Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Economy, Education and Entrepreneurship (IJE3)
Supriyono Supriyono
University of Pembangunan Nasional “Veteran” Jawa Timur
Economics, Econometrics & Finance Education Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
THE INFLUENCE OF BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASE DECISIONS IN TOKOPEDIA E-COMMERCE Gracela Sarah Fanuel; Supriyono Supriyono
International Journal of Economy, Education and Entrepreneurship Vol. 3 No. 2 (2023): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v3i2.152

Abstract

In the digital era and advances in information technology, e-commerce has become a form of trade that is very popular and dominates the market. Consumers are increasingly turning to e-commerce platforms to purchase products and services online. In the increasingly fierce competition in the e-commerce market, companies must build a strong brand image and influence consumer purchasing decisions. This study explores the influence of brand ambassadors and brand image on purchasing decisions on the Tokopedia e-commerce platform. This study used a quantitative approach to collect the required data. Questionnaires were distributed to 100 respondents to collect the data needed in this study. The results of the study show that the brand ambassador variable has a significant impact on the respondents' purchasing decisions. In this context, transference from brand ambassadors has the most decisive influence among the other indicators considered. It shows that when consumers see brand ambassadors they like or trust, they are more likely to make profitable purchasing decisions for Tokopedia
THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE, AND BRAND TRUST ON PURCHASING DECISION OF WARDAH LIGHTENING SERUM AMPOULE PRODUCTS IN SURABAYA Sekar Arum Tian Maulidya; Supriyono Supriyono
International Journal of Economy, Education and Entrepreneurship Vol. 3 No. 2 (2023): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v3i2.159

Abstract

In an increasingly competitive marketing era, cosmetic companies must have an effective marketing strategy to win the competition and achieve success. One strategy that cosmetic companies often use is the use of celebrity endorsers, messengers who are well-known and have a strong influence on consumers. This study aims to determine the influence of Celebrity endorsers, Brand Image, and Brand trust on Purchase Decisions at Wardah Lightening Serum Ampoule in Surabaya City. This type of research is quantitative, with sampling techniques using non-probability and purposive sampling techniques. The population and sample in this study were women aged at least 17 years in the East Surabaya City area who had used or purchased Wardah Lightening Serum Ampoule, with 105 respondents. This study uses the Smart-PLS programs. The results of the study show that: 1) Celebrity Endorser influences Purchase Decisions, 2) Brand Image influences Purchase Decisions, and 3) Brand Trust influences Purchase Decisions
Co-Authors Gracela Sarah Fanuel Sekar Arum Tian Maulidya