Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta

Satria Ramdhan Firmansyah ; Mirzam Arqy Ahmadi
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen... 📅 2025 Vol 3, No 1 🔗 DOI: 10.61132/manuhara.v3i1.1512
Abstract
Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.
Keywords
Digital Marketing; Celebrity Endorsement; Purchase Decision
How to Cite

Satria Ramdhan Firmansyah & Mirzam Arqy Ahmadi (2025). Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 3(1). https://doi.org/10.61132/manuhara.v3i1.1512

Satria Ramdhan Firmansyah; Mirzam Arqy Ahmadi, "Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta," Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 3, no. 1, 2025.

Satria Ramdhan Firmansyah; Mirzam Arqy Ahmadi. "Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 3, no. 1, 2025.

Satria Ramdhan Firmansyah; Mirzam Arqy Ahmadi. "Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 3, no. 1 (2025).

Satria Ramdhan Firmansyah & Mirzam Arqy Ahmadi (2025) 'Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta', Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 3(1). doi: 10.61132/manuhara.v3i1.1512.

Satria Ramdhan Firmansyah; Mirzam Arqy Ahmadi. Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis. 2025;3(1).

Artikel Terkait

Pengaruh Brand Trust Memediasi Electronic Word of Mouth terhadap Purchase Intention pada Brand Fashion Hamata Studios

I Putu Bintang Pramesta Ardhyan; Tjokorda Gde Raka Sukawati

Analisis Pengaruh Digital Marketing terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Mediasi: Studi pada Perusahaan Kosmetik yang terdaftar di Bursa Efek Indonesia

Nugrah Leksono Putri Handayani; Poppy Fitrijanti Soeparan; Mohammad Hidayatul Holili

Integrasi Teknologi dalam Transformasi SDM dan Analisis Data Karyawan

Hairul Hairul; Maulana Jauhari; Rifky Gismanyan; Irfan Hafidz Muhyiddin; Mada Aditia Wardhana

Analisis NPL, CAR, dan NIM dalam Mempengaruhi ROA melalui BOPO pada PT. Bank Rakyat Indonesia Tbk

Silfi Oktariyani; Fauzia Nurul Fitri

Fenomena Utang Digital: Mengupas Peran Fintech, Lifestyle, dan Self-Control dalam Perilaku Utang Milenial berdasarkan Gender

Zulfa Zakiatul Hidayah; Erin Soleha

Integrasi Human Resource (HR) Analytics sebagai Strategi dalam Meningkatkan Pengalaman Karyawan

Azmil Indillah Suwandi; Imariana Nur Mutiara; Qoonita Nurhasanah; Afrian Bintang Putra; Mada Aditia Wardhana
Tren Sitasi Jurnal