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Journal Of Economics, Technology, and Business (JETBIS)

Volume 3, Number 3 March 2024

p-ISSN 2964-903X; e-ISSN 2962-9330

THE EFFECT OF VIRAL MARKETING AND CELEBRITY ENDORSERS ON

PURCHASING DECISIONS FOR SOMETHING X NCT DREAM SKINCARE AT

TIKTOK SHOP

Nindy Selvya Dewi

, Helda Melinda

, Muhamad santoso

Universitas Swadaya Gunung Jati Cirebon, indonesia

Email: [email protected]

, [email protected]

, msantoso1220@gmail.com

KEYWORDS:

Viral Marketing, Celebrity

Endorser, Purchase Decision

ABSTRACT

The development of the internet shows that there is growth in more

and more internet users worldwide, and Indonesia is one of them.

However, in modern times this has spread widely to the economic and

entrepreneurial fields, so the term E-commerce or online trading has

emerged to meet daily needs such as Tiktok Shop. The success of

Tiktok Shop in Indonesia is due to the way business actors change

promotional strategies using viral marketing and celebrity endorsers

to get public attention and viral news on social media. The purpose of

this study is to ascertain how viral marketing and celebrity

endorsements affect consumers' decisions to buy X NCT Dream

skincare products via TikTok Shop. Data collecting for associative

study is done by a quantitative technique utilizing a Google form to

distribute surveys to up to 200 respondents online. After data

processing, IBM SPSS 25 Version for Windows was used for analysis.

Multiple linear analysis is the data analysis method employed. Every

theory demonstrates relevance. The study concludes that buying

decisions for X NCT Dream skincare products from TikTok Shop are

significantly and favorably influenced by viral marketing and

celebrity endorsers.

INTRODUCTION

From year to year, the development of the internet shows that the growth of internet users

is increasing around the world, and Indonesia is one of them. The internet is one of the rapidly

growing fields of information technology, initially the internet could only be used for

information dissemination. However, in modern times it has spread widely to the economic

and entrepreneurial fields so the term E-commerce or online trading has emerged to meet daily

needs. Based on the fact that many e-commerce platforms are operating, most of them close

their operations because they are unable to compete with other e-commerce platforms.

However, until 2024, Tiktok Shop still leads the 2nd largest E-commerce in Indonesia.

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Picture 1

TikTok shop is the 2nd largest E-commerce in Indonesia

Source: https://databoks.katadata.co.id/

The success of Tiktok Shop in Indonesia, of which is due to changing the way of

promotional strategies using viral marketing and celebrity endorsers to get public attention and

viral news on social media.

Consumers are interested in buying a product due to viral marketing. Viral Marketing is

a marketing technique by utilizes social networks to achieve certain marketing goals carried

out through a unique communication process (Yusuf & Kholid, 2018).

Apart from viral marketing, there are celebrity endorsers who can get consumers

interested. According to (Jayanti & Siahaan, 2021)A celebrity Endorser is a supporter of a

product that is carried out through promotion by using all TV stars, movie actors, and all

leading athletes in every advertisement, both in magazines, radio, and TV. With the celebrity

endorser, one of the facial care brands has successfully marketed its product, Somehinc.

Something is a local Indonesian facial care brand that produces skincare, makeup, and

beauty tools. Something was founded in 2019 by Irene Ursula because she was inspired by the

crisis in choosing high-quality makeup and skincare products by millennials, to choose from

many product options, in the end, will choose high-quality products (Prastowo & Nur, 2023).

Because it is believed to be a mainstay of skincare for many people with its instantly effective

ingredients and benefits, this makes Indonesian women make purchasing decisions at

Somethingnc Skincare. Making decisions about purchases is a process that customers go

through in order to satisfy their wants and get the best value. The first step in choosing a product

is realizing that needs and desires are being met (Kuhu Joshi, 2019).

Figure 2

Top-selling brands in E-commerce Q2-2022

Source : https://compas.co.id/article/top-5-brand-perawatan-wajah/

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The data above shows that some skincare sales in E-commerce are successful. Factors

that influence the increase in sales of Somehinc Skincare are using viral marketing and celebrity

endorsers. Somethinc appointed the famous K-pop group from South Korea, NCT Dream as

Celebrity Endorser to promote its brand through social media so that fans and Somethinc can

be recognized more.

