{"title":"Do celebrity endorsement, halal label, and Word of Mouth affect Millennials to purchase skincare?","authors":"Radia Sabita, Ahmad Mardalis","doi":"10.20414/jed.v5i2.6968","DOIUrl":null,"url":null,"abstract":"Purpose — This study aims to investigate the impact of celebrity endorsement, halal labels, and Word of Mouth on the purchasing intention of skincare products among millennials.Method — This study employs a quantitative research methodology, utilizing non-probability purposive sampling technique to select a sample of 200 millennial respondents who have used Safi skincare products. The data collection method involves the use of a questionnaire distributed through Google Forms, which consists of primary data collected directly from the respondents. The research data is analyzed using outer model analysis and inner model, as part of the data processing procedures.Result — The study findings indicate an insignificant effect of celebrity endorsement and halal labels on the purchasing intention of skincare products among millennials, whereas the influence of Word of Mouth on purchasing intention is positively and significantly supported.Contribution — This study provides new and important insights into the preferences and behavior of millennial consumers in the skincare market.","PeriodicalId":35485,"journal":{"name":"International Journal of Management and Enterprise Development","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Management and Enterprise Development","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20414/jed.v5i2.6968","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2
Abstract
Purpose — This study aims to investigate the impact of celebrity endorsement, halal labels, and Word of Mouth on the purchasing intention of skincare products among millennials.Method — This study employs a quantitative research methodology, utilizing non-probability purposive sampling technique to select a sample of 200 millennial respondents who have used Safi skincare products. The data collection method involves the use of a questionnaire distributed through Google Forms, which consists of primary data collected directly from the respondents. The research data is analyzed using outer model analysis and inner model, as part of the data processing procedures.Result — The study findings indicate an insignificant effect of celebrity endorsement and halal labels on the purchasing intention of skincare products among millennials, whereas the influence of Word of Mouth on purchasing intention is positively and significantly supported.Contribution — This study provides new and important insights into the preferences and behavior of millennial consumers in the skincare market.
期刊介绍:
IJMED is a major international research journal dedicated to business development strategy and entrepreneurship policy as well as management processes in an international and cross-cultural context. IJMED provides a venue for high quality papers including theoretical research articles, evidence-based case studies and practical applications seeking to explore best practice and investigate strategies for rapid growth management in SMEs. IJMED has a history of contributing to the academic literature, providing conceptual and practical insights and generating innovative ideas for organizational enterprise. Topics covered include: -SMEs'' start-up development, corporate venturing- Technological opportunities, new firm creation, valuation- Technological adoption, technology transfer, technopreneurship- Joint ventures/alliances, franchising and corporate ownership- Business incubator development strategy- Economic and social entrepreneurship- Virtual coaching services for SMEs- SMEs and entrepreneurship policy- Start-up cognitions/behaviours- Halo effect, technology licensing- Long-run technology investments- Knowledge management/technology strategy in SMEs- Managing rapid growth, accelerating competitive effectiveness- Strategy decision speed and SME performance- Entrepreneurs in non-profit sector.