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Tessa Anatasia
STIE Mulia Singkawang, Indonesia
Aerospace Engineering Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics

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Journal : jurnal syntax admiration

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Strategi Pemasaran Produk Kecantikan: Peran Celebrity Endorser dan Viral Marketing dalam Meningkatkan Minat Beli Scarlett Whitening Tessa Anatasia; Lucia Sutiono; Bong Kim Sin; Shahnaz Khumaira; Syarifah Yustin
Jurnal Syntax Admiration Vol. 5 No. 10 (2024): Jurnal Syntax Admiration
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jsa.v5i10.1490

Abstract

This study aims to examine the impact of celebrity endorsers and viral marketing on purchase interest in Scarlett Whitening beauty products, focusing on the beauty community in Singkawang City. Using a quantitative approach, data was collected through questionnaires distributed to a purposive sample of 100 customers and consumers. The independent variables are celebrity endorsers and viral marketing, while the dependent variable is purchase interest. T-test results reveal that both celebrity endorsers and viral marketing significantly influence purchase interest individually. Additionally, F-test results confirm that these factors collectively have a significant simultaneous effect on purchase interest in Scarlett Whitening beauty products in Singkawang City.
Co-Authors Bong Kim Sin Lucia Sutiono Shahnaz Khumaira Syarifah Yustin