Factors that influence interest in purchasing Scarlett Whitening products among Solo Raya women

Aoliya Herman; Putri  Maisara

doi:10.38043/revenue.v4i1.4857

Authors

Aoliya Herman Sekolah Tinggi Ilmu Ekonomi Surakarta
Putri Maisara Sekolah Tinggi Ilmu Ekonomi Surakarta

DOI:

https://doi.org/10.38043/revenue.v4i1.4857

Keywords:

Purchase interest, celebrity endorser, quality product, brand image

Abstract

This research was conducted on women who lived in Solo Raya and was useful for looking separately at the influence of the variable factors: celebrity endorser, product quality, and brand image on interest in purchasing Scarlett Whitening products using a quantitative approach method. Data sources used literature studies and the distribution of questionnaires that had been processed to provide valid results. The population in this research was Solo Raya women who knew the Scarlett Whitening product. The sample used the Roscoe formula and obtained a total of 147 respondents by setting special criteria (purposive sampling). The results of the partial explanation in testing multiple linear regression analysis and the t-test in this research showed that the variables celebrity endorser, product quality, and brand image had positive and significant influence values, so they could have a good impact on interest in purchasing Scarlett Whitening products. With the findings from the help of celebrity endorsers to review products, product quality, and the good brand image of Scarlett Whitening, it could make women more interested, and the variable factors that had been focused on in this research could increase buying interest in Scarlett Whitening products.

References

Articles

Abdullah, M. W., Musriani, R., Syariati, A., and Hanafie, H. (2020). Carbon emission disclosure in Indonesian firms: The test of media-exposure moderating effects. IJEEP, 10(6), 732–741. https://doi.org/ 10.32479/Ijeep.10142

Agyemang, A. O., Yusheng, K., Ayamba, E. C., Twum, A. K., Chengpeng, Z., and Shaibu, A. (2020). Impact of board characteristics on environmental disclosures for listed mining companies in China. Environ Sci Pollut Res, 27(17), 21188–21201. https://doi.org/10.1007/S11356-020-08599-2

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), 54–65. https://doi.org/10.5430/ijfr.v10n5p54

Ariyanto, A., & Rahmawan, G. (2021). Pengaruh harga, promosi dan kualitas produk terhadap minat beli masyarkat terhadap smartphone merk cina. Widya Manajemen, 3(2), 117-127. https://doi.org/10.32795/widyamanajemen.v3i2.1632

Beji, R., Yousfi, O., Loukil, N., and Omri, A. (2020). Board diversity and corporate social responsibility: Empirical evidence from france. Journal of Business Ethics. https://doi.org/10.1007/S10551-020-04522-4

Desfitriady, & Septian, K. (2023). Pengaruh celebrity endorser dan harga terhadap minat beli konsumen pada produk Scarlett Whitening melalui sosial media instagram. 2(1), 881–896.

Feny, W. R., & Sutedjo, B. (2022). Pengaruh celebrity endorser, citra merek dan kepercayaan merek terhadap minat beli (Studi pada konsumen skincare MS Glow Beautyhome di Demak). Journal of Management & Business, 5(1), 168–181. https://doi.org/https://doi.org/10.37531/sejaman.v5i1.1903

Geraldine, Y. M. and Susanti, A. (2021). Pengaruh merek, kualitas produk, media sosial dan harga terhadap minat beli konsumen pada produk brand Wardah. Jurnal Ekonomi dan Manajemen, 3(1), 1-12.

Hadya, R. and Susanto, R. (2018). Model hubungan antara keberagaman gender, pendidikan dan nationality dewan komisaris terhadap pengungkapan corporate social responsibility. Jurnal Benefita, 3(2). https://doi.org/10.22216/Jbe.V3i2.3432

Hapsoro D., and Falih, Z. N. (2020). The effect of firm size, profitability, and liquidity on the firm value moderated by carbon emission disclosure. JAI, 21(2). https://doi.org/10.18196/Jai.2102147

Ika, S. R., Yuliani, Okfitasari, A., and Widagdo, A. K. (2022). Factors influencing carbon emissions disclosures in high profile companies: Some Indonesian evidence. Iop Conf. Ser.: Earth Environ. Sci., 1016(1). https://doi.org/10.1088/1755-1315/1016/1/012043

Julia, S., & Kamilah, K. (2023). Pengaruh iklan tiktok, kualitas produk dan harga terhadap minat beli produk Scarlett Whitening. Jurnal Informatika Ekonomi Bisnis, 63-68.

