The Influence of Viral Marketing and Celebrity Endorser On The Purchase Intention of Skintific Products In Tanjungpinang
DOI:
https://doi.org/10.38035/ijam.v2i2.334Keywords:
Viral Marketing, Celebrity Endorser, Purchase Intention.Abstract
In the cosmetics industry, the use of viral marketing strategies and celebrity endorsers has been widely used to increase buying interest. Many studies have proven that buying interest is influenced by viral marketing strategies and celebrity endorsers. For this reason, this study aims to determine the influence of viral marketing and celebrity endorsers on the interest in buying Skintific products in Tanjungpinang. The sample in this study was 384 respondents taken from the people of Tanjungpinang city who had an interest in cosmetics. The research method used in this study is quantitative research with questionnaire distribution and using multiple linear regression analysis. The results showed that viral marketing and celebrity endorsers had a positive and significant effect on the purchase intention of Skintific products in Tanjungpinang. Several recommendations and managerial implications have been proposed at the end of this study.
References
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Astasari, M. O., & Sudarwanto, T. (2021). Pengaruh viral marketing dan kepercayaan konsumen terhadap minat beli konsumen. Jurnal Manajemen, 13(2), 195–203.
Barokah, S., Mustofa, D., & Rahmadani, P. P. (2021). Kredibilitas Celebrity Endorser Dan Minat Beli Penggemar Raffi Ahmad Dan Nagita Slavina Terhadap Skincare Ms Glow. Scientific Journal Of Reflection?: Economic, Accounting, Management and Business, 4(3), 511–520. https://doi.org/10.37481/sjr.v4i3.330
Brigitta, M. (2022). REVIEW Skintific MSH Niacinamide Brightening Moisturizer Gel | baru tau ada kandungan sebagus ini??. Youtube. https://www.youtube.com/watch?v=9xlrUCdmQew&t=211s
Choshaly, S. H., & Mirabolghasemi, M. (2022). The role of viral marketing strategies in predicting purchasing intention of eco-labelled products. Journal of Islamic Marketing, 13(5), 997–1015. https://doi.org/10.1108/JIMA-04-2020-0102
Dean, D. H. (1999). Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Journal of Advertising, 28(3), 1–12. https://doi.org/10.1080/00913367.1999.10673585
Dean, D. H., & Biswas, A. (2001). Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services. Journal of Advertising, 30(4), 41–57. https://doi.org/10.1080/00913367.2001.10673650
Dwinanda, B., Syaripuddin, F. A., Hudaifi, , & Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35–44. https://doi.org/10.30935/mjosbr/11820
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Fard, M. H., & Marvi, R. (2019). Viral marketing and purchase intentions of mobile applications users. International Journal of Emerging Markets, 15(2), 287–301. https://doi.org/10.1108/IJOEM-06-2018-0291
Gaol, F. P. br lumban, Purwaamijaya, B. M., & Sarah, S. (2023). The Influence Of Viral Marketing And Influencer Marketing Against Purchase Intention Tiktok Account @Somethincofficial. Indonesian Journal of Digital Business, 3(1), 43–49.
Haudi, H., Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224. https://doi.org/10.5267/j.uscm.2021.9.006
Haya, A. F., Fadila, A., & Desyantama, H. (2021). Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory Bandar Lampung. Jurnal Manajemen Dan Bisnis (JMB), 3(1), 15–23.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Indonesia, M. M. (2023). Strategi Marketing Ala Skintific, Bikin Merek Kosmetikmu Viral dan Populer. Ttps://Mashmoshem.Co.Id. https://mashmoshem.co.id/strategi-marketing-ala-skintific/#:~:text=Strategi marketing pertama ala brand,yang di dalamnya disertai edukasi.
Irwansyah, M. R., Devi, S., & Dewi, L. G. K. (2019). The Influence Of Viral Marketing On Online Purchasing Decisions Of Students. Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19), 103, 132–137. https://doi.org/10.2991/teams-19.2019.21
Kemp, S. (2023). Digital 2023: Indonesia. Https://Datareportal.Com/. https://datareportal.com/reports/digital-2023-indonesia
Kusuma, L. M., Wipudiari, M. B., Enshito, K. S. R., & Jahja, A. S. (2023). Pengaruh Influencer, User Generated Content, Brand Image Terhadap Purchase Intention Produk Skintific Di Media Sosial Tiktok. Jurnal Manajemen, Akuntansi Dan Ekonomi, 2(2), 17–27. https://jurnal.erapublikasi.id/index.php/JMAE/index
Kusumadewi, N., & Saraswati, T. G. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Official Scarlett Di SHopee dan Tokopedia. E-Proceeding of Management, 7(2), 6476–6489.
Muhajir, M., Mukaromah, H., Fathudin, F., Purwanti, K. L., Ansori, Y. Al, Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, R., & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2), 637–644. https://doi.org/10.5267/j.uscm.2021.11.002
Mutia, A. (2022). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022. Https://Databoks.Katadata.Co.Id/. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2), 1–23. https://doi.org/10.33021/firm.v3i2.476
Putri, S. A., Yohana, C., & Yusuf, M. (2021). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness TerhadapPurchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(3), 769–786.
