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Jojok Dwiridotjahjono
Universitas Pembangunan Nasional Veteran Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Other

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The Influence of Celebrity Endorsers, Viral Marketing, and Brand Image on Purchase Decision of Facetology Sunscreen Products in the Shopee Marketplace (A Study on Students of the Universitas Pembangunan Nasional Veteran Jawa Timur) Dini Dwi Saputri; Jojok Dwiridotjahjono
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6424

Abstract

The development of information technology and the internet has changed traditional business processes to become more dynamic through digital platforms. E-commerce, as one of the innovations in online marketing, makes it easy for consumers to shop practically. Shopee is one of the most popular marketplaces in Indonesia with interactive features that support increased sales. Facetology sunscreen products, with modern marketing strategies such as Celebrity Endorser, Viral Marketing, and strong Brand Image, have succeeded in attracting consumers' attention. Indonesia's location on the equator with high sunlight intensity makes sunscreen a primary need for the community. This study uses an associative type with a quantitative approach, with data collection through distributing questionnaires to 155 active student respondents of UPN "Veteran" East Java who have purchased Facetology sunscreen products on the Shopee marketplace. Data analysis in this study includes testing validity, reliability, classical assumptions, multiple linear regression, and hypothesis testing, all of these analysis processes are carried out using the SPSS program. The results of the study show that the variables Celebrity Endorser, Viral Marketing, and Brand Image have a significant influence, both simultaneously and partially, on purchase decisions.
Co-Authors Abdul Rezha Efrat Najaf Alla, Muhammad Anbiya Fath Anggi Dian Lestari Anila, Desi Anissa Lutfita Annisa Dyah Pramesti Arifin, Ahmad Zainul Arniessa, Attania Dwi Aura Rahma, Daniar Wulan Camelia Yully Styowati Damayanti, Affiva Lindi Damayanti, Devina Fitri Danang Adi Nugroho Della Anzelia Sitanggang Dermawan, Fariz Dewi Astuti Rahmadani Diah Ambarwati Dini Dwi Saputri Dwi Wahyuningtyas Elvarreta, Clarissa Diva Erin Dwi Cahyani Falihul Royhan, Muhammad Faradilla Sandi Fatikah, Cindi Favian Almer Kamal Fitroni, Muhammad Alfan Groda, Selvi Permata Handayani, Sri Linda Ida, Mufnil Indhi Regitha Pramesti Jurycha Tandiayuk Juwita Kharisma Putri Kamal, Favian Almer Kinanti, Anggreini Ratna Lailatul Qomariyah, Lailatul Lestari, Amelia Dwi Mahara, Cendana Izha Maroeto, . Mawakhiro, Siti Mayang Dwi Sayekti Mediana Cesyanti Ajeng Rohali Mufnil Ida Muhammad Qowiyyudin Mustika, Yesi Rahma Nadin, Sarah Putri Naila Amrillah Zakiah Nanda Nur Humairoh Arifin Niken Dima Norisnita, Muazila Nur Alfia Nurindah Dwi Antika Nurul Hidayati Nurul Hidayati Nuryananda, Praja Firdaus Oktavia, Carrisa Putri Permana, Septian Davis Pertiwi, Devi Rosa Kusuma Prastiyas, David Indra Purnomo Edi Sasongko Purwadi MP. Ir Putri Prastikasari Putri, Danisa Putri, Nabhila Maharani Cahaya Qowiyyudin, Muhammad Rahma Nurkhasanah Ramandani, Tisna Meylia Tivanti Ratna Wahyuni Pratiwi Rayna Shafiyah Salsabila Haris Rihidima, Lidya Veronica Christy Riska Faulia Rahma Rohali, Mediana Cesyanti Ajeng Salsabilla Prabawati Hariyono Sari, Anisafitri Ratna Sitanggang, Della Anzelia Siti Mi'Danur Rahmah Sya’diyah, Halimatus Tandiayuk, Jurycha Tita Ayu Rospricilia Travito, Okalifta Rale Ulinnuha, Unsiah Zulfa Unsiah Zulfa Ulinnuha Wahyu Santoso