THE EFFECT OF DIGITAL ADVERTISING AND CELEBRITY ENDORSEMENT ON SALES PERFORMANCE ON SCARLETT WHITENING PRODUCTS

Achmad Haromain, Lutfia Rofifah, Imam Muttaqjin

Abstract


The study aims to analyze the Influence of Digital Advertising (X1) Scarlett Whitening (X2), and on Sales Performance (Y) on Scarllet Whitening Products. This research is a quantitative research and a survey research. The sample taken in this study was 96 respondents using non-probability sampling techniques. The data analysis used in this study includes: descriptive statistical analysis, instrument analysis test, classical assumption test, italian statistical analysis test, multiple correlation test, determination coefficient test, partial test (t test), and simultaneous test (f test). ). The results of this study show that the Digital Advertising variable (X1), Scarlett Whitening (X2), simultaneously has a positive and significant effect on Sales Performance (Y) shown by the value of Fcal > Ftabel which is (117,746 > 3,094) with a significant value of 0.00 < 0.05.

Full Text:

PDF

References


Afandi, P. (2018.). Manajemen Sumber Daya Manusia . (Teori, Konsep, Dan Indikator). Riau: Zanafa Publishing.

Amanda, P. Y. (2021). Meningkatkan Kinerja Penjualan Melalui Optimisme Kajian Tentang Pelatihan Optimisme Terhadap Kinerja Penjualan Di Perusahaan Fashion Muslim. 20 No.1, 22-34. doi:10.24167/psidim.v20il.2370

Andi, H. D. (2019). Pengaruh Marketing Digital Terhadap Kinerja Penjualan Produk Umkm Asti Gauri Di kecamatan Bantarsari Cilacap. Jurnal Administrasi dan Kesekretarisan, 4 No.1, 50-60.

Desman, S. N. (2021). Pengaruh Periklanan Terhadap Volume Penjualan Pada Toko Tricomsel Gunungsitoli. Jurnal EMBA, 9 No.3, 1386-1401.

Dina, F. A. (2021). Pengaruh Endorsment Terhadap Omset Penjualan Produk Babytrix.id. Jurnal Ilmiah Niagara, XIII No.2, 276-293.

Farih, I. (2020). Pengaruh Iklan Dan Harga Jual Terhadap Penjualan Produk Air Minum (Pada Pt. Segara Bumi Persada). Jurnal Ilmu Ekonomi Manajemen dan Akuntansi, 1 No.1, 53-60.

Gina, E. N. (2022). Pengaruh Digital Marketing Terhadap Penjualan Indihome (Studi Pada Pt. Telekomunikasi Indonesia Di Daerah Bsd Tangerang Selatan. Jurnal Ekonomi dan Bisnis, 15 No.1, 62-75.

Habibah., D. (2018). Pengaruh Brand Image Dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi Pada Perempuan Muslim Di Kota Bogor). 7 No.2, 233-261.

Intan, L. A. (2022). Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Geprek Bensu Cabang Pekanbaru. 8 No.1, 36-52.

Ira, R. P. (2020). Pengaruh Celebrity Endorsement dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup. Jurnal Nasional Ekonomi Manajemen dan Akuntansi, 2-14.

Ismayudin, Yulizar., Usman, Effendi. (2020). Manajemen Pemasaran. 32.

James, S. D. (2021). Analisis Pengaruh Kualitas Produk Kualitas Pelayanan Dan Store Atmosphere Terhadap Kepuasan Konsumen Pada Cafe 3.am Koffie Spot Manado. Jurnal EMBA, 9 No.4, 126-135.

Kotler, P. D. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Jakarta: Penerbit Salemba Empat.

Lisda, R. (2022). Pengaruh Orientasi Pembelajaran Kerja Cerdas Dan Kerja Cerdas Terhadap Kinerja Tenaga Penjualan Perusahaan Freight Forw Ading Di Semarang. Jurnal Ekonomi Bisnis dan Manajemen., 1 No.2, 121-135.

Muhfizar. ((2021). ). Pengantar Manajemen. Jawa Barat: Media Sains Indonesia. Https://Www.Google.Co.Id/Books/Edition/Pengantar_Manajemen_T

Natalia, J. K. (2019). Pengaruh Celebirty Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear. Jurnal Administrasi Bisnis, 8. No.1, 44-53.