Ramadhan, N., Hurriyati, R., & Dirgantari, P. D. (2023). Pengaruh Viral Marketing Terhadap Purchase Intention Melalui Brand Equity Pada Kampanye Inclusive Beauty MS Glow For Men. Coopetition?: Jurnal Ilmiah Manajemen, 14(Vol. 14 No. 1 (2023): Coopetition?: Jurnal Ilmiah Manajemen), 109–118. https://journal.ikopin.ac.id/index.php/coopetition/article/view/2687/2560
Shahnaz, N. B. F., & Wahyono. (2017). Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online. Management Analysis Journal, 5(4), 389–399. https://doi.org/10.15294/MAJ.V5I4.5571
Singh, R. K., Kushwaha, B. P., Chadha, T., & Singh, V. A. (2021). Influence Of Digital Media Marketing And Celebrity Endorsement On Consumer Purchase Intention. Journal Of Content Community And Communication, 14(8), 145–158. https://doi.org/10.31620/JCCC.12.21/12
Situmeang, I. V. O. (2022). Pengaruh Pesan Viral Marketing Digital Dan Brand Image Terhadap Minat Beli Followers (Studi Eksplanatif Pada Akun Instagram @Lu’miere). MEDIALOG: Jurnal Ilmu Komunikasi, 5(1), 277–289. https://doi.org/10.35326/medialog.v5i1.2296
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Utarsih, H. (2014). Pengaruh Celebrity Endorser Terhadap Minat Beli Kartu AS (Studi Kasus pada Penduduk Bandung). Jurnal Ilman: Jurnal Ilmu Manajemen, 1(2), 105–112.
Yoon, K., Kim, C. H., & Kim, M.-S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication and Society, 1(3–4), 153–173. https://doi.org/10.1080/15205436.1998.9677854
ZAP Beauty Index. (2020). ZAP Beauty Index 2020 | 1. In ZAP Beauty. https://zapclinic.com/zapbeautyindex/2020
Angelia, D. (2022). Serum Wajah Jadi Produk Kecantikan Paling Dicari Masyarakat Indonesia. Https://Goodstats.Id/. https://goodstats.id/article/serum-wajah-jadi-produk-kecantikan-paling-dicari-masyarakat-indonesia-oT8kC
Anisa, N. R. (2021). Pengaruh Label Halal dan Inovasi Produk Terhadap Minat Beli Ulang (Survei Online Pada Pengikut Instagram @Safiindonesia). Jurnal Indonesia Sosial Sains, 2(12), 2138–2146. https://doi.org/10.36418/jiss.v2i12.453
Ardianti, C. N., & Erdiansyah, R. (2022). Pengaruh Viral Marketing Dan Celebrity Endorser Terhadap Minat Beli Ibu Rumah Tangga Di Jakarta Barat. Kiwari, 1(4), 640–645. https://journal.untar.ac.id/index.php/Kiwari/article/view/15935
Astasari, M. O., & Sudarwanto, T. (2021). Pengaruh viral marketing dan kepercayaan konsumen terhadap minat beli konsumen. Jurnal Manajemen, 13(2), 195–203.
Barokah, S., Mustofa, D., & Rahmadani, P. P. (2021). Kredibilitas Celebrity Endorser Dan Minat Beli Penggemar Raffi Ahmad Dan Nagita Slavina Terhadap Skincare Ms Glow. Scientific Journal Of Reflection?: Economic, Accounting, Management and Business, 4(3), 511–520. https://doi.org/10.37481/sjr.v4i3.330
Brigitta, M. (2022). REVIEW Skintific MSH Niacinamide Brightening Moisturizer Gel | baru tau ada kandungan sebagus ini??. Youtube. https://www.youtube.com/watch?v=9xlrUCdmQew&t=211s
Choshaly, S. H., & Mirabolghasemi, M. (2022). The role of viral marketing strategies in predicting purchasing intention of eco-labelled products. Journal of Islamic Marketing, 13(5), 997–1015. https://doi.org/10.1108/JIMA-04-2020-0102
Dean, D. H. (1999). Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Journal of Advertising, 28(3), 1–12. https://doi.org/10.1080/00913367.1999.10673585
Dean, D. H., & Biswas, A. (2001). Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services. Journal of Advertising, 30(4), 41–57. https://doi.org/10.1080/00913367.2001.10673650
Dwinanda, B., Syaripuddin, F. A., Hudaifi, , & Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35–44. https://doi.org/10.30935/mjosbr/11820
Ellyzabeth. (2021). Skintific 5x Ceramide Barrier Repair Moisture Gel Review | Moisturizer Gel Ringan?! Https://Www.Lisaandherworld.Com. https://www.lisaandherworld.com/2021/10/skintific-5x-ceramide-barrier-repair.html
Fard, M. H., & Marvi, R. (2019). Viral marketing and purchase intentions of mobile applications users. International Journal of Emerging Markets, 15(2), 287–301. https://doi.org/10.1108/IJOEM-06-2018-0291
Gaol, F. P. br lumban, Purwaamijaya, B. M., & Sarah, S. (2023). The Influence Of Viral Marketing And Influencer Marketing Against Purchase Intention Tiktok Account @Somethincofficial. Indonesian Journal of Digital Business, 3(1), 43–49.
