BibTex Citation Data :
@article{JSPI56036, author = {Arla Mutiara and Iwan Sukoco and Cecep Barkah and Nurillah Novel}, title = {Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Pembelian Produk Scarlett Whitening Melalui Peran Influencer Marketing}, journal = {Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)}, volume = {22}, number = {3}, year = {2023}, keywords = {influencer marketing; purchase decision; skincare}, abstract = { This research analyzes the decision-making process regarding the purchase of Scarlett Whitening skincare products through the role of influencer marketing. The research utilized the Systematic Literature Review approach for its investigation. After conducting the systematic literature review, the researchers discovered a total of 78 articles through a search conducted on Google Scholar. Subsequently, these articles were narrowed down to a final selection of 23 for descriptive analysis. The findings indicate that the factors influencing the success of influencer marketing in influencing the purchase decision of Scarlett Whitening products are trustworthiness, expertise, attractiveness, similarity, liking, and respect. The results of this study are expected to be considered by Scarlett Whitening company in selecting influencers who align with these factors to encourage consumers to decide to purchase the product. }, issn = {2580-118X}, pages = {174--186} doi = {10.14710/jspi.v22i3.174-186}, url = {https://ejournal.undip.ac.id/index.php/jspi/article/view/56036} }
Refworks Citation Data :
This research analyzes the decision-making process regarding the purchase of ScarlettWhitening skincare products through the role of influencer marketing. The researchutilized the Systematic Literature Review approach for its investigation. After conductingthe systematic literature review, the researchers discovered a total of 78 articles througha search conducted on Google Scholar. Subsequently, these articles were narroweddown to a final selection of 23 for descriptive analysis. The findings indicate that thefactors influencing the success of influencer marketing in influencing the purchasedecision of Scarlett Whitening products are trustworthiness, expertise, attractiveness,similarity, liking, and respect. The results of this study are expected to be considered byScarlett Whitening company in selecting influencers who align with these factors toencourage consumers to decide to purchase the product.
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