Image of PENGARUH KOMUNIKASI PEMASARAN DIGITAL SERTA BRAND IMAGE HAILEY BIEBER TERHADAP MINAT BELI PRODUK RHODE SKIN PADA PEREMPUAN DEWASA AWAL PENGGUNA INSTAGRAM DI DKI JAKARTA
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PENGARUH KOMUNIKASI PEMASARAN DIGITAL SERTA BRAND IMAGE HAILEY BIEBER TERHADAP MINAT BELI PRODUK RHODE SKIN PADA PEREMPUAN DEWASA AWAL PENGGUNA INSTAGRAM DI DKI JAKARTA

Marketing strategies have changed rapidly, especially in the beauty industry, which increasingly relies on digital platforms to attract customers. The emergence of skincare brands founded by celebrities, such as Rhode Skin, is an interesting phenomenon. However, there has been little research on how this affects customer purchase intent. Kotler & Keller's Integrated Marketing Communication (IMC) is used as the theoretical framework in this study, along with Hailey Bieber Syabib's Brand Image and Ajzen's purchase intent. Using 150 respondents who are familiar with Hailey Bieber, Rhode Skin products, and are active on Instagram, this study was conducted using a quantitative approach. Data analysis was performed using the Partial Least-Squares-Structural Equation Modeling (PLS-SEM) method through the SmartPLS application. Non-probability purposive sampling technique was used for sampling. The results showed that digital marketing communication positively and significantly influenced purchase intention with a path coefficient of 0.613, P-Value of 0.000, and T-Test of 6.400. Hailey Bieber's brand image showed a positive but not significant effect on purchase intention with a path coefficient of 0.250, P-Value of 0.026, and T-Test of 2.200. The R-Square value of 0.678 indicates that digital marketing communication and Hailey Bieber's brand image simultaneously influence the purchase intention of Rhode Skin products.

Availability
#
Central Library (REFERENCE) T1921232025
T192123
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1921232025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
x, 52 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.834 207
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Perilaku konsumen
Prodi Ilmu Komunikasi
Specific Detail Info
-
Statement of Responsibility
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No other version available

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