Haudi, H., Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224. https://doi.org/10.5267/j.uscm.2021.9.006
Haya, A. F., Fadila, A., & Desyantama, H. (2021). Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory Bandar Lampung. Jurnal Manajemen Dan Bisnis (JMB), 3(1), 15–23.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Indonesia, M. M. (2023). Strategi Marketing Ala Skintific, Bikin Merek Kosmetikmu Viral dan Populer. Ttps://Mashmoshem.Co.Id. https://mashmoshem.co.id/strategi-marketing-ala-skintific/#:~:text=Strategi marketing pertama ala brand,yang di dalamnya disertai edukasi.
Irwansyah, M. R., Devi, S., & Dewi, L. G. K. (2019). The Influence Of Viral Marketing On Online Purchasing Decisions Of Students. Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19), 103, 132–137. https://doi.org/10.2991/teams-19.2019.21
Kemp, S. (2023). Digital 2023: Indonesia. Https://Datareportal.Com/. https://datareportal.com/reports/digital-2023-indonesia
Kusuma, L. M., Wipudiari, M. B., Enshito, K. S. R., & Jahja, A. S. (2023). Pengaruh Influencer, User Generated Content, Brand Image Terhadap Purchase Intention Produk Skintific Di Media Sosial Tiktok. Jurnal Manajemen, Akuntansi Dan Ekonomi, 2(2), 17–27. https://jurnal.erapublikasi.id/index.php/JMAE/index
Kusumadewi, N., & Saraswati, T. G. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Official Scarlett Di SHopee dan Tokopedia. E-Proceeding of Management, 7(2), 6476–6489.
Muhajir, M., Mukaromah, H., Fathudin, F., Purwanti, K. L., Ansori, Y. Al, Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, R., & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2), 637–644. https://doi.org/10.5267/j.uscm.2021.11.002
Mutia, A. (2022). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022. Https://Databoks.Katadata.Co.Id/. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2), 1–23. https://doi.org/10.33021/firm.v3i2.476
Putri, S. A., Yohana, C., & Yusuf, M. (2021). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness TerhadapPurchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(3), 769–786.
Ramadhan, N., Hurriyati, R., & Dirgantari, P. D. (2023). Pengaruh Viral Marketing Terhadap Purchase Intention Melalui Brand Equity Pada Kampanye Inclusive Beauty MS Glow For Men. Coopetition?: Jurnal Ilmiah Manajemen, 14(Vol. 14 No. 1 (2023): Coopetition?: Jurnal Ilmiah Manajemen), 109–118. https://journal.ikopin.ac.id/index.php/coopetition/article/view/2687/2560
Shahnaz, N. B. F., & Wahyono. (2017). Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online. Management Analysis Journal, 5(4), 389–399. https://doi.org/10.15294/MAJ.V5I4.5571
Singh, R. K., Kushwaha, B. P., Chadha, T., & Singh, V. A. (2021). Influence Of Digital Media Marketing And Celebrity Endorsement On Consumer Purchase Intention. Journal Of Content Community And Communication, 14(8), 145–158. https://doi.org/10.31620/JCCC.12.21/12
Situmeang, I. V. O. (2022). Pengaruh Pesan Viral Marketing Digital Dan Brand Image Terhadap Minat Beli Followers (Studi Eksplanatif Pada Akun Instagram @Lu’miere). MEDIALOG: Jurnal Ilmu Komunikasi, 5(1), 277–289. https://doi.org/10.35326/medialog.v5i1.2296
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Utarsih, H. (2014). Pengaruh Celebrity Endorser Terhadap Minat Beli Kartu AS (Studi Kasus pada Penduduk Bandung). Jurnal Ilman: Jurnal Ilmu Manajemen, 1(2), 105–112.
Yoon, K., Kim, C. H., & Kim, M.-S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication and Society, 1(3–4), 153–173. https://doi.org/10.1080/15205436.1998.9677854
ZAP Beauty Index. (2020). ZAP Beauty Index 2020 | 1. In ZAP Beauty. https://zapclinic.com/zapbeautyindex/2020
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Published
2023-09-12
How to Cite
Septi Haryani, D. ., Yulius, Y. ., & Limakrisna, N. . (2023). The Influence of Viral Marketing and Celebrity Endorser On The Purchase Intention of Skintific Products In Tanjungpinang. International Journal of Advanced Multidisciplinary, 2(2), 542–550. https://doi.org/10.38035/ijam.v2i2.334
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