While the findings of Antonius Wijaya's research (2019) are not significant, earlier

research by (Sukma & Elina, 2016) demonstrates that the celebrity endorser variable is

positively and substantially impacted by the purchase decision variable. Therefore, it can be

seen by the research of Istiqlaliyatul Kholiq & Dewi Komala Sari (2021) that the purchase

decision variable is significantly influenced by the viral marketing variable.

Based on the previous discussion, the researcher is interested in studying the "Effect of

Viral Marketing and Celebrity Endorser on the Decision to Purchase Something Skincare at

TikTok Shop".

RESEARCH METHODS

This study uses a Quantitative approach with the type of associative research in data

collection is the distribution of questionnaires using an online system through Google Forms

with 200 respondents. The determination of this sample size is based on the theory put forward

by Zhou et al., (2009), (Wilson, 2020), where overall, some of the researchers above suggest

that the most appropriate sample size for a study is between 30 and 500 samples. The

respondents who became the sample of this study were teenagers to adults who had used or

bought something X NCT Dream skincare at TikTok Shop. Data processing was then analyzed

using SPSS 25 Version for Windows software. The data analysis used is Multiple Linear

Analysis.

RESULTS AND DISCUSSION

Validity Test

The validity test, according to (Sugiyono, 2019: 363), is the calculation of data from

researchers and data that is directly collected from study subjects. A questionnaire's validity is

evaluated using the validity test. Based on 200 responders (n), the validity test is computed and

processed with SPSS 25 Version for Windows Software at a significance level of 5%. This

yields the rtable value of 0.138. Thus, if the rcount number is more than 0.138, the research

instrument will be considered legitimate.

Table 1

Instrument rcount value > 0.138.

Viral Marketing (X1)

rhitung

rtable 5%

Information

0,531

0,138

Valid

0,538

0,138

Valid

0,611

0,138

Valid

0,688

0,138

Valid

0,654

0,138

Valid

0,555

0,138

Valid

0,326

0,138

Valid

Celebrity Endorser (X2)

rhitung

rtable 5%

Information

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0,559

0,138

Valid

0,424

0,138

Valid

0,565

0,138

Valid

0,527

0,138

Valid

0,579

0,138

Valid

0,599

0,138

Valid

0,576

0,138

Valid

0,578

0,138

Valid

Purchase Decision (Y)

hitung

table

Information

0,782

0,138

Valid

0,760

0,138

Valid

0,772

0,138

Valid

0,770

0,138

Valid

0,811

0,138

Valid

0,795

0,138

Valid

0,793

0,138

Valid

0,732

0,138

Valid

0,483

0,138

Valid

0,671

0,138

Valid

Source: Processed by Researchers (2024)

Reliability Test

The reliability test, according to Sugiyono (2020: 185), measures how likely it is that

measurement results obtained with the same object would yield the same data. The Cronbach's

Alpha (α) value indicates the reliability test; a variable is considered dependable if its value is

more than 0.6 (Ghozali, 2020).

Table 2

Viral Marketing Variable Reliability Test (X1)

Reliability Statistics

Cronbach's Alpha

N of Items

,883

Source: Processed by Researchers (2024)

It can be concluded that the reliability test, conducted using the Cronbach's Alpha method

with the SPSS 25 Version for Windows software, is reliable if the value is more than or equal

to 0.6. The viral marketing variable (X1) has been deemed credible due to its achieved value

of 0.883, which is more than 0.6.

Table 3

Celebrity Endorser Variable Reliability Test (X2)

Reliability Statistics

Cronbach's Alpha

N of Items

,904

Based on the results of the reliability test using Cronbach's Alpha method through the

SPSS 25 Version for Windows software, it can be said to be reliable because the value is more

than> 0.6. The Celebrity Endorser variable (X2) is declared reliable because the value obtained

is> 0.6, namely 0.904.

