Pengaruh Celebrity Endorser, Electronic Word of Mouth, Content Marketing Tiktok terhadap Keputusan Pembelian Produk Scarlett Whitening
Main Article Content
Scarlett Whitening is a company engaged in the beauty sector and has been officially established since 2017. The Scarlett Whitening company uses social media as a tool to market products and find out customer needs and wants. The aim of this research is to understand the influence of celebrity endorser, electronic word of mouth, content marketing TikTok towards purchase decision of Scarlett Whitening product. This research uses quantitative descriptive alongside with purposive sampling. This research the sample used was 97 people with an age range of 16-60 years. The researchers use SPSS version 26 to process the data, with multiple linear regression as the main method. Based on the result of the study, it is indicated that the electronic word of mouth and content marketing does not significantly influence Purchase decision, while the celebrity endorser has a significant effect on purchase decision of Scarlett Whitening product.Celebrity endorsers, electronic word of mouth and content marketing together can measure the dependent variable, namely purchasing decisions.
Keywords:
Celebrity Endorser,, Content Marketing, Electronic Word of Mouth, Purchase Decision, Tiktok
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Fadhilah, Fadhilah, & Saputra, Galih Ginanjar. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 17(3), 505–512.
Hertina, Dede, Novtrianti, Nadhira, & Sukmawati, Sukmawati. (2022). Analysis of buying decision levels based on brand image, price, and digital marketing. International Journal of Business Ecosystem & Strategy (2687-2293), 4(1), 87–94. https://doi.org/10.36096/ijbes.v4i1.313
Huda, Isra Ul Huda, Karsudjono, Anthonius Junianto, & Darmawan, Ryan Darmawan. (2024). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, 11(1), 69–81.
Iskandar, Donant Alananto. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik.
Kim, Seongseop Sam, Choe, Ja Young Jacey, & Petrick, James F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Kinanti, Dwi Indah, & Afriani, Anindita Lintangdesi. (2020). Pengaruh E-WOM dan Celebrity Endorser di Instagram Terhadap Keputusan Pembelian Sepatu Ortuseight.
Mahliza, Febrina, Nugroho, Lucky, & Putra, Yananto Mihadi. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071(1), 12017. IOP Publishing.
Nadhiroh, Ainun. (2020). Pengaruh electronic word of mouth, credibility celebrity endorser, dan visibility celebrity endorser dewi sandra terhadap brand image wardah cosmetics (Studi kasus mahasiswi fakultas ekonomi dan bisnis Universitas YARSI). Jurnal Pundi, 3(3), 259–270. https://doi.org/10.31575/jp.v3i3.186
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Padmawati, Ni Made, & Suasana, I. Gusti Agung Ketut Gede. (2020). Peran Kepercayaan Merek Dalam Memediasi Pengaruh E-Wom Terhadap Keputusan Pembelian Produk Chatime Di Bali. Udayana University.
Pektas, Serife Yazgan, & Hassan, Azize. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourismology, 6(1), 79–98.
Rufaida, Tawisku Galuh. (2021). Pengaruh EWOM, brand image dan brand trust terhadap keputusan pembelian VOD Netflix. Syntax Literate; Jurnal Ilmiah Indonesia, 6(11), 5911–5927.
Sanditya, Rizka. (2019). Hubungan celebrity endorser dengan keputusan pembelian produk pakaian pada konsumen secara online di media sosial instagram. Psikoborneo: Jurnal Ilmiah Psikologi, 7(1), 100–104.
Supriatna, Agus, Nuraidah, Nuraidah, & Anugrah, Tri Gustian. (2022). Pengaruh Content Marketing Terhadap Keputusan Pembelian Pengguna ShopeePay Pada Masyarakat Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 8(24), 78–85. https://doi.org/10.5281/zenodo.7460594
Wachyuni, Suci Sandi, & Priyambodo, Tri Kuntoro. (2020). The influence of celebrity endorsement in restaurant product purchase decisions making. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 45–54. https://doi.org/10.18510/ijmier.2020.625
