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All Journal Jurnal Ilmiah Universitas Batanghari Jambi PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ilmiah Edunomika (JIE) International Journal of Business, Humanities, Education and Social Sciences (IJBHES) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Jurnal Pendidikan Indonesia (Japendi) Eduvest - Journal of Universal Studies
Fauziridwan, Meydy
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences

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Journal : Jurnal Ilmiah Edunomika (JIE)

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Evaluating the Impact of Celebrity Endorsers and Country of Origin on Consumer Purchase Decisions Fauziridwan, Meydy
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16118

Abstract

This study aims to evaluate the impact of Country of Origin (COO) and celebrity endorsement on consumer purchase decisions, focusing on Innisfree skincare products among students at Universitas Muhammadiyah Purwokerto. A quantitative research approach using Structural Equation Modeling (SEM) was employed, with data collected from 294 respondents. The findings reveal that COO significantly influences purchase decisions, where the perception of the country of origin, particularly South Korea, enhances consumer trust and perceived product quality. On the other hand, celebrity endorsement was found to have no significant impact on purchase decisions, although there is potential for improvement with better alignment between the celebrity and the brand. The interaction between COO and celebrity endorsement strengthens brand perception, particularly among young consumers who are influenced by digital media. This study provides insights into the importance of COO in marketing strategies for skincare products, while celebrity endorsement serves as an additional factor that can increase brand attractiveness.
Evaluating the Impact of Celebrity Endorsers and Country of Origin on Consumer Purchase Decisions Fauziridwan, Meydy
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16118

Abstract

This study aims to evaluate the impact of Country of Origin (COO) and celebrity endorsement on consumer purchase decisions, focusing on Innisfree skincare products among students at Universitas Muhammadiyah Purwokerto. A quantitative research approach using Structural Equation Modeling (SEM) was employed, with data collected from 294 respondents. The findings reveal that COO significantly influences purchase decisions, where the perception of the country of origin, particularly South Korea, enhances consumer trust and perceived product quality. On the other hand, celebrity endorsement was found to have no significant impact on purchase decisions, although there is potential for improvement with better alignment between the celebrity and the brand. The interaction between COO and celebrity endorsement strengthens brand perception, particularly among young consumers who are influenced by digital media. This study provides insights into the importance of COO in marketing strategies for skincare products, while celebrity endorsement serves as an additional factor that can increase brand attractiveness.
Co-Authors Alfalisyado Alfalisyado, Alfalisyado Anastasia, Nita Aulia, Putri Rizky Haryanto, Totok Herni Justiana Astuti Justiana Astuti, Herni Lahan Adi Purwanto Ma’ruf, Anwar Rahma, Nandita Saputra, Eqwar Setyarini, Riska Ayu Tri Septin Muji Rahayu, Tri Septin Widyaningtyas, Dian