The Effect of Advertising Disclosure Language and Celebrity Endorsement on Tiktok on Purchasing Decisions for Fashion Outfit Products
DOI:
https://doi.org/10.38035/ijam.v2i2.342Keywords:
Product Purchase,, Advertising Disclosure Language,, Celebrity Endorsment.Abstract
Today's growing promotional media greatly affects the digital world and product marketing on purchasing decisions. The Effect of Advertising Disclosure Language and Celebrity Endorsment on Purchasing Decisions for Fashion Outfit products is research within the scope of management science. The aim is to analyze and examine the effect of advertising disclosure language and celebrity endorsment on tiktok on purchasing decisions for fashion outfit products for teenagers, especially students at dharmas indonesia university. The method used is quantitative method. data collection using a questionnaire. Data analysis techniques with Validity test, Instrument reliability test, Correlation analysis, Hypothesis test, Multiple Regression analysis, Classical Assumption test, Multiple linear Regression analysis. The population in this study were 1,811 respondents and the samples in this study were 292 who were students of Dharmas Indonesia University. The results of this study: 1) Advertising Disclosure Language affects the purchase decision of Fashion Outfit products; and 2) Celebrity Endorsment has an effect on purchasing decisions for Fashion Outfit products.
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Ali, H., Limakrisna, N., & Jamaluddin, S. (2016). Model of customer satisfaction: The empirical study at Bri in Jambi. International Journal of Applied Business and Economic Research.
Ali, H., Zainal, V. R., & Ilhamalimy, R. R. (2022). Determination of Purchase Decisions and Customer Satisfaction: Analysis of Brand Image and Service Quality (Review Literature of Marketing Management). Dynasty International Journal of Digital Business Management, 3(1), 141-153. https://doi.org/10.31933/dijdbm.v3i1.1100
Christea, K., & Chairun Nisa, P. (2022). The Effect of Advertising Disclosure Language on Buying Interest in Beauty and Fashion Products on Instagram with Source Credibility as an Intervening Variable. Journal of Management and Organization, 13(1), 12-22. https://doi.org/10.29244/jmo.v13i1.37510
Fildzah, N. A., & Sari, D. (2017). THE INFLUENCE OF CELEBRITY ENDORSERS AND WORD OF MOUTH ON PURCHASING DECISIONS FOR ONLINE SHOP ALCO SWEATER PRODUCTS ON SOCIAL MEDIA INSTAGRAM. Business & Entrepreneurship, 11(2), 99-112. www.globalwebindex.net
Hayati, M. N. (2019). The Effect of Brand Image, Price Perception, Product Quality and Celebrity Endorser on Purchasing Decisions for Wardah Products at Puspa Indah Cosmetic Magelang. SiPustaka Mandiri, 1-62. http://eprintslib.ummgl.ac.id/2311/
Kerin, S. M., & Musadad, A. (2022). The Effect of Digital Marketing and Celebrity Endorsement on Purchasing Decisions for Erigo Products in Cirebon City. Scientific Journal of Wahana Pendidikan, 8 (September), 498-510.
Khoziyah, S., & Lubis, E. E. (2021). The Effect of Digital Marketing on Purchasing Decisions of Followers of Instagram @KPopConnection Online Shop. Journal of Communication Science, 10(1), 39-50.
Nasution, A. E., & Lesmana, M. T. (2018). The Effect of Price and Service Quality on Consumer Purchasing Decisions (Case Study at Alfamart in Medan City). Proceedings of the Indonesian Vocational National Seminar, 1(2), 83-88.
Novansa, H., & Ali, H. (1926). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Pramesti, T. febrian dwi. (2021). INFLUENCE OF BRAND IMAGE, PRICE PERCEPTION, AND CELEBRITY ENDORSEMENT ON PURCHASE DECISIONS OF PURBASARI COSMETIC PRODUCTS (Study on Purbasari Cosmetics Consumers in Surabaya City). 1-15. http://repository.stiemahardhika.ac.id/2551/
Rahmadani, R. G. (2022). INFLUENCE OF CELEBRITY ENDORSEMENT, BRAND IMAGE AND BRAND TRUST ON PRODUCT PURCHASE DECISIONS (Study on Somethinc by Irene Ursula).
Siska Lusia Putri, & Mutiara Putri Deniza. (2018). The Effect of Brand Awareness and Brand Loyalty on Purchasing Decisions for Fiesta Chicken Nugget Products in Padang City. Agrica Journal, 11 (2), 70-78. http://ojs.uma.ac.id/index.php/agrica
Sitio, T., & Ali, H. (2019). Patient Satisfaction Model and Patient Loyalty: Analysis of Service Quality and Facility (Case Study at Rawamangun Special Surgery Hospital). Scholars Bulletin. https://doi.org/10.36348/sb.2019.v05i10.002
Sugiyono. (2013). Quantitative and Qualitative Research Methods. 7, 19.
Suryahadi, M., Mulyana, H. D., Abdullah, Y., & Mandira, I. M. C. (2022). The Effect of Celebrity Endorsement, Price, Digital Marketing, Brand Image on Purchasing Decisions (Study on Umkm Creative Economy Fashion Subsector in Tasikmalaya). Scientific Journal of Management and Business, 7 (2), 125-141. https://doi.org/10.38043/jimb.v7i2.3825
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170. https://doi.org/10.1016/j.ausmj.2020.03.002
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Published
2023-09-15
How to Cite
Lestari, M., Purwanto, K. ., Elida Putri, D. ., & Ferdinal, A. . (2023). The Effect of Advertising Disclosure Language and Celebrity Endorsement on Tiktok on Purchasing Decisions for Fashion Outfit Products. International Journal of Advanced Multidisciplinary, 2(2), 627–636. https://doi.org/10.38035/ijam.v2i2.342
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