes its products through e-wom which utilizes Instagram media and uses celebrity endorsers to give trust to consumers. The purpose of this study is analyze the influence of e-wom and celebrity endorsers on purchasing decisions shoes Ortuseight. This research method uses a quantitative approach, with multiple linear regression analysis techniques. Data collection for distributing questionnaires via google form to 50 people who have purchased  Ortuseight shoes. The results of this study include: 1) e-wom partially has a significant effect on purchasing decisions; 2) celebrity endorsers partially do not affect purchasing decisions; 3) electronic word of mouth and celebrity endorser simultaneously have a positive and significant effect on purchasing decisions. This research concludes that simultaneously the e-wom and celebrity endorser variables have a positive and significant effect on purchasing decisions. However, a partially e-wom variable has a positive and significant influence on purchasing decisions.   Keywords: e-wom, celebrity endorser, purchase decision, ortuseight.

scholarly journals Hubungan Motif dan Kepuasan Penggunaan Media Sosial Instagram di Mahasiswa Komunikasi Penyiaran Islam Angkatan 2014-2017

2019 ◽  
Vol 2 (2) ◽  
pp. 74-78
Author(s):  
Ngudi Ambar Sari ◽  
Bukhari Bukhari ◽  
Usman Usman ◽  
Prima Kurinati Hamzah
Keyword(s):  
Social Media ◽  
User Satisfaction ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Quantitative Research Methods ◽  
The Public ◽  
Media Usage ◽  
Active User ◽  
The Relationship

Instagram is one of the most popular social media for the public. One difference between Instagram and other social media, is that instamam is more likely to be used to find information and share information with users than to interact directly with fellow users. The purpose of this study is to find out and explain the motives and active user satisfaction in using Instagram social media and find out the relationship between the motives and satisfaction of Instagram social media usage. This study uses use and gratification theory which assumes that individuals have certain goals in using media. The method used in this research is quantitative research methods. The data collection tool is the questionnaire has been validated. The research sample was 70 people. The sampling technique is simple random sampling. The statistic test that the researchers used was the Partial Correlation Test (Pearson Product Moment). Data is processed using SPSS version 20. The results of this study indicate users want to get information and knowledge that is happening at the present time. Information satisfaction becomes the most obtained by Instagram social media users. Overall Instagram social media has given satisfaction to users and there is a significant relationship between motives and satisfaction.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

scholarly journals ANALISIS KUALITAS KONTEN DAN AKURASI TERHADAP KEPUASAN GURU MENGGUNAKAN APLIKASI E-RAPOR DI SMK NEGERI 3 PARIAMAN

AL MURABBI ◽  
2020 ◽  
Vol 5 (2) ◽  
pp. 73-82
Author(s):  
Ayu Eka Putri
Keyword(s):  
User Satisfaction ◽  
Quantitative Research ◽  
Teacher Satisfaction ◽  
Report Cards ◽  
Validity And Reliability ◽  
Quantitative Research Methods ◽  
Normality Test ◽  
Content Variable ◽  
Study Population ◽  
Linearity Test

This study aims to reveal content and test the satisfaction of teachers using e-report cards at SMK Negeri 3 Pariaman. This research uses quantitative research methods using correlational. The study population was all teachers who taught at SMK Negeri 3 Pariaman who took 74 people with a sample of 12 people taken by proportional random sampling. Data collection techniques using a research questionnaire. The questionnaire was tested on 12 members who were not included in the sample, then conducted a validity and reliability test. Testing the data analysis requirements and hypotheses with the normality test, linearity test, multicollinearity test and regression analysis. The analysis results obtained Content Variable (X1) has a proportion of Teacher Satisfaction (Y), with a significance value of 0,000 <0.05, Fcount> Ftable (8,478> 1,812), Accuracy Variable (X2) has a relationship with Teacher Satisfaction (Y), with a significance value of 0,000 <0.05, Fcount> Ftable (11,397> 1,812). Content Variable (X1 Accuracy (X2) has a composition together with User Satisfaction (Y) E-Rapor in SMK Negeri 3 Pariaman, with a significance value of 0,000 <0.05 and Fcount> Ftable (65,177> 4.04).

The use of social media by South African organisations

2018 ◽  
Vol 15 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Nomusa Nomhle Dlamini ◽  
Kevin Johnston
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Quantitative Research ◽  
Brand Management ◽  
Research Question ◽  
Management Tool ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Main Research

Purpose The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence. Design/methodology/approach The study used quantitative research methods to answer the main research question and sub-questions. Findings The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering. Research limitations/implications The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities. Practical implications It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers. Social implications Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information. Originality/value The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.

scholarly journals The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City)

2017 ◽  
Vol 1 (1) ◽  
pp. 55
Author(s):  
Henry Aspan ◽  
Iskandar Muda Sipayung ◽  
Ade Putri Muharrami ◽  
Husni Muharram Ritonga
Keyword(s):  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Positive Influence ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Product Price ◽  
Cosmetic Product ◽  
Product Pricing

The purpose research to determine the effection of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai. The total of samples in this research are 100 respondents. This research uses a quantitative research. The method of data analysis was conducted using multiple linear regression analysis. The results showed that the variables simultaneously on the halal label , halal realization, product pricing, and respect for the trademark with the decision to purchase in Binjai get the effects to buy cosmestic Sariayu Martha Tilaar. The variabel of effection of halal label, realization halal, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai are individually not significant effect on purchasing decisions. While the price of individual products has positive influence on purchase decisions cosmetics Sariayu Martha Tilaar. The result of coefficient determination test indicates that the variable of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product by 15.8% (low), while the balance of 84.2% is influenced by other variables not examined in this research.

Sign in / Sign up

Export Citation Format

Share Document