The Influence Of The Country Of Origin, Brand Awareness, And Celebrity Endorser On Avoskin's Buying Interest In S1 Students Of The University Of North Sumatra

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The Influence of Country of Origin, Brand Awareness, and Celebrity Endorser on Avoskin's Buying Interest in S1 Students of the University of North Sumatra

Introduction

In recent years, the skincare industry has experienced a significant surge in demand, particularly among students. With the increasing availability of overseas skincare products in Indonesia, local brands must adapt and compete to attract consumers. One such local brand, Avoskin, has implemented innovative marketing strategies to increase its appeal. This study aims to analyze the influence of country of origin, brand awareness, and celebrity endorser on the purchase of Avoskin products among S1 students at the University of North Sumatra.

Background

The skincare industry has become a major need for the community, especially among students. With the rise of overseas skincare products available in Indonesia, local skincare products must adapt and compete in order to attract consumers. Avoskin, a local brand, has implemented the latest marketing strategy to increase its appeal. The study aims to analyze the influence of country of origin, brand awareness, and celebrity endorser for the purchase of Avoskin products among S1 students at the University of North Sumatra.

Methodology

The research method used in this study is descriptive research with hypothesis testing using multiple regression analysis. The data processing process is carried out with the help of SPSS. In this study, the population studied was 2,546 people, and the sample was determined using the Slovin formula, producing a total of 96 respondents. The results of the F test showed that together, the country's origin variables, brand awareness, and celebrity support had a significant effect on the buying interest of Avoskin products among students.

Results

Through the T test, it was revealed that the country of origin had no significant effect on purchasing interest, while brand awareness and celebrity support both had positive and significant influences. From the testing of the coefficient of determination (R²), the R Square value was obtained of 0.672, which means 67.2 percent of the purchase interest variable can be explained by the three variables studied, while the remaining 32.8 percent is influenced by other variables that are not examined.

Furthermore, multiple regression analysis shows that the variable that has the greatest influence on the purchasing interest of Avoskin products is brand awareness, which contributes 51.5 percent. This indicates that the higher the awareness of the Avoskin brand among students, the more likely they are to make purchases.

Deeper Analysis

This study highlights the importance of brand awareness in influencing purchasing decisions. With high competition in the skincare market, strong and effective branding is the key for companies to attract consumers' attention. A good brand awareness not only makes products better known, but also build trust and loyalty among consumers, especially among students who tend to look for products they know and believe.

In addition, even though the country of origin does not have a significant effect, this can be interpreted that the quality of local products such as Avoskin is able to compete with foreign products, as long as it is supported by the right and relevant marketing strategies. Support from celebrities also play an important role, given their attractiveness can reach a wider audience and increase consumer confidence in the product.

Implications

This study provides valuable insights for local skincare producers about the importance of building strong brand awareness and utilizing celebrity support to increase purchase interest. It is hoped that these findings can be a reference for the development of a more effective marketing strategy in the future.

Conclusion

In conclusion, this study has shown that brand awareness and celebrity support have a significant influence on the purchasing interest of Avoskin products among S1 students at the University of North Sumatra. The study highlights the importance of building strong brand awareness and utilizing celebrity support to increase purchase interest. It is hoped that these findings can be a reference for the development of a more effective marketing strategy in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Local skincare producers should focus on building strong brand awareness through effective marketing strategies.
  • Utilize celebrity support to increase consumer confidence in the product.
  • Conduct further research to explore the impact of other variables on purchasing decisions.

Limitations

This study has several limitations, including:

  • The study was conducted among S1 students at the University of North Sumatra, which may not be representative of the general population.
  • The study only examined the influence of country of origin, brand awareness, and celebrity endorser on purchasing decisions.

Future Research Directions

Future research should explore the impact of other variables on purchasing decisions, such as product features, price, and packaging. Additionally, further research should be conducted to explore the effectiveness of different marketing strategies in increasing brand awareness and purchase interest.

References

  • [List of references cited in the study]

Appendix

  • [Appendix materials, including raw data, questionnaires, and additional tables and figures]
    Frequently Asked Questions (FAQs) about the Influence of Country of Origin, Brand Awareness, and Celebrity Endorser on Avoskin's Buying Interest in S1 Students of the University of North Sumatra

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the influence of country of origin, brand awareness, and celebrity endorser on the purchase of Avoskin products among S1 students at the University of North Sumatra.

Q: What research method was used in this study?

A: The research method used in this study is descriptive research with hypothesis testing using multiple regression analysis.

Q: What was the population and sample size of this study?

A: The population studied was 2,546 people, and the sample was determined using the Slovin formula, producing a total of 96 respondents.

Q: What were the results of the F test?

A: The results of the F test showed that together, the country's origin variables, brand awareness, and celebrity support had a significant effect on the buying interest of Avoskin products among students.

Q: What were the results of the T test?

A: Through the T test, it was revealed that the country of origin had no significant effect on purchasing interest, while brand awareness and celebrity support both had positive and significant influences.

Q: What was the coefficient of determination (R²) value obtained from the testing?

A: The R Square value was obtained of 0.672, which means 67.2 percent of the purchase interest variable can be explained by the three variables studied, while the remaining 32.8 percent is influenced by other variables that are not examined.

Q: Which variable had the greatest influence on the purchasing interest of Avoskin products?

A: Multiple regression analysis shows that the variable that has the greatest influence on the purchasing interest of Avoskin products is brand awareness, which contributes 51.5 percent.

Q: What are the implications of this study?

A: This study provides valuable insights for local skincare producers about the importance of building strong brand awareness and utilizing celebrity support to increase purchase interest.

Q: What are the limitations of this study?

A: This study has several limitations, including the study was conducted among S1 students at the University of North Sumatra, which may not be representative of the general population, and the study only examined the influence of country of origin, brand awareness, and celebrity endorser on purchasing decisions.

Q: What are the future research directions?

A: Future research should explore the impact of other variables on purchasing decisions, such as product features, price, and packaging. Additionally, further research should be conducted to explore the effectiveness of different marketing strategies in increasing brand awareness and purchase interest.

Q: What are the recommendations of this study?

A: Based on the findings of this study, the following recommendations are made:

  • Local skincare producers should focus on building strong brand awareness through effective marketing strategies.
  • Utilize celebrity support to increase consumer confidence in the product.
  • Conduct further research to explore the impact of other variables on purchasing decisions.

Q: What is the significance of this study?

A: This study highlights the importance of brand awareness and celebrity support in influencing purchasing decisions, and provides valuable insights for local skincare producers to develop effective marketing strategies.