Pengaruh Promosi Penjualan dan Celebrity Endorser terhadap Niat Beli Fashion Brand Lokal Giyomi pada Generasi Y dan Z
DOI:
https://doi.org/10.26740/jim.v8n4.p1468-1477Keywords:
brand local, celebrity endorser, purchase intentions, sales promotions.Abstract
Marketing strategies change as technology develops. Marketers are demanded to be more creative in continuing to market their products so they will not be outdone by the times, fashion products are no exception. Giyomi is a local fashion brand that utilizes marketing with digital marketing using celebrity endorsers and offline marketing using sales promotions by holding bazaar tours and giving discounts for its products. however, this is still lacking interest among Y and Z generations because these generations prefer to use foreign brands such as ZARA and H&M. This research design to determine the effect of sales promotion and celebrity endorser on purchasing intentions on local fashion brands Y and Z generations (Study on the Giyomi brand). The sampling technique of this research used judgmental sampling and snowball sampling. The target population is generation Y and Z with criteria that use Instagram social media, of course, with a personal account that has followed Giyomi's Instagram account and knows Giyomi's promotion and celebrity endorser contained on Instagram social media. The number of samples of this study was 110 people. The results of this study indicate there is a significant positive influence between sales promotion and celebrity endorsers on purchasing intentions on local fashion brands Y and Z generations.
References
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Schiffman, Leon.G. dan Leslie Lazar Kanuk. (2007). Perilaku Konsumen. Edisi Ke-7. Diterjemahkan oleh Zoelkifli Kasip. PT. Indeks, Jakarta.
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Simamora, B. 2002. Panduan Riset Perilaku Konsumen. PT Gramedia Pustaka Utama. Jakarta
Stephanie, E., Rumambi, L. J., & Sondang, Y. (2013). Analisa Pengaruh Rio Dewanto dan Donita Sebagai Celebrity Endorser Terhadap Minat Beli Rroduk Axe Anarchy Dengan Daya Tarik Iklan dan Efek Iklan Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran, 1(2), 19.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sumarwan, Ujang. 2015. Pemasaran Strategik:Prespektif Perilaku Konsumen, dan Marketing Plan. Jakarta: PT.Ghalia Indonesia.
Tjiptono, Fandy dan Gregorius Chandra. 2012. Pemasaran Strategik. Yogyakarta
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Zara.com. 2019. Beli di Zara.Com. (https://www.zara.com/id/id/help/beli-di-zara.com-h2.html. Diakses pada 3 Desember 2019)
APJII. (2018). Infografis Penetrasi & Perilaku Pengguna Internet Indonesia. (https://web.kominfo.go.id/sites/default/files/Laporan%20Survei%20APJII_2017_v1.3.pdf diakses pada 10 November 2019) Teknopreuner, 2018(31) August 2018), Hasil Survey.
Belch, G. B. (2012). Advertising an promotion: An Integrated Marketing Communication Perspective. New York: Mc Graw Hill.
Bencsik, A., Juhász, T., & Horváth-Csikós, G. (2016). Y and Z Generations at Workplaces. Journal of Competitiveness, 6(3), 90106. https://doi.org/10.7441/joc.2016.03.06
Chang, A. Y. P. (2017). A study on the effects of Sales Promotion on consumer involvement and purchase intention in Tourism industry. Eurasia Journal of Mathematics, Science and Technology Education, 13(12), 83238330. https://doi.org/10.12973/ejmste/77903
Chi, H, K., Yeh, H, R., Huang, M, W. (2008). The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention. The Mediating Effect of Advertising Endorser. The Journal of Global Business Management, 5(1), pp.224-233.
Daud, I., & Fitrianto, M. E. (2015). Peran Celebrity Endorser Dalam Membentuk. Manajemen Dan Bisnis Sriwijaya, 13(3).
Engel, J. F., G. Blackwell, dan P. W. Miniard. 1994. Perilaku Konsumen . Jilid 1. Binarupa Aksara, Jakarta.
Fern, Y. S., Boon, L. K., Ling, G. M., & Huat, T. S. (2015). The effect of celebrity endorser towards customer purchase intention. Advanced Science Letters, 21(6), 21632165. https://doi.org/10.1166/asl.2015.6245
Ghozali, Imam. 2016. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Undip.
