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All Journal Agrikultura JOURNAL ON SOCIAL ECONOMIC OF AGRICULTURE AND AGRIBUSINESS Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Agroqua: Media Informasi Agronomi dan Budidaya Perairan Indonesian Journal of Agricultural Research JURNAL AGRICA Agro Bali: Agricultural Journal Randwick International of Social Science Journal International Journal Reglement & Society (IJRS) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) East Asian Journal of Multidisciplinary Research (EAJMR) Formosa Journal of Multidisciplinary Research (FJMR) Utsaha: Journal of Entrepreneurship Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Majapahit Journal of Islamic Finance and Management El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Majapahit Journal of Islamic Finance dan Management West Science Agro AGRARIS: Journal of Agribusiness and Rural Development Research Journal of Environmental and Development Studies Journal of Ekonomics, Finance, and Management Studies
Wibowo, Rulianda Purnomo
Program Studi Agribisnis, Fakultas Pertanian, Universitas Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary Other

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Journal : Majapahit Journal of Islamic Finance and Management

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Analysis of the Effect of Beauty Product Marketing Mix on Buying Interest with the Use of South Korean Celebrity Brand Ambassadors as a Moderation Variable Siregar, Qurratu Ayuni; Wibowo, Rulianda Purnomo; Sembiring, Beby Karina Fawzeea
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.463

Abstract

In the highly competitive beauty product industry, companies are required to implement innovative and relevant marketing strategies to maintain and increase consumer buying interest. Recent phenomena indicate that marketing mix elements (product, price, place, and promotion) are often underutilized or focused too narrowly on a single aspect. Meanwhile, the use of brand ambassadors, particularly South Korean celebrities, has become a dominant trend, believed to build emotional appeal and enhance positive consumer perceptions. This study aims to analyze the influence of the marketing mix and brand ambassadors on buying interest, as well as examine the moderating role of brand ambassadors in this relationship. This research adopts a quantitative associative approach, using questionnaires distributed to consumers exposed to brand ambassador promotional campaigns. Data analysis was conducted using multiple linear regression and moderated regression analysis. The results indicate that both the marketing mix and brand ambassadors have a positive and significant effect on consumer buying interest. However, the role of brand ambassadors as a moderating variable in strengthening the relationship between the marketing mix and buying interest was not consistently significant. These findings emphasize the importance of an integrated marketing strategy that not only leverages the popularity of brand ambassadors but also optimizes all elements of the marketing mix in a way that is appealing, educational, and aligned with contemporary consumer needs.
Co-Authors Andri Suryadi Prasetya Ar Raihan Suti Nasution Atika Hidayati Batubara, Mhd. Zulfadli Beby Karina Fawzeea Sembiring Binaria Sinaga Christine Caroline Pangaribuan Christy Ardelia Tarigan Diah Ramadhani Sigalingging Dian Pebriyani Dian Permata Sari Br Surbakti Dwi Rachmina Elfira Rahmadani Emalisa Emalisa Endang Rizkinawaty Sembiring Endang Sulistya Rini Fadli Feryanto Habibulah Hasman Hasyim Hasugian, Hardy Hendra Frizky Novando Henny Crosita Limbong Herawati Ibnu Afdillah Lubis Indrawati, Titien Inomo Pratama Intan Mulia Intan, Seli Venny Irawan, Muhammad Ari Isfenti Sadalia isfenti sadalia Iskandarini Kellin Tarigan Kesuma, Sinar I Indra Laurensius Parsaulian Sitinjak Lovina Ginting Lusi Laura Pasaribu Mahdi Maimuddin Noor Meilita Tryana Sembiring, Meilita Tryana Meutia, Anna Muhammad Jufri Muhammad Khaliqi N. Nazaruddin Natalie Jessica Regina Surbakti Nazaruddin Matondang Pebriyani, Dian Rahmanta Rahmanta Rahmanta Ginting Rahmanta Rahmanta, Rahmanta Rini, Endang Sulystia Ronald Sibuea Safrizal Safrizal Salmiah Salmiah Satia Negara Lubis Satia Negara Lubis Silvia Febrina Lubis Sinar Indra Kesuma Siregar, Qurratu Ayuni Siti Nur Arafah Sri Fajar Ayu Sugih Arto Pujangkoro Sugih Harto Pujangkoro Surbakti, Natalie Jessica Regina Suri, Tasha Ningtyas Surya Sevi Wijayanna Tobing Syafrizal Helmi Situmorang Syahfitri, Khofifah Dwi Tavi Supriana Tavi Supriana Thomson Sebayang Wike Vivi Willy Aria Harsanto Yeni Absah yeni absah Yessi Claudia Sianipar Zednita Azriani