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All Journal International Journal of Education, Social Studies, And Management (IJESSM) International Journal of Management and Digital Business
Beryansyah, Beryansyah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences Other

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Effect of Instagram Ads on Consumer Purchase Interest in Skin Care Rudianto, Rudianto; Ekasari, Silvia; Beryansyah, Beryansyah; Purwanti, Purwanti; Munizu, Musran
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 2 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i2.381

Abstract

The development of digital media has created innovative changes and opportunities in the field of marketing. If social media is used and used correctly, marketing through social media can clearly reduce marketing costs in the long run. A real example is Instagram advertising, which tends to be cheaper and more effective than other search engine advertising options. Advertisements can be defined as messages that offer a product aimed at the public through an information medium. This research aims to analyze effect of instagram ads on consumer purchase interest in skin care. This type of research is descriptive quantitative research. Population in this think about is the number of consumer purchase interest in skin care as Instagram users. Sample of tests for this consideration is 50 consumer purchase interest in skin care as Instagram users. The data analysis method used simple linear regression analysis. The results show that Instagram ads has significant effect on consumer purchase interest.
Impact of Influencer Endorsement on Purchase Decision: Mediating Role of Brand Image and Moderating Effect of Customer Trust Siahaan, Febri Sari; Beryansyah, Beryansyah; Purnawan, Lesna; Hasan, Raden; Priscillia, Amanda Sona
International Journal of Management and Digital Business Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v4i1.1291

Abstract

This study examines the influence of influencer endorsement on purchase decisions for Sugarlab Face Mist products, with brand image as a mediator and customer trust as a moderator. Data were collected from 300 respondents in Jakarta and its surrounding areas, consisting of active social media users aged 18–40 years who have purchased products promoted by influencers. A purposive sampling technique was applied, and the analysis was conducted using a quantitative approach with Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through Smart PLS 4.0 software. The results show that influencer endorsement significantly affects purchase decisions, both directly and through the mediation of brand image. A positive brand image strengthens consumers' purchase intentions and mediates the relationship between influencer endorsement and purchase decisions. Customer trust serves as a moderator that enhances the relationships between influencer endorsement, brand image, and purchase decisions. This study highlights the importance of influencer endorsement strategies in improving brand image and consumer purchase decisions.
Effect of Instagram Ads on Consumer Purchase Interest in Skin Care Rudianto, Rudianto; Ekasari, Silvia; Beryansyah, Beryansyah; Purwanti, Purwanti; Munizu, Musran
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 2 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i2.381

Abstract

The development of digital media has created innovative changes and opportunities in the field of marketing. If social media is used and used correctly, marketing through social media can clearly reduce marketing costs in the long run. A real example is Instagram advertising, which tends to be cheaper and more effective than other search engine advertising options. Advertisements can be defined as messages that offer a product aimed at the public through an information medium. This research aims to analyze effect of instagram ads on consumer purchase interest in skin care. This type of research is descriptive quantitative research. Population in this think about is the number of consumer purchase interest in skin care as Instagram users. Sample of tests for this consideration is 50 consumer purchase interest in skin care as Instagram users. The data analysis method used simple linear regression analysis. The results show that Instagram ads has significant effect on consumer purchase interest.
Co-Authors Ekasari, Silvia Hasan, Raden Musran Munizu Priscillia, Amanda Sona Purnawan, Lesna PURWANTI PURWANTI Rudianto Rudianto