Jung, H., Song, S., and Song, C.-K. (2021). Carbon emission regulation, green boards, and corporate environmental responsibility. Sustainability, 13(8), 44-63. https://doi.org/10.3390/Su13084463

Jung, H., Song, S., and Song, C.-K. (2022). Effects of board diversity on firm-level carbon productivity. SSRN Journal. https://doi.org/10.2139/Ssrn.4141990

Khan, Y. W., Hameed, I., and Akram. U. (2022). What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective. British Food Journal, 125(5). http://dx.doi.org/10.1108/BFJ-07-2022-0564

Mardini, G. H. and Elleuch Lahyani, F. (2021). Impact of foreign directors on carbon emissions performance and disclosure: Empirical evidence from France. Sustainability Accounting, Management and Policy Journal, 13(1), 221–246. https://doi.org/10.1108/Sampj-09-2020-0323

Maudya, A. ., & Hamzah, M. I. (2022). Analisis pengaruh celebrity endorsement, kualitas produk dan packaging terhadap keputusan pembelian (Studi kasus pada produk skincare Klarity). Jurnal Ekonomi Bisnis Indonesia, 17(2), 1-17. https://doi.org/10.36310/jebi.v17i2.315

Saini, N. and Singhania, M. (2019). Performance relevance of environmental and social disclosures: The role of foreign ownership. Benchmarking: An international Journal, 26(6), 1845–1873. https://doi.org/10.1108/Bij-04-2018-0114

Soltani, Z. and Navimipour, N. J. (2016) Customer relationship management mechanisms: A Systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior, 61, 667-688

Terrasista, C. N., & Sidharta, H. (2021). Pengaruh media sosial marketing dan citra merek terhadap minat beli konsumen proyek bisnis kaku. Performa: Jurnal Manajemen Dan Start-Up Bisnis, 6(5).

Ummah Y. R. and Setiawan, D. (2021). Do board of commissioners’ characteristic and international environmental certification affect carbon disclosure? Evidence from Indonesia. Journal of Accounting and Business Dynamics, 8(2), 215–228. https://doi.org/10.24815/Jdab.V8i2.21332

Usman, M., Javed, M., and Yin, J. (2020). Board internationalization and green innovation. Economics Letters, 197, 109-625. https://doi.org/10.1016/J.Econlet.2020.109625

Wulandari, D. A., & Wijaksana, T. I. (2021). Pengaruh harga dan kualitas produk terhadap minat beli masyarakat (UMKM Tahu di Desa Sambong). EProceeding of Management, 8(5), 6093.

Zanra, S. W., Tanjung, A. R., and Silfi, A. (2020). Pengaruh mekanisme good corporate governance, ukuran perusahaan, leverage dan profitabilitas terhadap carbon emission disclosure dengan kinerja lingkungan sebagai variabel moderating. Bilancia: Jurnal Ilmiah Akuntansi, 4(2).

Books

David, P. (2000). Knowledge, Capabilities and Human Capital Formation in Economic Growth. New Zealand Treasury.

Kasmir. (2011). Analisis Laporan Keuangan. Rajawali Pers.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Prentice Hall, Inc.

Sugiyono. (2007). Metode Penelitian Kuantitatif Kualitatif dan R & D. Alfabeta.

Websites

Anam, K. (2022, June 12). Instagram & Tiktok Minggir, Ini Raja Platform Sosial Media RI. Retrieved from https://www.cnbcindonesia.com/tech/20220612115314-37-346302/instagram-tiktok-minggir-ini-raja-platform-sosial-media-ri

Antaranews.com. (2022, December 7). Survei ungkap "skincare" penting wanita di Indonesia. Retrieved from https://www.antaranews.com/berita/3291235/survei-ungkap-skincare-penting-wanita-di-indonesia

APJIII. (2023, March 10). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. Retrieved from https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang

BPS. (2022). Jumlah Penduduk Menurut Jenis Kelamin dan Kabupaten/Kota di Jawa Tengah (Jiwa), 2020-2022. Retrieved from https://jateng.bps.go.id/indicator/12/775/1/jumlah-penduduk-menurut-jenis-kelamin-dan-kabupaten-kota-di-jawa-tengah.html

Compas.com (2021, September 4). Song Joong Ki Jadi Brand Ambassador Scarlett Whitening, Instagram Felicya Angelista Banjir Komentar. Retrieved from https://www.kompas.com/hype/read/2021/09/04/085720166/song-joong-ki-jadi-brand-ambassador-scarlett-whitening-instagram-felicya?page=all

Joan, V. (2022). Produk Kecantikan Tembus Transaksi Rp210 Miliar, Brand Lokal Terfavorit. Retrieved from https://compas.co.id/article/penjualan-produk-kecantikan/

Makarim, F R. (2021, Januari 1). Kapan Anak Remaja Butuh Memakai Skincare? Retrieved from https://www.halodoc.com/artikel/kapan-anak-remaja-butuh-memakai-skincare