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Table 4

Reliability Test of Purchasing Decision Variables (Y)

Reliability Statistics

Cronbach's Alpha

N of Items

,903

Source: SPSS 25

It can be concluded that the reliability test, conducted using the Cronbach's Alpha method

with the SPSS 25 Version for Windows program, is reliable if the value is more than or equal

to 0.6. The obtained value of 0.904, which is more than 0.6, indicates the reliability of the

Purchasing Decision Variable (Y).

Table 5

Variables

Cronbach’s Alpha

Description

Viral Marketing (X1)

0,883

Reliable

Celebrity Endorser (X2)

0,904

Reliable

Purchase Decision (Y)

0,903

Reliable

Source: Processed by Researchers (2024)

Classical Assumption Test Results

Normality Test

The normality test is used to ascertain whether the residual variables in a regression

model have a normal distribution (Ghozali, 2021: 196). Researchers employ the normality test

using normal probability plot graph analysis as a tool; the residual value is deemed normally

distributed if the data points follow or near the diagonal line.

Figure 4

Source: SPSS 25

Multicollinearity Test

This Multicollinearity Test, according to Santoso (2019: 195), is a test to see if the

regression model discovered a link between independent variables. It is known as a

multicollinearity (multico) problem if there is a correlation. The tolerance value and variance

inflation factor (VIF) can be used to determine whether multicollinearity exists in the

regression model. If the VIF is less than 10 and the tolerance is greater than 0.1,

multicollinearity is not present. In the meanwhile, multicollinearity symptoms can be identified

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if the tolerance is greater than 0.1 and the VIF is greater than 10.

Table 6

Variables

VIF

Description

Viral Marketing (X1)

2,084

Not happening

Celebrity Endorser (X2)

2,084

Not happening

Source: Processed by Researchers (2024)

Based on the VIF results above, between the Viral Marketing (X1) and Celebrity

Endorser (X2) variables, it can be said that there is no multicollinearity.

Heteroscedasticity Test with Glejser Method

The purpose of the heteroscedasticity test is to determine if heteroscedasticity still occurs

in the regression model and whether there is an inequality of variance and residuals between

observations (Ghozali, 2021: 178). The regression model does not include heteroscedasticity if

the significance value is larger than 0.05 or if the computed t value is smaller than the t table.

Table 7

Variable

Sig.

Description

Viral Marketing (X1)

0,031

happens

Celebrity Endorser (X2)

0,449

Not happening

Source: Processed by Researchers (2024)

Based on the output above, the sig value of the Celebrity Endorser variable (X2) has a

residual absolute value of 0.449> 0.05, so it can be said that heteroscedasticity does not occur.

Multiple Linear Regression Test

Multiple linear regression analysis, according to Sugiyono (2019), is a technique used

when there are more than one variable. It predicts how the dependent variable will vary in

response to changes in the independent variable.

Y = 9.891 + 0,546X1 + 0,493X2

T-test

The purpose of the T-test is to determine if each independent variable has a significant

impact on the dependent variable. This can be determined by comparing the results: if t count

> t table, the result is partially accepted (significant); if t count < t table, the result is partially

rejected (not significant).

Table 8

Variabel

t hitung

t tabel

Sig

Description

Viral Marketing (X1)

6,596

0,1166

0,00

Significant

Celebrity Endorser (X2)

5,996

Source: Processed by Researchers (2024)

Based on the table above, the value of T count> T table is obtained, namely for the Viral

Marketing variable (X1) 6.592> 0.1166 with a sig value of 0.00 <0.05 and the Celebrity

Endorser Variable (X2) 5.996> 0.1166 with a sig value of 0.00 <0.5. So it is concluded that

Viral Marketing and Celebrity endorsers are positive and significant to buying interest.

Viral Marketing's Impact on Consumer Decisions

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Given that the number of viral marketing affects on purchase decisions is significant

(0.00 <0.05 with t count 6.592> t table 0.1166), it may be concluded that H1 is accepted,

indicating that viral marketing influences purchases.

These results are because something X NCT Dream skincare is booming among K-Pop

fans, so viral marketing can influence the decision to purchase something X NCT Dream

skincare at TikTok Shop. These results are the same as the research of Istiqlaliyatul Kholiq &

Dewi Komala Sari (2021) that viral marketing variables have a significant influence on

purchasing decision variables.

