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All Journal Jurnal Kajian Manajemen Bisnis Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Marketing Management Studies Journal of Community Service INOVTEK Polbeng - Seri Informatika
Vidyarini Dwita
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Marketing Management Studies

 1 
The Impact of Advertising Appeal and Celebrity Endorse on Attitude Advertising with Purchase Intention as Mediation Variable on Lifebuoy Hand Washing Soap Advertisement on Television Novia Elvi Zikri; Vidyarini Dwita
Marketing Management Studies Vol. 1 No. 3 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (660.712 KB) | DOI: 10.24036/mms.v1i3.46

Abstract

Today’s very high level of competition and increasing knowledge and public awareness of health make hand washing soap producers compete in promoting their product through advertisements on television, as well as made by the manufacturer of hand soap brand Lifebuoy, an interisting advertisement is advertising that has appeal, the ability to attract market attention (audiance) target. The messages to be conveyed can be presented in a stylishdifferent delivery, in addition to having an advertising appeal, it is also necessary using a model or celebrity to get people to remember the product in the ad. A calebrity is a person who has high popularity and has a strong influence, the popularity possesed by the endorser becoms a strong influence in attracting attitudes people towards advertising, a good attitude will foster a consumer’s purchase intention. This study aims to see how the attractiveness, celebrity endorsement of attitude advertising and purchase intention on Lifebuoy hand soap on TV to household actors in the city of Padang by distributing 200 questionnaires, and using the Partial Least Square (PLS) test, whare the findings in this study is (1). The attractiveness of advertising has a positive and significant influence on purchase intention, (2). The attractiveness of advertising has non-positive and significant effect on attitude advertising, (3). Celebrity endorse has a positive and significant influence on purchase intention, (4). Celebrity endorse has a negative effect and significant to attitude advertising, (5). Attitude advertising has a significant influence positive and significant to purchase intention. From this research attitude as a variable mediation does not have a moderating rele non mediation.
The influence of credibility and social capital on e-wom with attitude as a mediation variable by Gen Z Tiktok users in Padang City Fitria Asri; Vidyarini Dwita
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (607.585 KB) | DOI: 10.24036/mms.v1i4.170

Abstract

This study aims to analyze how the influence of credibility and social capital on EWOM with attitude as a mediation variable by gen Z TikTok users in Padang City (study on brand Somethinc). This research was conducted using quantitative methods. The population of this research is gen Z TikTok users in Padang City who ever sees or reviews about brand Somethinc. The research sample was 200 respondents. This study uses a structural equation model (SEM) test with smart-PLS 3.0 software. The results of this study include: (1) Credibility has a positive significant effect on Attitude. (2) Social Capital has a positive significant effect on Attitude. (3) Attitude has a positive significant effect on EWOM. (4) Social Capital has a positive significant effect on Credibility. (5) Credibility has a significant indirect effect on EWOM with Attitude as a mediating variable. (6) Social Capital has a significant indirect effect on EWOM with Attitude as a mediating variable.
The effect of online behavioural advertising, hedonic shopping, dan shopping lifestyle on impluse buying purchase on Tokopedia Muhammad Sulthan al Thoriq; Vidyarini Dwita
Marketing Management Studies Vol. 2 No. 1 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i1.44

Abstract

This study is aimed to examine (1) the influence of online behavioral advertising on impulse buying (2) the influence of hedonic shopping on impulse buying (3) the influence of shopping lifestyle by impulse buying on purchased product in E-Commerce, Tokopedia, in Padang. This type of research is a quantitative research with the model design of study is Purposive Sampling. Purposive sampling is a sampling technique, within Tokopedia E-Commerce consumers in Padang City with total sample 232 respondents. This study is used primary data, which shared to E-Commerce Tokopedia consumers in Padang City who has been shop impulsively. The analytical method used is descriptive and quantitative analysis through multiple regression on SPSS 16.0 software. The results of these studies are: (1) online behavioral advertising has a significant effect on impulse buying (2) hedonic shopping has a significant effect on impulse buying (3) lifestyle shopping has a significant effect on impulse buying on purchased product in the Tokopedia E-Commerce application in Padang.
Co-Authors Ariusni Erin Rahayu Fernanda Fira Rahmadani Fitria Asri Muhammad Sulthan al Thoriq Novia Elvi Zikri Nurul Mu'tamim Rose Rahmidani Sri Ulfa Sentosa