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All Journal Jurnal Penelitian Ekonomi dan Bisnis Jurnal Dimensi EQUILIBIRIA International Journal of Artificial Intelligence Research SEIKO : Journal of Management & Business Jurnal Ekonomi dan Bisnis Indonesia Aksara: Jurnal Ilmu Pendidikan Nonformal Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Inovasi Penelitian Indonesian Journal of Law and Economics Review Jurnal Pengabdian kepada Masyarakat Journal of Innovation Research and Knowledge Prosiding University Research Colloquium International Journal of Advanced Multidisciplinary Jurnal Manajemen, Organisasi, Dan Bisnis Jurnal Bangkit Indonesia International Journal of Entrepreneurship and Sustainability Studies International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Manajerial dan Bisnis Tanjungpinang Joong-Ki Jurnal Ekonomi, Manajemen, Akuntansi
Dwi Septi Haryani
Program Studi Manajemen, STIE Pembangunan Tanjungpinang
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : International Journal of Advanced Multidisciplinary

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The Influence of Viral Marketing and Celebrity Endorser On The Purchase Intention of Skintific Products In Tanjungpinang Septi Haryani, Dwi; Yulius, Yudi; Limakrisna, Nandan
International Journal of Advanced Multidisciplinary Vol. 2 No. 2 (2023): International Journal of Advanced Multidisciplinary (July-September 2023)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v2i2.334

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.
Co-Authors Abriyono, Octojaya Abriyoso, Octojaya Adiba Raka Shena Adiba Raka Shena Afri Lien Syahvitri Agusven, Tubel Amang, Mohamad Amin, Saifuddin Anggia Sekar Putri Anggia Sekar Putri Anggie Sekar Putri Ardian, Novra Baktiilham Baktiilham Bunga Aditi Dinda Cinta Arisandi Djakasaputra, Arifin Doni Andika Eka Kurnia Saputra Ervin Nora Susanti, Ervin Nora Evita Sandra Fauzar, Selvi Fenny Fenny Fikri Andani Gandhi Sutjahjo Geaby Desrianti Guntoro, Erwanto Haryadi, Imron Hulu, Friska Husnunnisa Ramadayanti Ilfi Nur Diana Jenifer, Jenifer Jessica Jessica Jessyca Jessyca Kusumah, Surya Leindarita, Betty Lukmanul Hakim Maharani Maharani Mahirah, Khaulah MARIA BINTANG Marlinda, Charly Megi Rizky Eka Putri Mirza Ayunda Pratiwi Muhammad Mu’azamsyah Muhammad Rizki Nadia Rosita Pandiangan Nandan Limakrisna Nasib Nasrul, Herni Widiyah Novi Susanti Nur Apriliyantina Nyimas Melda Rafliyanti Putri Reno Kemala Sari Raja Hardiansyah Risa, Diana Risnawati Risnawati Rita Asneli Rivaldo Syarif Riyadi, Windy S Satriad Salihi, Salihi Salsabila, Adzkia Reihani Sandra, Evita Sanyus, Hafiz Rahmat Getri Saputra, Eka Kurnia Saputri, Eziwanda Satriad, S Satriadi Selvi Fauzar Septa Diana Nabella Sri Langgeng Ratnasari Surya Kusumah Tawee, Seow Triayomi, Kholdi Septi Tubel Agusven Ulfah, Mashita Utami, Ranti Verliyana Pangestu YENI KUSUMAWATI, YENI Yeo, Cecilia Yulius, Yudi Yusrizal Yusrizal Zahra, Aminatu Zulkifli Zulkifli