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Nur Afifah
Faculty of Economics and Business, Universitas Tanjungpura, Indonesia
Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND IMAGE, CELEBRITY ENDORSER, AND ONLINE CUSTOMER REVIEW ON PURCHASING DECISION ON SKINTIFIC BEAUTY PRODUCTS WITH THE FEAR OF MISSING OUT (FOMO) AS A MEDIATING ROLE Viecensa Tania Tithes Kinasih; Barkah Barkah; Nur Afifah; Ahmad Shalahuddin; Hasanudin Hasanudin
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

Today's digitally connected world, consumers often experience the Fear of Missing Out (FoMO), which triggers their desire to keep up with the latest trends and products. Skintific is an influential product in the beauty industry, utilising various marketing strategies such as brand image, celebrity endorsers, and online customer reviews to attract and retain customers. This research study examines the influence of brand image, celebrity endorsers, online customer reviews, Fear of Missing Out (FoMO), and their impact on purchasing decisions related to Skintific Beauty Products. To collect data for this study, a sample strategy and a questionnaire distribution approach were employed, namely purposive sampling. The study's sample consisted of 223 respondents who were Skintific product consumers from different parts of Indonesia. To examine the relationship between independent and dependent variables, data were examined using the Structural Equation Model (SEM) AMOS 24. This study shows that brand image, celebrity endorser, and online customer review significantly and positively affect purchasing decision. The study also shows that Fear of Missing Out (FoMO) plays a role in mediating the influence of brand image, celebrity endorser, and online customer review to make purchasing decision. This research is expected to contribute to providing valuable direction for companies and marketers in developing strategies that are more effective and responsive to consumer needs in today's digital era.
THE INFLUENCE OF ONLINE CUSTOMER REVIEW, LIVE TIKTOK, ON PURCHASE DECISION OF SOMETHINC PRODUCTS WITH CUSTOMER TRUST AS A MEDIATION VARIABLE ON TIKTOK SOCIAL MEDIA Vanysa Stefani; Erna Listiana; Nur Afifah; Harry Setiawan; Ana Fitriana
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

The internet has experienced rapid progress, as has business developing to reach the era of the internet or online media. This research aims to test the influence of online customer reviews live streaming on consumer purchase decisions on certain products through customer trust on TikTok social media. This type of research is causal associative by distributing questionnaires to 200 respondents who live in Indonesia. The data was analyzed using SEM with AMOS 24 software. The results of this research show that all hypotheses are accepted, namely, online customer reviews and live streaming have a positive and significant effect on customer trust and purchase decisions for some products. Apart from that, customer trust can play a mediating role that has a positive and significant influence on online customer reviews and live streaming on purchasing decisions for certain products.
Co-Authors Ahmad Shalahuddin Ana Fitriana Barkah Barkah Erna Listiana Harry Setiawan Hasanudin Hasanudin Vanysa Stefani Viecensa Tania Tithes Kinasih