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All Journal Journal of Business Studies and Management Review Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Lily Leonita
Management Department, BINUS Online, Bina Nusantara University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LOCAL SKINCARE BRAND: THE ROLE OF PERCEIVED QUALITY AND PERCEIVED VALUE Lily Leonita
JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW Vol. 6 No. 2 (2023): JBSMR, Vol. 6 No.2, June 2023
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v6i2.24608

Abstract

The main objective of this study is to explore the role of celebrity endorsement in generating consumer purchase intent while taking into account perceived value and perceived quality in relation to local skincare brands. in local skincare brands. This study used a survey approach in collecting data. Online research questionnaires were distributed to target respondents. Sampling was carried out using a purposive sampling technique with the criteria of skincare consumers who know local skincare brands and celebrities who endorse the brand. There were 153 responses from respondents that were valid and can be used for analysis. The results of this study demonstrate that the influence of celebrity endorsement and perceived quality on purchase intention is significant. It has been demonstrated that perceived quality helps to moderate the impact of celebrity endorsement on consumers' intention to buy. Celebrity endorsement, moreover, has been shown to influence perceived value. However, perceived value does not affect purchase intention. Hence, it has not been demonstrated that perceived value mediates the impact of celebrity endorsement on purchase or buying intention. The use of celebrity endorsements is able to encourage consumer purchase intentions so that companies should pay attention to the factors in selecting celebrities who will be invited to cooperate to promote products so that the perception of quality as well as the value formed by consumers is in accordance with company targets.
THE ROLE OF INFORMATION CREDIBILITY IN EWOM ON SOCIAL MEDIA TOWARD ONLINE PURCHASE INTENTION OF BOYCOTTED AMERICAN PRODUCTS: A CASE STUDY ON GEN Z Aprillia Dwi Azhari; Ulfia Dwi Nur Kholif; Lily Leonita
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 4 (2025): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i4.925

Abstract

Social media is becoming a crucial digital information ecosystem, with electronic word of mouth (eWOM) significantly influencing consumer decisions. eWOM spreads information quickly to a wide audience, facilitating product comparison, but poses challenges in distinguishing credible information. This study aims to analyze the role of information credibility, attitude towards information, and eWOM in influencing online purchase intention of boycotted American products. Using quantitative research methods and an associative approach, data was collected through an online survey of 200 gen Z consumers, who are individuals aged 12-27 years old, active users of social media, and have knowledge of the boycott. Data analysis was carried out using the PLS-SEM technique with SmartPLS software. The results showed that information credibility positively affects information usefulness, online purchase intention, and information adoption. Information usefulness contributes positively to attitude and adoption, although it is not significant to online purchase intention. Attitude towards information has a positive effect on adoption, but not on purchase intention. This research emphasizes the importance of credibility and information usefulness in influencing attitudes and adoption, although not all relationships contribute directly to online purchase intentions.
Co-Authors Aprillia Dwi Azhari Ulfia Dwi Nur Kholif