The Effects Of Viral Marketing, Celebrity Endorser And Brand Association Toward Purchase Decision Of Ms Glow Skincare Products
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Published:
Feb 13, 2022
Keywords:
Viral Marketing, Celebrity Endorser, Brand Association, Purchase Decision, MS Glow
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Computer Science
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Abstract
This study aims to see the influence generated by Viral Marketing, Celebrity Endorser and Brand Association on Purchase Decision of MS Glow skincare products. The method of collecting data that has been used in this research is by distribution of questionnaires to respondents using non-probability sampling technique. The data processing carried out in this research is by using Partial Least Squared – Structural Equation Modeling (PLS – SEM) using the help of the Smart PLS 3.3.3 program. The results obtained in the study indicate that 1) Viral Marketing does not have a positive effect on Purchase Decisions from consumers of MS Glow skincare products, 2) the next results state that Celebrity Endorser has a positive effect on Purchase Decisions of MS Glow skincare products and 3) the last result shows that Brand Association has a positive effect on Purchase Decision of MS Glow skincare products
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Fathur Rayhaan, M. and Lamhot Henry Pasaribu (2022) “The Effects Of Viral Marketing, Celebrity Endorser And Brand Association Toward Purchase Decision Of Ms Glow Skincare Products”, Jurnal Mantik, 5(4), pp. 2392-2398. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/2016 (Accessed: 17April2026).
References
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J. Ekonomi, L. Arsih, J. Akuntansi, F. Ekonomi, and U. N. Semarang, “PTHE INFLUENCE OF GOING CONCERN OPINIONS , MEASURES AND The Effect of Going Concern Opinion , Size of Cap and Profitability on Switching Auditor , Luki Arsih The Effect of Going Concern Opinion , Size of Cap and Profitability on Switching Auditor , Luki A,” vol. 10, no. 01, pp. 9–12, 2021.
J. Ekonomi, F. Ekonomi, D. Bisnis, U. Islam, N. Sumatera, and U. Medan, “HUMAN RESOURCES MANAGEMENT STRATEGY TO INCREASE EMPLOYEE PERFORMANCE,” vol. 10, no. 02, pp. 1–6, 2021.
J. Ekonomi, F. Ekonomi, J. Manajemen, and U. M. Surakarta, “THE INFLUENCE OF PRODUCT QUALITY , PROMOTION AND DESIGN ON THE PURCHASE DECISION OF YAMAHA MIO MOTOR VEHICLES The Influence of Product Quality , Promotion and Design on Purchase Decisions for Yamaha Mio Motor Vehicles , Purwanto Promotion Buyer ’ s Decisi,” vol. 10, no. 01, pp. 17–21, 2021.
[2]. Chandra, C., & Keni. (2019). Pengaruh Brand Awareness, Brand Association, Perceived Service Quality dan Brand Loyalty Terhadap Customer Purchase Decision. Jurnal Muara Ilmu Ekonomi dan Bisnis, 176 - 185.
[3]. Cholifah, N., Suharyono, & Hidayat, K. (2016). Pengaruh Celebrity Endorser Terhadap Brand Image (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang). Jurnal Administrasi Bisnis (JAB), 170 - 177.
[4]. Compas. (2021, April 22). 10 Brand Skincare Lokal Terlaris di Online Marketplace. Retrieved from https://compas.co.id/: https://compas.co.id/article/brand-skincare-lokal-terlaris/
[5]. Elvara, M., Arifin, R., & Hufron, M. (2019). Penagruh Brand Image, Brand Association, Word of Mouth dan Promosi Terhadap Keputusan Pembelian. e - Journal Riset Manajemen, 95 - 106.
[6]. Glennardo, Y. (2018). Pengaruh Celebrity Endorser Slank Terhadap Minat Berdonasi Masyarakat Pada Organisasi Non - Profit Profauna . Jurnal Akuntansi, Manajemen Bisnis.
[7]. Hair, J.f., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019). "When to use and how to report the results of PLS-SEM" European Business Review" Vol. 31 No. 1
[8]. Kemp, S. (2021, February 11). DIGITAL 2021: INDONESIA. Retrieved from www.datareportal.com: https://datareportal.com/reports/digital-2021-indonesia
[9]. Kristanto, O. D., Indraningrat, K., & Prasetiyaningtiyas, S. (2017). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Image Terhadap Keputusan Pembelian di Distro RMBL. Bisma Jurnal Bisnis dan Manajemen, 62 - 75.
[10]. Lestari, M., & Wahyono. (2021). The Influence of Celebrity Endorser and Online Promotion on Purchase Decision Through Brand Image. Management Analysis Journal, 198 - 211.
[11]. Mustikasari, A., & Widaningsih, S. (2018). The Influence of Viral Marketing toward Brand Awareness and Purchase Decision. Advances in Economics, Business and Management Research, 647 - 650.
[12]. Muzammil, M., Rachma, N., & Rizal, M. (2021). Pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty Terhadap Keputusan Pembelian Iphone (Studi Kasus Pada Mahasiswa Fakultas Kedokteran Universitas Islam Malang). e - Journal Riset Manajemen, 14 - 29.
[13]. Nggilu, M., Tumbel, A. L., & Djelmy, W. (2019). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhdap Keputusan Pembelian Pada Geprek Bensu Manado. Jurnal EMBA, 2691 - 2700.
[14]. Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products . Saudi Journal of Economics and Finance, 67 - 76.
[15]. Putra, S. R., & Saputri, M. E. (2019). Pengaruh Celebrity Endorser dan Electornic Word of Mouth Terhadap Purchase Decision Pada Pelanggan Tokopedia. e-Proceeding of Management, 4124 - 4137.
[16]. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Bandung: Alfabeta.
[17]. VOI. (2020, November 10). APJII: Pandemi COVID-19 Buat Pengguna Internet di Indonesia Meningkat Hampir 200 Juta. Retrieved from www.voi.id: https://voi.id/teknologi/19331/apjii-pandemi-covid-19-buat-pengguna-internet-di-indonesia-meningkat-hampir-200-juta
J. Ekonomi, L. Arsih, J. Akuntansi, F. Ekonomi, and U. N. Semarang, “PTHE INFLUENCE OF GOING CONCERN OPINIONS , MEASURES AND The Effect of Going Concern Opinion , Size of Cap and Profitability on Switching Auditor , Luki Arsih The Effect of Going Concern Opinion , Size of Cap and Profitability on Switching Auditor , Luki A,” vol. 10, no. 01, pp. 9–12, 2021.
J. Ekonomi, F. Ekonomi, D. Bisnis, U. Islam, N. Sumatera, and U. Medan, “HUMAN RESOURCES MANAGEMENT STRATEGY TO INCREASE EMPLOYEE PERFORMANCE,” vol. 10, no. 02, pp. 1–6, 2021.
J. Ekonomi, F. Ekonomi, J. Manajemen, and U. M. Surakarta, “THE INFLUENCE OF PRODUCT QUALITY , PROMOTION AND DESIGN ON THE PURCHASE DECISION OF YAMAHA MIO MOTOR VEHICLES The Influence of Product Quality , Promotion and Design on Purchase Decisions for Yamaha Mio Motor Vehicles , Purwanto Promotion Buyer ’ s Decisi,” vol. 10, no. 01, pp. 17–21, 2021.
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