Faktor-Faktor yang Berperan dalam Purchase Intention pada Produk Scarlett

Article Sidebar

PDF
Published: Jan 31, 2025
DOI: https://doi.org/10.24912/jmk.v7i1.32989
Keywords:
endorsment selebriti, persepsi harga, motivasi hedonik, ulasan pelanggan online, niat membeli, celebrtiy endorse, price perception, hedonic motivation, online customer review, purchase intention
Dimensions
Altmetrics
Statistics
Read Counter : 51
Download : 47
Crossmark/ Data Version

Main Article Content

Meily Helma Runtuwene
Universitas Tarumanagara
Rodhiah Rodhiah
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh dari celebrity endorse, price perception, hedonic motivation, dan online customer review terhadap purchase intention pada produk Scarlett whitening. Populasi dari penelitian ini berjumlah 350 responden yang sudah menggunakan produk Scarlett whitening kurang lebih 6-12 bulan yang berdomisili di Jakarta Barat dengan menggunakan metode non probability sampling dengan teknik pengambilan sample purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner melalui google-form. Data yang terkumpul diolah menggunakan teknik analisis data Structural Equation Modeling (SEM).  Software yang digunakan dalam penelitian ini adalah Smart Partial Least Square versi 4.1.0.3. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh negatif hedonic motivation terhadappurchase intention, dan teradapat pengaruh positif celebrity endorse, price perception, online customer review terhadap purchase intention. Dengan demikian hasil penelitian dapat disimpulkan bahwa Scarlett whitening perlu memperhatikan celebrity endorse, price perception, online customer review untuk lebih meningkatkan niat pembelian.
 

The purpose of this study was examine the effect of celebrity endorse, price perception, hedonic motivation, and online customer review on purchase intention for Scarlett whitening. The population of this study consist of 350 respondents who been using for Scarlett whitening products for approximately 6-12 months and reside in West Jakarta using a non-probability sampling method with a purposive sampling technique. Data was collected through a google form questionnaire. The collected data were analyzed using Structural Equation Modeling (SEM) with Smart Partial Least Squares version 4.1.0.3 software. The result of this study indicate that there is negative influence of hedonic motivation on purchase intention, and a positive influence of celebrity endorse, price, online customer review on puechase intention. Thus the result of the study can be concluded that Scarlett whitening needs attention to celebrity endorse, price perception, online customer review to enhance purchase intention.

Article Details

Issue
Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>

Author Biographies

Meily Helma Runtuwene, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Rodhiah Rodhiah, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

References

Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image towards the Purchase Intention of Young Consumers. International Journal of Financial Research, 10(5), 54-61. https://doi.org/10.5430/ijfr.v10n5p54

Aji, R., Welsa, H., & Kurniawan, I. S. (2019). Pengaruh Hedonic Motivation Social Media dan Dampaknya Purchase Intention pada Mahasiswa Univesitas Sarjanawiyata Tamansiswa Yogyakarta. Jurnal Manajemen Dewantara, 3(2), 262-276. https://doi.org/10.26460/md.v3i2.6024

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Andira, N., & Prasetyo, R. (2023). The Impact of E-commerce Tactics Using K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans. Attribution-ShareAlike International, 3 (4),

Andre. (2014). pengaruh Celebrity Endorse dan Harga Produk terhadap Minat Beli Motor Honda.

Anisa, N. A., & Widjatmiko, G. A. (2020). Electroniv Word Of Mouth (E-WOM), Celebrity Endorsement dan Gaya Hidup pada Minat Beli Produk Online ShopJurnal Mitra Manajemen, 4 (10), 1514 - 1522.

Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou. (2021). The influence of online customer reviews on customers’ purchase intentions: a cross-cultural study from India and the UK. International Journal of Organizational Analysis, 30 (6), 1595-1623.

Fernandi, E. Y., & Farida, S. N. (2022). Pengaruh Celebrity Endorser dan Kualitas Produk Terhadap Minat Beli Produk Scarlett Whitening. Jurnal Pendidikan Ekonomi, 7 (3), 548 - 555.

Hair, J. F., William, J., Black, C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis.

Handayani, H. (2023). Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing. Jurnal Ekonomi & Ekonomi Syariah, 6 (1), 918 - 928.

Jodi, I. W. G. A. S., & Adhika, I. N. R. (2019). Pengaruh Promosi dengan Celebrity Endorse terhadap Brand Trust dan Minat Beli Konsumen pada bidang usaha online shop pakaian perempuan di Denpasar. Jurnal Magister Manajemen, 8 (1), 25-34.

Maharanai. (2023). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pemebelian Produk Implora Cheek & Liptint di Shopee.

Mahendra, R. R. (2021). Pengaruh Kualitas Produk, Online Marketing, Electronic Word Of Mouth, dan Harga terhadap Minat Beli Produk Fellas.Co. Jurnal Manajemen dan Start-Up Bisnis, 6 (3), 256-264.

Mitchel., & Bernardus, D. (2018). Pengaruh Lokasi, Fasilitas, Produk, Harga, dan Gaya Hidup terhadap Minat Beli Apartement Phase 4 Ciputra World surabaya. Jurnal Manajemen dan Start-Up Bisnis, 3 (5), 637-646.

Oktav, R., & Sukresna, I. M. (2018). Analisis Pengaruh Kualitas Layanan dan Persepsi Harga terhadap Minat Beli Melalui Reputasi dan Word of Mouth. Diponegoro Journal Of Management , 7 (4), 1-9.

Santo, P. E. S., & Marques, A. M. A. (2021). Determinants of the online purchase intention: hedonic motivations, prices, information and trust. Baltic Journal Of Management , 17(1), 56-71.

Shwastika, R. & Keni, K. (2021). The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion towards Consumers Intention to Purchase in Fashion Industry. Dalam Proceedings of the International Conference on Economics, Business, Social, and Humanities, 23-31. https://doi.org/10.2991/assehr.k.210805.004

Wijaya, S. S. (2014). Pengaruh Produk, Harga, dan Promosi terhadap Keputusan Pembelian Toyota Yaris pada Mahasiswa Universitas Tarumanagara.

Yustom, A. (2016). Pengaruh Brand Image, Service Quality, dan Word Of Mouth terhadap Purchase Intention Asuransi Prudential di Jakarta.