This is an outdated version published on 2024-07-27. Read the most recent version.

Celebrity Endorser, Advertising and Viral Marketing on The Interest Buying Among Gen-Z

Authors

Noviarina Safitri Universitas Muhammadiyah Semarang
Annisa Fajri Universitas Muhammadiyah Semarang

Keywords:

Celebrity Endorser, Advertising, Viral Marketing, Interest Buying

Abstract

This study aims to find out and explain the influence of Celebrity Endorsers, Advertising and Viral Marketing on Azarine Product Buying Interest in Gen-Z. The population in this study is students of the Faculty of Economics and Business, Class 2020-2023, University of Muhammadiyah Semarang, with a total of 1,784 students. The sample in this study is 104 students from the Faculty of Economics, University of Muhammadiyah Semarang. The results of this study show that partially Celebrity Endorser, Advertising and Viral Marketing have a significant effect on Buying Interest. Celebrity Endorser has a significant positive effect on Buying Interest. Advertising has a significant positive effect on Buy Interest. Viral Marketing has a significant positive effect on Buying Interest. Therefore, the independent variables together have a positive and significant effect on Buying Interest. The value of the Adjust R-square coefficient is 0.704 which means that 70.4% of the dependent variables, namely Buying interest, can be explained through independent variables consisting of Celebrity Endorser, Advertising and Viral Marketing. While the remaining 29.6% can be explained outside the research model.

References

Afifah, U. (2022). Pengaruh Brand Ambassador, Citra Merek, Efektivitas Iklan Terhadap Minat Beli Konsumen Scarlett Whitening X Song Joong Ki Exclusive Series (Studi Kasus Pada Warga Kelurahan Malaka Jaya Jakarta Timur) (Doctoral Dissertation, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta).

Andriyanti, E., & Farida, S. N. (2022, March). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, Dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia (Studi Pada Generasi Z Pengguna Tiktok Di Sidoarjo). In Forbiswira Forum Bisnis Dan Kewirausahaan-Sinta 4 (Vol. 11, No. 2, pp. 228-241).

Aqsa, M. (2018). Pengaruh iklan online terhadap sikap dan minat beli konsumen secara online di kota palopo (survei pada pengguna internet di Kota Palopo). Prosiding, 3(1).

Bibit, K. P. R. P. A. (2023). Pengaruh Viral Maketing, Celebrity Endorsement, Dan Brand Image Terhadap. Jurnal Ekonomi dan Bisnis, 12(1).

Dara Yuri Andita, Moh Farid Najib, Rizki Zulfikar & Dewi Purnamasari (2021). The Effect of Celebrity Endorser on Purchase Intention of Cosmetic Product among Millennial Generation Consumers. Journal of Marketing Innovation (1), 51-60.

Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan Di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 8(1).

Haya, A. F., & Desyantama, H. (2022). Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory. Jurnal Manajemen dan Bisnis (JMB), 3(01).

Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91.

Nabilaturrahmah, A., & Siregar, S. (2022). Pengaruh Viral Marketing, Brand Image, Dan e-WOM Terhadap Minat Beli Produk Somethinc Pada Followers Instagram@ somethincofficial. Jurnal Ilmiah Wahana Pendidikan, 8(7), 41-49.

Praja, Y. (2022). Pengaruh Iklan, Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen Kopi Kapal di Kabupaten Bondowoso. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 31-41.

Rokhmawati, H. N., Kuncorowati, H., & Supardin, L. (2022). Pengaruh harga, iklan dan citra merek terhadap minat beli Honda Scoopy di Yogyakarta. Jurnal Ilmiah Hospitality, 11(1), 515-526.

Saifudin, S. (2019). Pengaruh Iklan Islami Terhadap Minat Beli Calon Konsumen Matahari Dept. Store di Jawa Tengah. Psychology and Marketing, 29(9), 639-650.

Setiawaty, N. A. (2017). Pengaruh iklan, citra merek, dan kepercayaan merek terhadap minat beli konsumen smartphone samsung galaxy series (studi kasus mahasiswa/i universitas gunadarma, depok). Jurnal Ilmiah Ekonomi Bisnis, 22(1).

Shahnaz, N. B. F., & Wahyono, W. (2016). Faktor yang mempengaruhi minat beli konsumen di toko online. Management Analysis Journal, 5(4).

Downloads

Published

2024-07-27

Versions

How to Cite

Safitri, N. ., & Fajri, A. . (2024). Celebrity Endorser, Advertising and Viral Marketing on The Interest Buying Among Gen-Z. Economics and Business International Conference Proceeding, 1(2), 990–997. Retrieved from http://429005.jxltd.asia/index.php/EBiC/article/view/511