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All Journal Journal of Public Administration and Government (JPAG) juremi: jurnal riset ekonomi Journal Of Business, Finance, and Economics (JBFE) Jurnal Manajemen Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Kewirausahaan Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Riset Manajemen (JIMBE) (JUMPER) Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Riset Ilmu Manajemen Bisnis dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat Al-Zayn: Jurnal Ilmu Sosial & Hukum MAXIMAL Entrepreneurship, Management, and Business Research Journal Inovasi Sosial: Jurnal Pengabdian Masyarakat Pemberdayaan Masyarakat: Jurnal Aksi Sosial IJHABS Jurnal Pengabdian Negeri PESHUM International Journal of Education Management and Religion META - JOURNAL KATALIS : Jurnal Inovasi Pengabdian Masyarakat Optimal: Jurnal Ekonomi dan Manajemen
Isma Azis Riu
Program Studi Manajemen, Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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THE EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION WITH BRAND AWARENESS MEDIATION ON SCARLETT WHITENING IN MAKASSAR CITY Rima Andhani; Agung Widhi Kurniawan; Ilma Wulansari Hasdiansa; Isma Azis Riu; Rahmat Riwayat Abadi
Jurnal Manajemen Vol 5, No 2 (2025): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v5i2.72710

Abstract

Abstract: This study aims to analyze the effect of celebrity endorsement on consumer purchase intention with brand awareness as a mediating variable on Scarlett Whitening products in Makassar City. Celebrity endorsement is one of the most frequently used marketing strategies in the beauty industry, because it is considered capable of forming positive perceptions and attracting consumer buying interest. However, the effectiveness of this strategy can be influenced by the level of brand awareness among consumers. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents who meet the criteria, namely individuals who have never purchased Scarlett Whitening products but have seen advertisements for the product featuring celebrities. The data obtained were analyzed using the Structural Equation Modeling technique based on Partial Least Square. The results of the analysis show that celebrity endorsement has a positive and significant direct influence on brand awareness and purchase intention. In addition, brand awareness is proven to have a positive and significant influence on purchase intention and also mediates the relationship between celebrity endorsement and purchase intention. These findings indicate that brand awareness plays an important role in strengthening the influence of celebrities on consumer purchase intention. Therefore, marketing strategies involving celebrities as endorsers are considered effective, especially when combined with efforts to build strong brand awareness.Keywords: Celebrity Endorsement, Brand Awareness, Purchase Intention, Scarlett Whitening, Makassar.
Pengaruh Fear Of Missing Out (FoMO) terhadap Impulsive Buying dengan Product Uniqueness sebagai Variabel Moderating pada Pembelian Album Korean Pop (K-Pop) di Kalangan Penggemar Korean Pop (Kpopers) Kota Makassar Nur Annisa; Burhanuddin Burhanuddin; Ilma Wulansari Hasdiansa; Isma Azis Riu; Rahmat Riwayat Abadi
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6580

Abstract

This study aims to examine the effect of Fear of Missing Out (FoMO) on impulsive buying in the purchase of Korean Pop (K-pop) albums among K-pop fans in Makassar City, and to analyze the moderating role of product uniqueness in this relationship. A quantitative approach was applied using a survey method, with 110 respondents selected through purposive sampling. The criteria for respondents included being over 17 years old, residing in Makassar, and having purchased K-pop albums more than twice. Data were analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results indicate that FoMO has a positive and significant influence on impulsive buying, meaning that the higher the level of FoMO, the greater the tendency of individuals to make impulsive purchases. However, product uniqueness does not significantly moderate the relationship between FoMO and impulsive buying. These findings highlight the psychological dimension of consumer behavior in entertainment-related industries, although product uniqueness does not enhance or weaken FoMO’s impact on impulse buying behavior.
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Achmad Ridha Adriansyah Agung Widhi Kurniawan Andi Mustika Amin Anwar Anwar Anwar Ramli Aslam, Annisa Paramaswary Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Chalid Imran Musa Deddy Ibrahim Rauf Erwin Erwin Gia Revalina Hardiyanti, Andi Ariyani Hasbiah, Sitti Haswan, Aldika Putra Hery Maulana Arif Hikmah hikmah hikmah Hikmah Hikmah Ichwan Musa, Muh. Ilma Wulansari Hasdiansa Ilyas, Suci Ramadhani Ipoatmodjo, Tenri S. P. D Irwanto, Denia Jauhar, Muh. Alif Keyzhia Ruff M. Ikhwan Maulana Haeruddin Muh. Syahrul Ramadhan Muh. Yaqhzan Muhammad Basri Muhammad Ilham Wardhana Haeruddin Muhammad Vicky Afrezkia Saleh Musa, M. Ichwan Musa, Muhammad Ichwan My Sarah Imran Nadia Mawaddah Natsir, Uhud Darmawan Nulthazam Sarah Nur Annisa Nur Fadilah Ayu Sandira Nur Qalbi Nurfadillah Nurhidayanti.S Nurman Nurman Nurul Afiah Almunawarah Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Nurul Fadilah Aswar Radjab, Irsan Rauf, Deddy Ibrahim Rima Andhani Romansyah Sahabuddin Siska Handayani Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sukarno Sukarno Hatta Tenri Sayu Puspitaningsih Dipoatmodjo Welimas Kristina Parinsi Windarsari, Wiwin Riski