Noviar, I. D. (2020). Pengaruh Bauran Promosi Terhadap Volume Penjualan Produk Tabungan Jtrust Bisnis Pada Bank Jtrust Indonesia Tbk Cabang Palembang. 1 No.1, 49-58. doi:10.35908/IJMPro

Paramita., Dkk. (2021). Metode Penelitian Kuantitatif. Jawa Timur. Widyagama.

Pebrian, A., Pambudi, J. E., Hidayat, I., Febrianto, H. G., Maulidia, S. Z., & Septian, A. (2024, November). The Effect of Implementation of Green Banking, Corporate Social Responsibility on The Value of Banking Companies Registered With The OJK Period 2017-2021. In Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.

Fransiska, D., Febrianto, H. G., Fitriana, A. I., & Angelina, L. (2024, November). The Effect of Company Size, Profitability and Leverage on Islamic Social Reporting of Islamic Banking Registered With OJK For The 2017-2022 Period. In Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.

Qomaria, N., Pambudi, J. E., & Febrianto, H. G. (2024). Independent Commissioners' Role in CEO Tenure, Capital Intensity and Firm Size Tax Avoidance. Jurnal Reviu Akuntansi dan Keuangan, 14(4).

Febrianto, H. G., & Pambudi, J. E. (2024). CEO Dualism and Corporate Value: A Digital Corporate Governance Perspective. Jurnal Reviu Akuntansi dan Keuangan, 14(4).

Negara, A. K., Azzahra, E. M., Febrianto, H. G., & Fitriana, A. I. (2024). Urgensi Financial Distress: antara Dewan Komisaris Independen dan Komite Audit pada Perusahaan Manufaktur. AKUNTABEL: Jurnal Ekonomi dan Keuangan, 21(1).

Mubarok, A. Z., Atthariqiyah, Y., Sunaryo, D., Fitriana, A. I., & Febrianto, H. G. (2024). FACTORS AFFECTING PROFIT MANAGEMENT IN LQ-45 COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE. Jurnal Comparative: Ekonomi dan Bisnis, 6(2), 292-301.

Wahyunita, T., Pambudi, J. E., & Febrianto, H. G. (2024). The Urgency of Tax Avoidance Moderated by the Utilization of Tax Havens Country. Jurnal Akuntansi Bisnis, 17(1), 53-69.

Mubarok, A. Z., Sunaryo, D., Pangesti, F. A., & Febrianto, H. G. (2024). DETERMINANTS OF CAPITAL STRUCTURE AND EFFECTIVE TAX RATE AS MODERATION VARIABLES. Jurnal Comparative: Ekonomi dan Bisnis, 6(1), 19-35.

Zhafirah, A., Sunaryo, D., Hamdani, H., Febrianto, H. G., & Fitriana, A. I. (2023). PENGARUH LIKUIDITAS DAN KEPEMILIKAN INSTITUSIONAL TERHADAP KEBIJAKAN DIVIDEN YANG DIMODERASI OLEH CASH POSITION. Balance Vocation Accounting Journal, 7(2), 135-145.

Putri, E. M. A., Febrianto, H. G., & Fitriana, A. I. (2023). The Effect of Internet Banking, Credit Risk and Company Size on Financial Performance at Conventional Commercial Banks Listed on the IDX for the Period 2018-2022. International Social Sciences and Humanities, 2(3), 879-891.

Ikhsan, A., Rosari, D., Pambudi, J. E., Lubis, P. K. D., & Fadillah, T. D. (2024). THE EFFECT OF AUDIT COMMITTEE, INTERNAL AUDITOR AND AUDIT QUALITY ON FIRM VALUE ON HOTEL INDUSTRY IN INDONESIA. International Journal of Economics and Finance Studies, 16(1), 337-354.

Sari, P. A., Rays, M., Purwanti, P., & Hidayat, I. (2024). Achievement of Carbon Emission Disclosure as a Mediator between Factors Increasing Firm Value: Eco-efficiency and Green Innovation. International Journal of Energy Economics and Policy, 14(6), 246-253.

Hidayat, I., Ismail, T., Taqi, M., & Yulianto, A. S. (2024). Are There Any Elements Affecting The Disclosure Of Sustainability Reports: Profitability Moderation. Quality-Access to Success, 25(202).