Giyomi.co.id. 2019. New Collection: Giyomi X Dwihandaanda (https://www.giyomi.co.id/shop/giyomixdwihandaanda . Diakses pada 3 Desember 2019)
Haryantana, I. P. G. H., & Ekawati, N. W. (2015). Pengaruh Celebrity Endorser , Brand Image Dan Persepsi Kualitas Terhadap Niat Beli Sepeda Motor Honda Scoopy Di Kota Denpasar. Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia PEN. E-Jurnal Manajemen UNUD, 4(9), 28062830.
HM.com. 2019. #HmxME . (https://id.hm.com/hmxme.html. Diakses pada 3 Desember 2019)
Instagram.com. 2019. Giyomi Official (@giyomi.id). Foto dan Video Indtagram (www.instagram.com/giyomi.id, Diakses pada 14 Desember 2019)
Kansha, D. R. (2018). Efektivitas Penggunaan Endorsement oleh Online Shop Giyomi di Media Sosial Instagram. Online.
Kotler dan Keller, 2009, Manajemen Pemasaran, keputusan pembelian, Edisi 13 Jilid 1. Penerbit : Erlangga.
Kotler, Philip (2006). Manajemen pemasaran, jilid I, Edisi kesebelas, Jakarta, P.T Indeks Gramedia.
Lovelock, Wirtz. (2011). Services Marketing (People, Technology, Strategy). Pearson Education Limited. England
Malhotra, K. Naresh. 2009. Riset Pemasaran: Pendekatan Terapan (Jilid 1). Jakarta: PT INDEKS.
Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenada Media Group.
Mughal, A., Mehmood, A., Mohi-ud-deen, A., & Ahmad, B. (2014). The Impact of Promotional Tools on Consumer Buying Behavior: A Study from Pakistan. Journal of Public Administration and Governance, 4(3), 402. https://doi.org/10.5296/jpag.v4i3.6680
Prasetyo, E. (2013). Pengaruh Iklan, Promosi Penjualan Dan Penjualan Perorangan Terhadap Niat Beli Di CV. Lancar Makmur Motor Surakarta. Agora, 1(3), 2.
Schiffman, Leon.G. dan Leslie Lazar Kanuk. (2007). Perilaku Konsumen. Edisi Ke-7. Diterjemahkan oleh Zoelkifli Kasip. PT. Indeks, Jakarta.
Shimp, Terence A. And Andrews, J. Craig. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. 9th Edition. USA. Cengage Learning.
Shimp, Terrence A, 2000. Advertising Promotion (Supplement Aspect of Integrated Marketing Communications). Fifht Edition. The Dryden Press Harcourt College Publisher.
Simamora, B. 2002. Panduan Riset Perilaku Konsumen. PT Gramedia Pustaka Utama. Jakarta
Stephanie, E., Rumambi, L. J., & Sondang, Y. (2013). Analisa Pengaruh Rio Dewanto dan Donita Sebagai Celebrity Endorser Terhadap Minat Beli Rroduk Axe Anarchy Dengan Daya Tarik Iklan dan Efek Iklan Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran, 1(2), 19.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sumarwan, Ujang. 2015. Pemasaran Strategik:Prespektif Perilaku Konsumen, dan Marketing Plan. Jakarta: PT.Ghalia Indonesia.
Tjiptono, Fandy dan Gregorius Chandra. 2012. Pemasaran Strategik. Yogyakarta
Warmayana, I. G. A. K. (2018). Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada Era Industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81. https://doi.org/10.25078/pba.v3i2.649
Yulistara, Arina. (2018). 60% Orang Indonesia Pilih Beli Produk Asing Ketimbang Lokal. CNBC Indonesia. (https://www.cnbcindonesia.com/lifestyle/20180326194751-33-8635/60-orang-indonesia-pilih-beli-produk-asing-ketimbang-lokal. Diakses 20 November 2019)
Zara.com. 2019. Beli di Zara.Com. (https://www.zara.com/id/id/help/beli-di-zara.com-h2.html. Diakses pada 3 Desember 2019)
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2020-08-05
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Nugroho, D. A., & Iriani, S. S. (2020). Pengaruh Promosi Penjualan dan Celebrity Endorser terhadap Niat Beli Fashion Brand Lokal Giyomi pada Generasi Y dan Z. Jurnal Ilmu Manajemen, 8(4), 1468–1477. https://doi.org/10.26740/jim.v8n4.p1468-1477
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