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Journal : Jurnal Ilmu Manajemen Advantage

Celebrity Endorsement and Beauty Vlogger on Purchase Decisions Mediated by Brand Image Puspitaningrum, Sari Rahma; Fadhilah, Muinah; Maharani, Bernadetta Diansepti
Jurnal Ilmu Manajemen Advantage Vol. 8 No. 1 (2024): June 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v8i1.1285

Abstract

The trend of using celebrity endorsement as an advertising medium to attract consumer interest is also being carried out by many companies. This research investigates how endorsers and beauty vloggers influence purchasing decisions through brand image when consumers purchase Scarlett Whitening products in Yogyakarta.. This research is quantitative, and primary data was obtained using a pusposive sampling method. Data was obtained from a questionnaire distribution using google form to 108 respondent in Yogyakarta and than processed using SmartPLS 4 software. From the results of this research, it can be seen that celebrity endorsement have a significant influence on purchasing decisions. Meanwhile, beauty vlogger have no influence on purchasing decisions. Celebrity endorsement have a significant effect on brand image. Beauty vlogger have no influence on brand image. And brand image has an influence on purchasing decisions.
Co-Authors Abdul Rokhim Agus Dwi Cahya Agus Setiawan, Eko Agustin, Lina Al Ahmadi, Wahid Hidayat Alika, Azza Putri Ambar Lukitaningsih Amin, Ahmad Muslich Amirullah, Malik Abd Karim Andika Andika Anggrasari, Yeni Dwi Anton Nugroho Arafah, Riqif Arief Prasetyo Arif Wahyu Setiawan, Arif Wahyu Arlana Hidayatullah, Aidil Ayu Larasati, Adelia Azizah, Rizka Nur Baiza, Ahmad Barus, Hendra Budianto Budi Setiawan Cahyati, Ratih Nur Cahyono, Harry Chandra Putry, Nur Anita Chasanah, Iswatun Dedek Susanto, Dedek Dewi, Siskana Dus Reis Doa, Ajita Da Silva Dwi Agus Nugroho Dyah Ari Susanti Erawati, Dian Fatmaningrum, Sakti Riana Fauzi , Fitriya Gilang Ramadhan, Oktavian Hadi , Syamsul Hatmanti Hutami, Lusia Tria Henny Welsa Heru Pratama, Yhoga Himmah, Tri Siswari Faiqotul Hutami, Lusia Tri Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Kholifah, Laras Kirana Putri , Fuadhillah Kon, Iknasius Kurniasari, Riza Kurniawati, Melinda Kusuma Chandra Kirana, Kusuma Chandra Kusumaningrum, Nonik Larasati, Adelia Ayu Larasati, Rian Lestari, Efa Suci Lisa Rahmawati Luthfiana, Della Nanda Maharani, Bernadetta Dian Maharani, Bernadetta Dian Septi Maharani, Bernadetta Diansepti Miftakhur Rohmah, Miftakhur Nadia Nadia Nonik Kusuma Ningrum Noraini, Jesy Nur Anisa Nur Rokhman Nurgiyantoro, Edi Nurrohmah, Mutiah Nusantara, Aiza Duta Dwipa Oktaviani, Ayuni Permata, Aurel Priastyca Pramana, Fendy Aji Pratama, Nico Pratiwi, Selly Anjar Priandewi, Made Maitri Pujiyani, Rohmah Purwani Sari, Putri Gesit Purwantoro, Nugroho Puspitaningrum, Sari Rahma Putri Dwi Cahyani, Putri Dwi Putri, Yessi Anggraeni Qayyum, Abdul Reni Suci Wahyuni Retno Utami, Retno Retno Wulandari Riskin Hidayat Sekartyasmara, Wulan Septyarini, Epsilandri Setiawan, Eko Agus Setyawan, Didik Wahyu Suparna, Suparna Supinardi, ,Bambang Susanto Susanto Syamsul Hadi Taqi Ardabilli, Muhammad Triono, Tomi Agus Uran, Alfonsus Vianey Nara Wijaya, Sananta Malde Wulandari, Destri Wulansari, Rika Yusup, Ariska Maulana Zulfiah, Evi