Hidayat, I., Abbas, D. S., Lam, N. T., & Sari, P. A. (2024). The role of environmental management accounting in mediating green innovation to firm value: Moderated by quality management. International Journal of Energy Economics and Policy, 14(3), 281-287.

Abbas, D., & Hidayat, I. (2024). Determinan Factor On Behaviour Auditor Disfunction. Jurnal Reviu Akuntansi dan Keuangan, 14(2), 412-428.

Hidayat, I., Abbas, D., Hamdani, H., & Saad, A. (2024). THE MEDIATING ROLE OF AUDIT QUALITY IN THE RELATIONSHIP BETWEEN NON-FINANCIAL FACTORS OF AUDIT FEES. JRAK, 16(2), 245-256.

Ikhsan, A., Rosari, D., Pambudi, J. E., Lubis, P. K. D., & Fadillah, T. D. (2024). THE EFFECT OF AUDIT COMMITTEE, INTERNAL AUDITOR AND AUDIT QUALITY ON FIRM VALUE ON HOTEL INDUSTRY IN INDONESIA. International Journal of Economics and Finance Studies, 16(1), 337-354.

Sarra, H., Mikrad, M., & Luthfita, F. (2023). ANALISA TAX AVOIDANCE DENGAN SALES GROWTH SEBAGAI VARIABEL MODERASI. Balance Vocation Accounting Journal, 7(2), 120-134.

Saputra, B. D., Alam, M. J., & Pambudi, J. E. (2023). The Influence Of Intellectual Capital And Earning Per Share On Stock Prices. International Social Sciences and Humanities, 2(3), 740-753.

Islamic, F. A., & Mikrad, M. (2023). USE OF FINTECH BY UMKM ACTORS IN CULINARY PASAR LAMA TANGERANG. Dynamic Management Journal, 7(3), 510-526.

Sarra, H. D., Mikrad, M., & Soleh, A. M. R. Y. (2023). The The Effect of Proprietorship Managerial and Board of Executive Commissioners on Imperishable Report with Company Size As A Moderation Variable. Dinasti International Journal of Economics, Finance & Accounting, 4(3), 371-382.

Hakim, M. Z., Andani, P. O., Rachmania, D., Hamdani, H., Mikrad, M., & Chanifah, S. (2023). Pengaruh Leverage, Free Cash Flow, dan Profitabilitas Terhadap Manajemen Laba Pada Sektor Consumer Cyclicals. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 2(2), 27-41.

Mikrad, M., Budi, A., & Febrianto, H. G. (2023). Comparative Analysis of The Performance of The Composite Stock Price Index (IHSG) With the Indonesian Sharia Stock Index (ISSI) During The Covid-19 Pandemic. International Journal of Management Science and Information Technology, 3(1), 93-100.

Hakim, M. Z., Ananda, N. F., Zulaecha, H. E., Rachmania, D., Hamdani, H., & Mikrad, M. (2023). Effect of Financing To Deposit Ratio (FDR), Return On Assets (ROA), and Third Party Fund (TPF) on Mudharabah Financing in Islamic Banking. International Journal of Economics, Business and Innovation Research, 2(02), 78-89.

Sarra, H. D., & Mikrad, M. (2023). Kepatuhan Wajib Pajak Dalam Membayar PBB: Studi Kasus di Kelurahan Gembor Tahun 2021 Kota Tangerang. Balance Vocation Accounting Journal, 6(2), 186-199.

Nugrani, A., Yanto, S., & Mikrad, M. (2022). PENGARUH GENDER, BIAYA KEPATUHAN PAJAK DAN LINGKUNGAN WAJIB PAJAK TERHADAP KEPATUHAN WAJIB PAJAK ORANG PRIBADI DI KPP PRATAMA KOSAMBI. Jurnal Comparative: Ekonomi dan Bisnis, 4(1), 60-74.




DOI: http://dx.doi.org/10.31000/dmj.v9i1.13307

Article Metrics

Abstract - 574 PDF - 354

Refbacks

  • There are currently no refbacks.


Jurnal ini telah terindeks dalam:


googleGaruda crossref dimention


Office:
Editor of Dynamic Management Journal (DMJ) UMT, Building F, 3rd Floor, Department Management Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Dynamic management journal is licensed under Attribution-ShareAlike 4.0 International