THE EFFECTS OF BRAND AMBASSADOR, SOCIAL MEDIA MARKETING, AND ADVERTISING CAMPAIGN OF SOMETHINC PRODUCT ON PURCHASE INTENTION
(Study On Somethinc Users in Medan City)
Main Article Content
Annisa Azzuhra*
Hafiza Adlina
The increasing awareness within the community regarding the significance of skincare, especially for the face, has led to a high demand for facial care products, resulting in the emergence of numerous new skincare brands in the market. Among these brands, Somethinc has gained prominence, particularly in Medan City, where it secured the top position in skincare sales on e-commerce platforms in 2022. This research aims to investigate the impact of brand ambassadors, social media marketing, and advertising campaigns for Somethinc products on purchase intention within the Medan City community. The study employs a quantitative research approach with an associative methodology and utilizes SPSS software for data analysis. The research population comprises all members of the community in Medan City who use Somethinc, with a total of 100 respondents as the sample. The findings indicate that the brand ambassador variable has a negative and statistically insignificant effect on purchase intention, while the variables of social media marketing and advertising campaigns have a positive and statistically significant impact. The F-test results reveal that all three independent variables collectively influence the purchase intention of Somethinc products within the Medan City community, explaining 64.9% of the variance.
Ambarwati, R., & Sukamdiani, M. G. (2022). Analisis Pengaruh Brand Ambassador, Advertising Campaign, Serta Country of Origin Terhadap Minat Beli pada Produk Nu Green Tea. Jurnal Wirausaha dan Ilmu Ekonomi (WIRANOMIKA), 1(1), 23-33.
Amstrong, G., & Philip, K. (2018). Prinsip-Prinsip Marketing Edisi Ke Tujuh. Jakarta: Penerbit Salemba Empat.
Angela, Z., & Siregar, O. M. (2021). Pengaruh Promosi Media Sosial dan Store Atmosphere Terhadap Tingkat Kunjungan Konsumen pada Café Taman Selfie Binjai. 1st E-proceeding SENRIABDI 2021, 1(1), 418-433.
Compas.co.id. (2022, November 1). 10 Brand Skincare Lokal Terlaris di Online Marketplace. Diakses pada 13 Januari 2023 dari https://compas.co.id/article/brand-skincare-lokal-terlaris/
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). CV Penerbit Qiara Media.
Fitrianingsih, A. S. C. (2020). Pengaruh Brand Ambassador Terhadap Minat Beli Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Aplikasi Shopee Di Kota Makassar). Universitas Hasanuddin.
Goodstats.id. (2020, Mei 15). Tumbuh Pesat, Pemakaian Produk Kecantikan di Indonesia Kian Meningkat. Diakses pada 10 Januari 2023 dari https://goodstats.id/article/menilik-meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed
Kambali, I., & Masitoh, S. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Jasa Pengiriman Barang di Kantor Pos Pati 59100. PRO MARK: Jurnal Bisnis dan Pemasaran, 11(1).
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of destination marketing & management, 9, 320-329.
Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks.
Lena, C., & Susanti, E. (2023). Pengaruh Social Media Marketing dan Brand Ambassador terhadap Minat Beli Nacific Dimasa Pandemi Covid-19. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(2), 982-996.
Mileva, L., & Fauzi, A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE). Jurnal Administrasi Bisnis (JAB), 58(1), 190-199.
Mulyansyah, G. T., & Sulistyowati, R. (2021). Pengaruh digital marketing berbasis sosial media terhadap keputusan pembelian kuliner di kawasan G-Walk Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1097-1103.
Shinta, N. R. T. (2020). Analisis Pengaruh Brand Ambassador, Advertising Campaign, Serta Country of Origin Terhadap Minat Beli Pada Situs Tokopedia. com (Bachelor's thesis, Fakultas Ekonomi dan Bisnis uin jakarta).
Situmorang, P. A., Adlina, H., & Siregar, O. M. (2022). THE INFLUENCE OF BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASE DECISIONS FOR L'ORÉAL PARIS PRODUCTS IN MEDAN CITY. Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 1(2), 105-117.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Penerbit CV. Alfabeta.
Susianawati, M., & Nurtantiono, A. (2022). Minat Beli Sebagai Variabel Intervening Pada Pengaruh Citra Merek Dan Promosi Terhadap Keputusan Pembelian Mascara Maybelline. JURNAL ILMIAH EDUNOMIKA, 6(2), 723-720.
