PENGARUH CELEBRITY ENDORSE, ONLINE CUSTOMER REVIEW DAN BUDAYA HALLYU WAVE TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE DI KABUPATEN CIREBON (STUDI KASUS DI TOKO ENDANG KOSMETIK)

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorse, Online Customer Review, dan Budaya Hallyu Wave terhadap keputusan pembelian produk sunscreen Azarine di Kabupaten Cirebon. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 150 responden yang merupakan pengguna sunscreen Azarine. Data dikumpulkan melalui penyebaran kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan program SPSS versi 22. Hasil penelitian menunjukkan bahwa variabel Celebrity Endorse berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung sebesar 2,023 dan signifikansi 0,045. Variabel Online Customer Review juga berpengaruh positif dan signifikan dengan nilai thitung sebesar 5,194 dan signifikansi 0,000. Selanjutnya, Budaya Hallyu Wave memberikan pengaruh positif dan signifikan dengan nilai thitung sebesar 5,705 dan signifikansi 0,000. Secara simultan, ketiga variabel tersebut memberikan pengaruh yang signifikan terhadap keputusan pembelian dengan nilai Fhitung sebesar 86,479 dan signifikansi 0,000. Berdasarkan temuan tersebut, dapat disimpulkan bahwa ketiga faktor secara parsial maupun simultan memengaruhi keputusan konsumen dalam membeli sunscreen Azarine. Temuan ini menjadi landasan penting bagi pelaku usaha dalam merancang strategi pemasaran yang lebih efektif dan relevan dengan perilaku konsumen saat ini.

This study aims to determine the effect of Celebrity Endorse, Online Customer Review and Hallyu Wave Culture on purchasing decisions for Azarine sunscreen in Cirebon Regency. In today's digital era, marketing strategies through celebrities, online customer reviews, and the phenomenon of Korean popular culture (Hallyu Wave) are factors that influence consumer behavior, especially in the beauty industry. This research is quantitative research. The population of this study were customers who used azarine sunscreen, using a sample size of 150 respondents. The survey collection method is by distributing questionnaires online to respondents using google form. The technique of determining the number of samples in the study using purpose sampling technique. The analysis used is multiple linear regression analysis using the SPSS 22 program. The results of the study indicate that the Celebrity Endorsement variable has a positive and significant effect on purchasing decisions, with a t-value of 2.023 and a significance level of 0.045. The Online Customer Review variable also has a positive and significant effect, with a t-value of 5.194 and a significance level of 0.000. Furthermore, the Hallyu Wave culture has a positive and significant effect with a t-value of 5.705 and a significance level of 0.000. Simultaneously, the three variables have a significant effect on purchasing decisions with an F-value of 86.479 and a significance level of 0.000. Based on these findings, it can be concluded that the three factors, both partially and simultaneously, influence consumers' decisions to purchase Azarine sunscreen. These findings serve as an important foundation for businesses in designing more effective and relevant marketing strategies aligned with current consumer behavior.

This study aims to determine the effect of Celebrity Endorse, Online Customer Review and Hallyu Wave Culture on purchasing decisions for Azarine sunscreen in Cirebon Regency. In today's digital era, marketing strategies through celebrities, online customer reviews, and the phenomenon of Korean popular culture (Hallyu Wave) are factors that influence consumer behavior, especially in the beauty industry. This research is quantitative research. The population of this study were customers who used azarine sunscreen, using a sample size of 150 respondents. The survey collection method is by distributing questionnaires online to respondents using google form. The technique of determining the number of samples in the study using purpose sampling technique. The analysis used is multiple linear regression analysis using the SPSS 22 program.