PENGARUH INFLUENCER MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT PADA MAHASISWI PRODI MANAJEMEN UNIVERSITAS MUHAMMADIYAH BENGKULU

Della Erviana; Sri Ekowati

doi:10.36085/jems.v5i2.6411

Authors

Della Erviana Universitas Muhammadiyah Bengkulu
Sri Ekowati Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.36085/jems.v5i2.6411

Abstract

This research aims to determine the influence of influencer marketing and brand awareness on purchasing decisions for scarlett products among management study program students at Muhammadiyah university of Bengkulu either partially or simultaneously. There are several factors that will be discussed in this research including influencer marketing and brand awareness. The object of this research was management students from muhammadiyah university of Bengkulu, totaling 102 people. In this research the author used data collection methods by ibservation and distributing questionnaires. Data analysis techniques in this research use instrument testing, multiple linier regression analysis, hypothesis testing and coefficient of determination analysis. The result show that influencer marketing has a positive effect on purchasing decisions, then brand awareness has a positive affect on purchasing decisions. So, from the results of the research that has been conducted, it can be concluded that influencer marketing and brand awareness have a partial or simultaneous influence on Scarlett purchasing decisions among management study program students at Muhammadiyah university of Bengkulu.

Keywords : influencer marketing, brand awareness and purchasing decisions.

References

Arhofa, G. A., & Andarini, S. (2023). Pengaruh Influencer Marketing dan Kualitas Produk terhadap Keputusan Pembelian Produk Erigo Apparel. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 11–21. https://doi.org/10.47467/alkharaj.v6i1.3820

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Produk Helm LTD (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara). Pendekatan. Jurnal Ilmiah Magister Manajemen, 4(1), 897.

Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk Dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. https://doi.org/10.38035/jmpis.v3i1.867

Durianto, D., S., & T.Sitinjak. (2004). Strategi menaklukan pasar melalui riset ekuitas dan perilaku konsumen.

Duwila, Z., Supandi, A., & Ogi, I. (2022). Pengaruh Celebrity Endorsment, Brand Awareness Dan Lifestyle Terhadap Keputusan Pembelian Produk Scarlett Whitening Kota Manado. Jurnal EMBA, 10(1), 269–278.

Jayakusumah, H. (2011). Analisis Faktor-Faktor Yang Mempengaruhi Konsumen Dalam Keputusan Pembelian Teh Celup Sariwangi.

Kertamukti, R. (n.d.). Strategi kreatif dalam periklanan. Kotler, K. (2016). Marketing Managemenet 15th Edition.

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38.

http://www.jurnal.stieyasaanggana.ac.id/index.php/yasaanggana/article/down load/69/41

Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., & Asir, M. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing. Management Studies and Entrepreneurship Journal, 4(1), 183–188. http://journal.yrpipku.com/index.php/msej

Ozuem, W., & Willis, M. (2022). Influencer Marketing. Pengaruh Influencer Marketing Dan Word Of Mouth Terhadap Keputusan Pembelian Produk MS GLOW Pasa Mahasiswa Di Kota Batam, 209–242. https://doi.org/10.1007/978-3-030-94444-5_10

Pratiwi, C. S., & Sidi, A. P. (2022). Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening. Relasi : Jurnal Ekonomi, 18(1), 192–204. https://doi.org/10.31967/relasi.v18i1.531

Primadasari, A., & Sudarwanto, T. (2021). Pengaruh brand awareness , brand image, dan kualitas produk terhadap keputusan pembelian Kopi Janji Jiwa di Surabaya. JEBM: Forum Ekonomi, 23(3), 413–420.

Sari, S., Syamsuddin, S., & Syahrul, S. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya Di Makassar. Journal of Business Administration (JBA), 1(1), 37. https://doi.org/10.31963/jba.v1i1.2678

Semuel, H., & Setiawan, K. Y. (2018). Promosi Melalui Sosial Media, Brand Awareness, Purchase Intention Pada Produk Sepatu Olahraga. Jurnal Manajemen Pemasaran, 12(1), 47–52. https://doi.org/10.9744/pemasaran.12.1.47

Smuda. (2018). Influencer Marketing. A Measurement Instrument To Determine The Credibility Of Inluencers. In Digital Marketing Strategies for Value Co- creation (pp. 209–242). https://doi.org/10.1007/978-3-030-94444-5_10

Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 1(2), 139-146.

Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).

Tanady, E. S., & Fuad, M. (2020). Analisis Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Tokopedia Di Jakarta. Jurnal Manajemen, 9(2), 113–123. https://doi.org/10.46806/jm.v9i2.663

Tasruddin, R. (2015). Strategi Promosi Periklanan Yang Efektif. Jurnal Al- Khitabah, 2(1), 107–116.

Tulasi, D. (2012). Marketing Communication dan Brand Awareness. Humaniora, 3(1), 215. https://doi.org/10.21512/humaniora.v3i1.3253

Uyuun, S. N., & Dwijayanti, R. (2022). Pengaruh Influencer Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa FEB UNESA. JEMPPER: Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 1(2), 164–174.

Wiyanti, L. N. E. (2022). Pengaruh Marketing Viral Dan Influencer Terhadaap Keputusan Pembelian Produk Scarlett Whitening Dalam Aplikasi Tiktok Shop. Senmea, 530–538.

Yohanes, K., Suharyati, S., & Ediwarman, E. (2021). Pengaruh Influencer Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Street Boba. Prosiding SENAPENMAS,