Page 87 - MARSIUM'21 COMP OF PAPER

64 Afifah (2021)
1 This reserach can add insight to the author to think systematically and critically in dealing with
problems that occur,especially in the impact of celebrity endorsement through brand image on
purchasing DR Beaute by dr. Azrida skin products among Indonesian youth females.
2 This research can add knowledge about the impact of celebrity endorsement and brand image on
purchasing decisions to buy DR Beaute by dr, Azrida skin products.
3 To apply various theories that have been obtained during college at Azman Hashim International
Business School,Universiti Teknologi Malaysia.
4 The result of the study can be used as a reference material for the development of further research.
5 The result can be used as a library material to increase knowledge for those who need it in the future.

1.4.2 PRACTICAL

1. For DR Beaute by dr. Azrida
The results of this research are expected to be taken into consideration improvement brand image
and celebrity endorsements that are used in accordance with purchase decisions.
2. The information contained in this study is expected to be useful in building a marketing strategy
in DR Beaute by dr. Azrida clinics to affects consumer purchase decision.

1.5 SCOPE OF STUDY

To support this research, literature from several sources such as DR Beaute by dr. Azrida skin product
users, buyers, and other stakeholders in the research and factors that influence purchasing decisions are considered
as the framework of this research. The target of this research is limited to youth women in Indonesia with the aim
that the selected location can represent several customer characteristics. Although, using Dr Beaute by dr, Azrida
skin products is in accordance with the needs of individual customers so this research may be one of the limitations
of this research in general.
In contrast, the study adopts a grounded-theory approach, the goal of grounded theory is to produce
information that is faithful to everyday reality and is useful for practitioners.

2.0 LITERATURE REVIEW

2.1 DEFINITION OF MARKETING

The activity that occurs within a company must be related to marketing activities, meaning that the purpose
of marketing is more than just dealing with the customer but also includes building customer value and satisfaction
as the heart of modern marketing thinking and practice to gain profit for the company. The core of marketing
according to Kotler and Keller (2016:27) is identifying and meeting human and social needs.
The definition of marketing according to Kotler and Armstrong (2012) is a process of working with the
target market to realize the potential exchanges with the intention of satisfying human needs and wants,building
profitable relationships and understanding customers needs,providing superior value, setting price,distributing,and
promoting them effectively.

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