CELEBRITY ENDORSEMENT AND BRAND IMAGE ON INSTAGRAM ON ZOYA'S HIJAB PURCHASE DECISION: A STUDY ON UMT STUDENTS

Eko Narto Utomo, Muh Hasan, Teri Astuti

Abstract


The development of social media, especially Instagram, has changed the marketing strategy of Muslim fashion products among the younger generation. The phenomenon of using celebrity endorsements and strengthening brand image is an important factor in shaping consumer purchase decisions. This study aims to analyze the influence of Instagram social media, celebrity endorsements, and brand image on the decision to purchase Zoya hijab among female students of the University of Muhammadiyah Tangerang. The research method used was quantitative with a survey approach, involving 95 seventh-semester female student respondents. Data analysis was carried out through the stages of validity, reliability, classical assumption, multiple linear regression, and hypothesis test using SPSS version 26. The results of the study show that the three independent variables partially or simultaneously have a positive effect on purchasing decisions. These findings contribute to the digital marketing literature and consumer behavior, especially in the context of Muslim fashion. The novelty of this research lies in the integration between social media platforms, public figures, and brand perceptions in shaping purchasing decisions in the student segment, which is still rarely explored empirically in the local context


Full Text:

PDF

References


Alviona, Salim, M. A., & Priyono, A. A. (2019). Pengaruh Social Media (Instagram), Celebrity Endorse, Dan Harga Terhadap Keputusan Pembelian Lozy Hijab (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2019). E – Jurnal Riset Manajemen, 12(02), 121–129. http://riset.unisma.ac.id/index.php/jrm

Amalia, A. C., & Sagita, G. (2019). Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. JURNAL SOSIAL : Jurnal Penelitian Ilmu-Ilmu Sosial, 20(2), 51–59. https://doi.org/10.33319/sos.v20i2.42

Amos, C., Holmes, G., & Strutton, D. (2023). Celebrity endorser credibility and brand authenticity: The moderating role of social media presence. Journal of Marketing Communications, 29(4), 345-362.

Andi, Suyono, Al Hafis, P., & Hendri. (2020). The Effect of Celebrity Endorser, Product Quality and Product Design on Pelita Indonesia Student’s Buying Interest of Asus Smartphone. Procuratio : Jurnal Ilmiah Manajemen , 8(1), 23–36.

Andriani, D., Suci, R. P., & Zulkifli, Z. (2023). Pengaruh Promosi Media Sosial Instagram Starcross Terhadap Keputusan Pembelian Dimedisi Minat Beli (Studi pada Generasi Milenial Malang). JURNAL ECONOMINA, 2(3), 822– 835. https://doi.org/10.55681/economina.v2i3.404

Anita, S. B. (2023). Entrepreneurship Communication. Prenada Media.

Aprilianti, L., & Riorini, S. V. (2023). Pengaruh Celebrity Endorsement, Social Media Marketing Dan Brand Image Terhadap Purchase Intention Online Pada Pengguna Marketplace Shopee. Jurnal Ekonomi, Manajemen, Dan Akuntansi, 2(3), 319–329. http://jurnal.anfa.co.id/index.php/mufakat

Aruna, S. T., Hariasih, M., & Pebrianggara, A. (2024). Pengaruh Brand Ambassador, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Garnier Sakura Glow. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 228–245. https://doi.org/10.31955/mea.v8i2.4025

Blau, P. M. (1964). Exchange and power in social life. New York: Wiley.

Chen, Y., Wang, Y., & Li, X. (2023). Integrated social media marketing and customer purchase behavior: Evidence from fashion e-commerce. Journal of Retailing and Consumer Services, 71, 103-115.

Diana Rosa Amanda, Imam Baidlowi, & Kasnowo. (2022). Pengaruh Brand Image Dan Brand Trust Serta Kualitas Produk Terhadap Keputusan Pembelian Pada Lipstik Wardah (Studi Pada Konsumen Lipstik Wardah Di Wilayah Mojokerto). Jurnal Cakrawala Ilmiah, 1(12), 3565–3578. https://doi.org/10.53625/jcijurnalcakrawalailmiah.v1i12.3217

DinarStandard. (2022). *State of the Global Islamic Economy Report 2022/23*. Dubai: DinarStandard.

Dwiarta, I. M. B., & Alam, D. W. Y. (2024). Digital Marketing. https://www.google.co.id/books/edition/digital_marketing/maiseqaaqbaj?hl= en&gbpv=1

Elita Tanujaya Julianto. (2022). Pengaruh Strategi Pemasaran Media Sosial (Instagram) dan Citra Merek Terhadap Keputusan Pembelian Sepatu Lokal Compass Dengan Minat Beli Sebagai Mediasi. Jurnal Ekonomi, Bisnis Dan Manajemen, 1(4), 16–29. https://doi.org/10.58192/ebismen.v1i4.146

Eryani Sri Handayani. (2023). Score : Jurnal Lentera Manajemen Pemasaran.

Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147

Fongo, P. (2021). Celebrity Endorser & Daya Tarik Iklan Terhadap Minat Belanja Online kaum Milenial.

