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All Journal Formosa Journal of Multidisciplinary Research (FJMR) eProceedings of Management
Permatasari, Intan Ayu
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Impact of Celebrity Endorsement on Young Female Consumers’ Purchase Intention: The Mediating Effects of Customer Attitude (A study in Indonesia Beauty Industry) Permatasari, Intan Ayu; Widodo, Arry; Rubiyanti, Nurafni; Silvianita, Anita
Formosa Journal of Multidisciplinary Research Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v4i1.12937

Abstract

This research explores the relationship between celebrity endorsement and purchase intention among young female consumers in Indonesia's beauty industry, emphasizing the mediating role of customer attitudes. In this digital era, the findings reveal that celebrity endorsements positively impact purchase intentions. Specifically, the visibility, credibility, and attractiveness of celebrities, leading to increased purchase intentions. Moreover, customer attitudes serve as a crucial mediator between celebrity endorsement and purchase intention. The study employs a quantitative approach, utilizing a structured questionnaire distributed to sample of young female consumers respondents. This study contributes to the understanding of marketing strategies in the beauty industry, suggesting that brands should carefully select celebrity endorsers who resonate with their target audience to maximize effectiveness.
Pengaruh Kegagalan Fungsional, Kegagalan Sistem, Kegagalan Informasi Dan Kegagalan Layanan Terhadap Penggunaan M-Banking Serta Kaitannya Dengan Kepuasan Nasabah Bca Mobile Di Indonesia Permatasari, Intan Ayu; Utami, Fitriani Nur
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
Publisher : eProceedings of Management

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Abstract

The rapid development of technology has become the main driver of the emergence of digital-based products andservices. One of the technology-based banking service products is mobile banking. In Indonesia, the mobile bankingthat has the most users is BCA Mobile. However, with the most users, the quality of BCA Mobile itself still oftencomplained about by its users. This study aims to determine how much influence functional failure, system failure,information failure, and service failure have on the use of BCA Mobile and its relationship with user satisfaction. Themethod used is quantitative method. The sampling technique uses SRS or simple random sampling with a sample sizeof 400 respondents who are BCA Mobile users in Indonesia. Data collection using a questionnaire distributed viaGoogle Form. The data analysis technique used is SEM - PLS with SmartPLS 4.0 software. The results of this studyindicate that functional failures, system failures, information failures, and service failures are in the "Good" category.Functional failure, information failure, and service failure have no effect on the use of BCA Mobile.Meanwhile, systemfailure has a negative and significant effect on the use of BCA Mobile.And the use of BCA Mobil affects usersatisfaction.Keywords-failure, mobile banking, satisfaction
Co-Authors Anita Silvianita Arry Widodo Fitriani Nur Utami R. Nurafni Rubiyanti