The Influence of Content marketing, Celebrity Endorsers, and Brand Awareness on Focallure Product Purchasing Decisions in Sidoarjo.
Pengaruh Content marketing, Celebrity Endorser, dan Brand Awareness terhadap Keputusan Pembelian Produk Focallure di Sidoarjo.
DOI:
https://doi.org/10.21070/ups.7607Keywords:
Content Marketing, Celebrity Endorser, Brand Awareness, Purchasing DecisionsAbstract
Research was conducted to determine the effect of content marketing, celebrity endorsers, and brand awareness on purchasing decisions for Focallure products in Sidoarjo. This research methodology is based on a descriptive quantitative approach, for the population includes all users of Focallure cosmetics in Sidoarjo, and a sample of 100 people was taken. The sample was selected using purposive sampling technique, with sample criteria aged >17 years old who have purchased Focallure products on the TiktokShop platform. Data was collected through a questionnaire and a Likert scale was used to measure the answers. Data analysis was performed using the PLS-SEM method using SmartPLS 3.0 software. The results prove that content marketing has an effect on purchasing decisions on Focallure products in Sidoarjo, celebrity endorsers have an influence on purchasing decisions on Focallure products in Sidoarjo, and brand awareness influences purchasing decisions on Focallure products in Sidoarjo.
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