Pengaruh Celebrity Endorser Fujianti Utami Putri dan Brand Image Skincare Nuface terhadap Minat Beli Followers TikTok pada Live Streaming Fujianti Utami Putri
DOI:
https://doi.org/10.59024/jiti.v4i3.2471Keywords:
Brand Image, Buying Interest, Celebrity Endorser, Live Streaming, TikTok FollowersAbstract
Celebrity endorser and brand image are two strategic elements in marketing communication that play an important role in shaping consumer purchase intention, especially in the digital era dominated by social media such as TikTok. In the competitive skincare industry, the use of celebrity endorsers and the establishment of a strong brand image are crucial strategies to influence consumer decisions, particularly through live streaming activities. This research aims to determine the influence of Celebrity Endorser Fujianti Utami Putri and Brand Image of Nuface skincare on Purchase Intention among TikTok followers during Fujianti Utami Putri's live streaming, both partially, dominantly, and simultaneously. This research uses a quantitative approach with an explanatory research type, applying the S-O-R theory and VisCAP model, with a sample of 96 respondents determined through purposive sampling. The results prove that Brand Image is the most decisive factor in driving purchase intention, with a significant influence (β = 0.556; sig <0.001) far greater than that of Celebrity Endorser (β = 0.240; sig = 0.016), although both were proven to have a positive and significant partial effect (H0 rejected, H1 accepted) as well as a significant simultaneous effect (F = 57.825; sig <0.001). Together, both variables explain 55.4% of the variation in Purchase Intention (R² = 0.554), while the remaining 44.6% is influenced by other factors outside this study. These findings confirm that strengthening brand image is a far more decisive strategy for driving followers' purchase intention than relying on the popularity of an endorser figure.
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