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All Journal eCo-Buss Jurnal Manajemen, Ekonomi, Keuangan dan Akuntansi Madani : Indonesian Journal of Civil Society Altruis: Journal of Community Services Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Jurnal Muhammadiyah Manajemen Bisnis (JMMB) Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Jurnal Ekonomi Trisakti Journal of Innovative and Creativity Jurnal Ekonomi dan Bisnis Seminar Nasional Pariwisata dan Kewirausahaan (SNPK)
fajar adi Prakoso
Universitas Muhammadiyah Jakarta
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Hubungan Celebrity Endorser, Iklan, dan Ulasan Produk dengan Minat Beli Konsumen Brand ESQA di Shopee Dhavinna Fahira Adrika; Fajar Adi Prakoso
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3625

Abstract

This study is motivated by the increasing competition in the e-commerce industry, which encourages companies to implement effective marketing strategies to attract consumer purchase intention. Celebrity endorsers, advertising, and product reviews are commonly used as promotional tools in online marketplaces such as Shopee. This study aims to analyse the relationship between celebrity endorser, advertising, and product reviews with consumers’ purchase intention toward ESQA brand on the Shopee platform. The research employed a quantitative approach using a survey method. The population of this study consisted of consumers who have purchased ESQA products on Shopee, with a sample of 120 respondents selected using purposive sampling. The findings indicate that celebrity endorser and advertising have a positive relationship with consumers purchase intention, while product reviews show a negative relationship with purchase intention toward the ESQA brand on Shopee. These results suggest that promotional strategies involving credible endorsers and attractive advertising play an important role in influencing consumer interest, whereas product reviews may reduce purchase intention under certain conditions. In conclusion, this study highlights the importance of optimizing celebrity endorsement and advertising strategies to enhance consumers purchase intention on Shopee
Pengaruh Kemasan Produk dan Online Customer Review di Tiktok terhadap Minat Beli Konsumen pada Produk Kosmetik Mother of Pearl (MoP) Dewi Handayani; Fajar Adi Prakoso
Surplus: Jurnal Ekonomi dan Bisnis Vol. 4 No. 2 (2026): Januari-Juni 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v4i2.1766

Abstract

Pesatnya pertumbuhan industri kosmetik, seiring dengan meningkatnya penggunaan platform digital seperti TikTok, mendorong pentingnya peran kemasan produk dan online customer review dalam memengaruhi minat beli konsumen. Namun, adanya inkonsistensi hasil penelitian terdahulu mendorong perlunya analisis lebih lanjut. Penelitian ini bertujuan menganalisis pengaruh kemasan produk dan online customer review di TikTok terhadap minat beli konsumen pada produk kosmetik Mother of Pearl (MoP). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 130 responden di wilayah Bogor yang dipilih melalui teknik purposive sampling, serta pengukuran data menggunakan skala Likert. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan SPSS 20 serta uji validitas, reliabilitas, dan asumsi klasik. Hasil analisis menunjukkan bahwa kemasan produk (β = 0,379; p < 0,05) dan online customer review (β = 0,387; p < 0,05) memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Temuan ini menegaskan bahwa kemasan produk dan online customer review berkontribusi dalam membentuk persepsi serta meningkatkan ketertarikan konsumen. Oleh karena itu, perusahaan perlu mengoptimalkan desain kemasan yang menarik dan fungsional serta mendorong ulasan konsumen yang autentik sebagai strategi untuk meningkatkan minat beli dan daya saing di era pemasaran digital.
Co-Authors Dewi Handayani Dhavinna Fahira Adrika Eri Kristanto Judith Widella Meilda Sari Muhammad Yusuf Nandang Bekti Karnowati Sampor Ali Zulfikar Ramadhan