Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal IPTEK-KOM (Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi)
Rand Rasyid
London School of Public Relations - Jakarta
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Measuring the Digital Marketing Strategies Effectiveness through Social Media in Purchasing Halal Make Up Brands: A Comparative Study (Penelitian Perbandingan: Keefektifan Iklan, Celebrity Endorsement, dan Influencer Marketing dalam Memengaruhi Niat Beli Merk Make-up Halal) nfn Yulianita; Nadira Ulva; Rand Rasyid
IPTEK-KOM : Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi Vol 22, No 1 (2020): Jurnal IPTEK-KOM (Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi)
Publisher : BPSDMP KOMNFO Yogyakarta, Kementerian Komunikasi dan Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33164/iptekkom.22.1.2020.95-107

Abstract

Nowadays, marketers utilize online channels to reach for the target market. There are plenty of tactics that can be used, such as advertisement, celebrity endorsement, and influencer marketing. This research aimed to compare the effectiveness of each tactic to influence purchase intention towards halal make-up brand. Wardah is the research subject. The researcher used the mixed method sequential exploratory that consisted of two phases. The first phase was qualitative and the second phase was quantitative. During the first phase, the researcher interviewed 25 informants to explore indicators for proposed variables. Based on the first phase finding, the instrument for the second phase was developed. During the second phase, the researcher collected data from 154 respondents. The findings indicated that the advertisement, celebrity endorsement, and influencer marketing simultaneously and partially had significant influence on purchase intention. Comparing all three tactics, influencer marketing had the most significant influence on purchase intention.
Co-Authors Nadira Ulva nfn Yulianita