The Influence of Celebrity Endorsers on Purchasing Decisions

Based on the tested results, which indicate a 0.00 <0.05 significant effect of the celebrity

endorser variable number on purchasing decisions with a t value of 5.996>0.1166, it can be

said that H2 is accepted in the sense that celebrity endorsers have an influence on purchasing

decisions.

This can be because the something skincare brand is already in demand and popular

among teenagers and even adults, with the popularity of K-Pop groups, something appointed

NCT Dream as a celebrity who endorses its skincare products to make it more famous and

known to all circles, and in fact that the celebrity endorser appointed by something has a big

influence on purchasing decisions at TikTok Shop. The same results from Sukma's research

(2016) that purchasing decisions are positively and significantly influenced by celebrity

endorsers.

F test

The F statistical test indicates if all independent factors or independent variables included

in the model have a combined impact on the dependent variable or dependent variable,

according to (Ghozali, 2021: 98). The hypothesis (H1) is accepted and it is declared that all

independent variables together have a significant impact on the dependent variable if the

significance is more than 0.5 and the computed F value is larger than 3.89.

Table 9

Variabel

f hitung

f tabel

Sig

Description

Viral Marketing (X1)

142,160

3,89

0,00

Significant

Celebrity Endorser (X2)

Source: Processed by Researchers (2024)

According to the preceding table, the p-value (sig) <0.05, or 0, and the F value> F table

are 142.160> 3.89. Thus, it can be said that the factors of viral marketing and celebrity

endorsers together have a favorable and noteworthy impact on buying decisions.

The Effect of Viral Marketing and Celebrity Endorsers on Purchasing Decisions

Based on the F test computation findings, which indicate that the p-value (sig) <0.05, or

0, and the significance value obtained is F count> F table, or 142.160> 3.89, it can be inferred

that, generally, H3 is accepted, indicating that all X factors concurrently impact purchase

decisions.

Coefficient of Determination (R2)

According to (Ghozali, 2018: 97) The Coefficient of Determination (𝑅2) aims to test how

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much influence the independent variable has on the dependent variable. After making

observations, it is then divided into several sub-groups, performing regression in investigating

the relationship between predictor variables (X) and criterion variables (Y) for each sub-group

Ghozali (Fadhilah, 2020).

Table 10

Model Summary

Model

R Square

Adjusted R

Square

Std. Error of

the Estimate

.769

.591

.587

4.597

a. Predictors: (Constant), Celebrity_Endorser_X2,

Viral_Marketing_X1

Source: Processed by Researchers (2024)

Based on the table above, the Adjuted R Square (R2) number is 0.587, this lift shows that

the influence of viral marketing and celebrity endorsers simultaneously on purchasing

decisions is 58.7%, while the remaining 41.3% is influenced by other factors outside the study.

CONCLUSION

This study used a sample of 200 respondents who purchased Something X NCT Dream

Skincare and are also Tiktokshop application users. Based on the results of research and

discussion in the previous chapter regarding the influence of Viral Marketing and Celebrity

Endorser on purchasing decisions for Something X NCT Dram Skincare at Tiktokshop, the

following conclusions can be obtained:

a. There is a relationship between Viral Marketing Variables and (X1) Purchasing Decision

Variables (Y). Obtained through the Multiple Linear Regression Test with the acquisition

of Y = 9.891 + 0.546X1 + 0.493X2 These results prove the relationship between Variable

X1 and Variable Y.

b. The Celebrity Endorser variable (X2) through the T-test has a positive and significant effect

on purchasing decisions (Y) Something X NCT Dream Skincare at Tiktokshop. This means

that Celebrity Endorser plays a very important role in making purchasing decisions (Y)

Something X NCT Dream at Tiktokshop with a T-test result value of 5.996.

c. Based on the test results, the Viral Marketing (X1) and Celebrity Endorser (X2) variables

simultaneously have a positive and significant effect on purchasing decisions (Y) Skincare

Something X NCT Dream at Tiktokshop with an F test value of 142,160 and an influence

contribution of 58.7%.

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