Gunawan, D. (2022). Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Social Media Merketing.

Hartono, R., Arifin, R., & Hufron, M. (2020). Pengaruh Strategi Promosi Sosial Media (Instagram) dan Word of Mouth Terhadap Keputusan Pembelian Kuliner Mbok Taya. E – Jurnal Riset Manajemen, 9(3), 167–184.

Hidayat, A., Zulkifli, & Jumarni. (2022). Pengaruh Media Sosial Tehadap Keputusan Pembelian Dengan Kepercayaan Sebagai Variabel Mediasi Pada Waralaba Kuliner Indonesia. Jurnal Mirai Management, 7(3), 102–111.

Hilmi, R. (2020). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada 212 Mart Banjarmasin. Jurnal Mitra Manajemen, 4(4), 550–565. https://doi.org/10.52160/ejmm.v4i4.363

http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/in dex

Humaniora, J., Ekonomi, I., & Hukum, B. (2024). Pengaruh Media Sosial Instagram Dan Brand Image ( Citra Merek ) Terhadap Keputusan Pembelian Pada Toko Itha Jaya Tas Rantauprapat Jurnal Humaniora : Ilmu Ekonomi , Sosial , Bisnis dan Hukum. 2012, 31–38.

Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. https://doi.org/10.9744/pemasaran.14.1.25-34

Instagram. (2024). Zoya Hijab official Instagram analytics. Retrieved from https://www.instagram.com/zoyahijab

Kharisma, Citra Savitri, & Syifa Pramudita Faddila. (2024). Pengaruh Celebrity Endorser dan Daya Tarik Iklan Terhadap Keputusan Pembelian di UMKM Rimaadeeva Hijab Karawang pada Media Sosial

Kontan. (2023, March 15). Strategi endorser di tengah persaingan bisnis hijab. Retrieved from https://www.kontan.co.id

Kosmetik Revlon (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 101. https://doi.org/10.35794/emba.v10i3.41293

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). New York: Pearson Education.

Lee, S., & Kim, E. (2022). The role of celebrity-brand congruence in Instagram marketing. Journal of Fashion Marketing and Management, 26(3), 455-470.

Lim, Y., Darley, W. K., & Lim, S. H. (2023). Instagram marketing and consumer engagement in the fashion industry. Asia Pacific Journal of Marketing and Logistics, 35(2), 289-305.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge: MIT Press.

Nasution, R. A., Sari, P. N., & Harahap, D. A. (2022). Brand image and purchase decisions in Indonesian modest fashion industry. Jurnal Ilmiah Manajemen, 15(2), 45-60.

Nurhayati. (2023). Keputusan Pembelian dan Kepuasan Konsumen. Penerbit NEM. Nusumawati, N., Aisyah, S., & Primanto, A. B. (2019). Pengaruh Celebrity Endorser, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Kosmetik Wardah (Studi Kasus Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2019) Vol. 12. No.

Pradana, R., & Harahap, D. A. (2024). Digital branding strategy in the modest fashion industry. Indonesian Journal of Business and Entrepreneurship, 10(1), 78-92.

Rosy F. Daud, S. (2021). Public Relations dan Brand Image Warunk Upnorma. Safitri, C., Gunawan, Murtopo, & Al, E. (2023). Digital Marketing : Menembus Market Meningkatkan Omset. nstagram. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis

Samosir, C. M., Safitri, A., Dmk, M. A. D., Adani, M. R., & Nofirda, F. A. (2023). Analisis Faktor Penentu Penggunaan Celebrity Endorse dalam Media Sosial Instagram. Jurnal Pendidikan Tambusai, 7(3), 30975–30979.

Santoso, D., & Riyanto, K. (2023). Pengaruh Brand Image, Content Creator, dan Social Media Terhadap Keputusan Pembelian. ARBITRASE: Journal of Economics and Accounting, 4(1), 13–17.

Saputra, A. A., & Jaharuddin, J. (2022). Pengaruh Sertifikasi Halal, Kesadaran Halal, Dan Celebrity Endorse Terhadap Keputusan Pembelian Produk Zoya (Studi Kasus Mahasiswa Feb Umj). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 16(4), 1521. https://doi.org/10.35931/aq.v16i4.1185

Saragih, I., Muhamad, L. F., Korosando, F., & et al. (2023). Konsep Dasar Manajemen Pemasaran.

Sari, P. N., Nasution, R. A., & Santoso, B. (2021). The effect of social media marketing on purchase decisions. Jurnal Management dan Pemasaran, 14(3), 234-248.

Shofiyah Khairunnisa. (2022). Pengaruh Sosial Media Marketing Instagram, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ms Glow (Studi Kasus Pada Konsumen Distributor Ms Glow Panakukkang Di Kota Makassar). CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 2(4), 110–126. https://doi.org/10.55606/cemerlang.v2i4.502.




DOI: http://dx.doi.org/10.31000/dmj.v9i4.15069

Article Metrics

Abstract - 153 PDF - 34

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