Fadhila, Nur Laila (2023) Pengaruh Dukungan Selebriti dan Pemasaran Media Sosial terhadap Niat Beli Scarlett Whitening di Instagram. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
ARTIKEL ILMIAH.pdf Restricted to Registered users only Download (401kB) |
|
|
Text
COVER.pdf Restricted to Registered users only Download (347kB) |
|
|
Text
B A B I.pdf Download (161kB) | Preview |
|
|
Text
B A B II.pdf Download (418kB) | Preview |
|
|
Text
B A B III.pdf Restricted to Registered users only Download (205kB) |
|
|
Text
B A B IV.pdf Restricted to Registered users only Download (777kB) |
|
|
Text
B A B V.pdf Download (248kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The purpose of this study is to analyze the influence of celebrity endorsement and social media marketing on the purchase intention of Scarlett Whitening on Instagram. The research methodology used 122 samples collected through questionnaires in the city of Surabaya. Furthermore, the respondents' responses will be analyzed using descriptive analysis and statistical analysis using the WarpPLS version 7.0 program. The results showed that social media marketing had a significant positive effect on purchase intention and celebrity endorsement had a significant positive effect on purchase intention. The implication of the study from this research is to improve and develop the marketing strategy used by Scarlett Whitening in the future, especially as a performance evaluation in facing competition in the current beauty industry where many new brands have emerged, namely by building good social media marketing and celebrity endorsement so that can increase purchase intention in increasing sales of Scarlett Whitening products.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | NUR LAILA FADHILA |
| Date Deposited: | 26 Jun 2023 08:42 |
| Last Modified: | 26 Jun 2023 08:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10822 |
Actions (login required)
 |
View Item |