The Antecedents of Celebrity Endorser, Content Marketing and Lifestyle on Purchase Intention
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Published:
Dec 17, 2024
Keywords:
Purchase Intention, Celebrity Endorser, Content Marketing, Life Style
Section
Articles
Statistics Article
Article View : 158 Times
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Abstract
The purpose of this study is to analyze the influence of celebrity endorser, content marketing, lifestyle on purchase intention in Bukalapak E-commerce. The case study was conducted in Padang City. The research method is quantitative by using a questionnaire as a data collection instrument. Technique of taking samples was using purposive sampling techniques for sampling obtained 81 respondents. Data was analyzed by using Smart-PLS. The results of this study indicate that the Celebrity Endorser variable has a significant effect on Purchase Intention, Content Marketing has a significant effect on Purchase Intention, And Lifestyle has no effect significantly on Purchase Intention.
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How to Cite
Gusri, K., Kamener, D., Irda, I., Kamela, I., & Trianita, M. (2024). The Antecedents of Celebrity Endorser, Content Marketing and Lifestyle on Purchase Intention . ProBisnis : Jurnal Manajemen, 15(6), 25–33. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/745
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Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behavior. Pearson Prentice Hall.
Setiadi, & Nugroho, J. (2013). Perilaku Konsumen Perspektif Kontemporer Pada Motif, Tujuan, dan Keinginan Konsumen. Kencana Media Group.
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Engel, Blackwell, & Miniard. (1995). Consumer Behavior (8th ed.). The Dryden Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis: A Global Perspective (7th ed.). New Jersey: Pearson Education.
Hapsoh, M., Hermana, D., & Sari, I. (2022). Pengaruh Celebrity Endorser Terhadap Purchase Intention Pada VIVO Indonesia (Sudi Pada Mahasiswa/i Fakultas Ekonomi Universitas Garut). JESM, 01.
Huthasuhut, M., Lubis, P., & Utami, S. (2022). The Influence of Brand Image and Lifestyle on Purchase Intention Mediated by Consumer Attitude on Personal Care Products with Regional Comparison as Multigroup Moderator(Study On (Consumers in Banda Aceh VS Lhokseumawe). International Journal of Scientific and Management Research, 5(8).
Juliana, Djakasaputra, A., Hubner, I., & Noval, T. (2018). Pengaruh Celebrity Endorser dan Brand Image Terhadap Purchase Intention Produk Kosmetik Etude House Pada Mahasiswi Sekolah Tinggi Pariwisata Pelita Harapan Karawaci. Jurnal Ilmiah Skylandsea.
Kasali. (2001). Membidik Pasar Indonesia; Segmentasi Targeting dan Positioning (5th ed.). Gramedia Pustaka Utama.
Kotler, Philip dan Keller, K. L. (2007). Manajemen Pemasaran (Edisi 12). PT. Indeks.
Nabillah, D., & Lubis, A. (2023). Pengaruh Content Marketing, Sales Promotion terhadap Purchose Intention pengguna Shopee pada Mahasiswa Fakultas Keguruan dan Ilmu Pendidikan Universitas Muhammadiyah Sumatera Utara. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 2.
Puro, P. (2013). Content Mrketing and The Significance Of Corporate Branding. Internaational Marketing Management, 6–21.
Purwanto, Y., & Sahetapy Laura, W. (2022). Pengaruh Content Marketing dan Influencer Endorser Terhadap Purchase Intention Pada Brand Skincare Somethinc. 10.
Putra, M. R. M., Albant, M. A. K., Sari, L. N., & Sanjaya, V. F. (2020). Pengaruh Promosi, Fashion Involvement, Dan Shopping Life Style, Dan Impulse Buying Di E-Commerce Shopee. Revenue : Jurnal Ekonomi Pembangunan Dan Ekonomi Islam
Putri, F., & Hendratmi, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing Terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Dan Terapan, 9.
Ramadhan, A., & Saraswati, T. (2023). The Influence Of Brand Image, Lifestyle, and Perceived Value on Purchase Intention Brand Uniqlo in Indonesia. 10.
Sakti A, A., Sukaris, & Saepuloh, A. (2020). The Effect Of Perceived Risk, Consumer Lifestyle and Online Trust On THe Purchase Intention Of Fashion Products In Instagram Social Media. Innovation Research Journal, 1(2).
Salim, A., & Cecilia, V. (2023). Pengaruh Product Knowledge dan Lifestyke Terhadap Purchase Intenton Sepatu Kanvas Local Brand. 5.
Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behavior. Pearson Prentice Hall.
Setiadi, & Nugroho, J. (2013). Perilaku Konsumen Perspektif Kontemporer Pada Motif, Tujuan, dan Keinginan Konsumen. Kencana Media Group.
Shimp, & Craig, A. (2013). Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications. Cengage Learning.
.