Celebrity Endorser Terhadap Keputusan Pembelian Produk Somethinc melalui Brand Image pada Marketplace Shopee (Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

Nova Cahya Wahdania, Yustina Chrismardani

Abstract


This research discusses problems with Somehinc products. The purpose of this research is to explain the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products, to explain the influence of Celebrity Endorsers on the Brand Image of Somethinc Products, to explain the influence of Brand Image on Purchase Decisions for Somethinc Products, to determine the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products through Brand Image Somethinc Products. This research uses a quantitative approach using the path analysis method, with a total of 123 respondents. The results of this research are (1) Celebrity Endorser has a significant influence on purchasing decisions (2) Celebrity Endorser has a significant influence on Brand Image (3) Brand Image has a significant influence on Purchase Decisions (4) Celebrity Endorsers have a significant influence on purchasing decisions through Brand Image.


Full Text:

PDF

References


Andriani, N., Jannah, M., Andrianingsih, V. (2022). Key determinants of intention to visit halal tourism in Madura. al-Uqud: Journal of Islamic Economics, , 6(2), 220–231. https://doi.org/10.26740/aluqud.v6n2.p220-231

Adiba, S. T., Suroso, A., & Afif, N. C. (2020). The effect of celebrity endorsement on Brand Image in determining purchase intention. Journal of Accounting, Business and Management (JABM), 27(2), 60-73.

Alatas, S. L., & Tabrani, M. (2018). Pengaruh Celebrity Endorser terhadap purchase intention melalui brand credibility. Jurnal Manajemen Inovasi, 9(1).

Alessandro, L. C., Japarianto, E., & Kunto, Y. S. (2023). PERAN MEDIASI BRAND IMAGE PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PRODUK SKIN CARE NATURE REPUBLIC. Jurnal Manajemen Pemasaran, 17(1), 24-30.

Damayanti, D., & Wahyudi, H. D. (2022). Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. Jurnal Nusantara Aplikasi Manajemen Bisnis, 7(2), 285-296.

Dei, T., Ayu, G., & Sukaatmadja, I. P. G. (2015). Peran Brand Image Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Purchase Intention (Studi Pada Produk Kosmetik Etude House di Kota Denpasar) (Doctoral dissertation, Udayana University).

Dwivedi, A., McDonald, R. E., & Johnson, L. W. (2014). The impact of a Celebrity Endorser’s credibility on consumer self-brand connection and brand evaluation. Journal of Brand Management, 21, 559-578.

Efendi, A., & Chrismardani, Y. (2021). Pengaruh E-Wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja produk fashion secara online di Shopee (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM), 1(4).

Febryono, D., & Cempena, I. B. (2016). Pengaruh Selebriti Pendukung Iklan Melalui Daya Tarik Dan Kredibilitas Terhadap Citra Merek Nutrisari Oleh Mahasiswa Universitas 17 Agustus 1945 (UNTAG) Surabaya. Jurnal Ilmu Ekonomi Manajemen, 1(1).

Gohae, M. (2021). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Pada UD. Anisa Kecamatan Telukdalam Kabupaten Nias Selatan. Jurnal Ilmiah Mahasiswa Nias Selatan, 4(2).

Ghozali, (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). badan Penerbit Universitas Diponegoro.

Jannah, M., Nugroho, S. S., & Gitosudarmo, I. (2019). Peran Keterlibatan Produk Dalam Memoderasi Hubungan Antara Kualitas Layanan Daring Terhadap Kepuasan Daring. Buletin Studi Ekonomi, 24(2), 288–303.

Jannah, M. (2021). ZMOT marketing strategy during the Covid-19 pandemic. In Contemporary Research on Business and Management (pp. 166-169). CRC Press.

Kurniawan, F. J. (2014). Analisa pengaruh visibility, credibility, attraction, dan power Celebrity Endorser terhadap Brand Image bedak marcks venus. Jurnal strategi pemasaran, 2(1), 1-8.

Kusuma, E. G., & Nugroho, A. A. (2021). ANALISIS PENGARUH SOURCE CREDIBILITY DAN ENDORSER NATIONALITY TERHADAP MINAT BELI PRODUK MAYBELLINE. TRANSAKSI, 13(2), 32-52.

Kussudyarsana, K. (2006). Fenomena Selebritas Sebagai Model Iklan Dari Sudut Pandang Sumber Pesan. Benefit: Jurnal Manajemen dan Bisnis, 8(2), 151-159.

Kartajaya, H. (2010). Brand Operation.Jakarta: Esensi Erlangga.

Kotler dan Amstrong. (2016). Marketing Management, 15th ed.Lllonis: Pearso. Pearson Education, Inc

Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran, Edisi ketigabelas Jilid 1. Penerbit Erlangga

Mada, Y. P. (2021). Pengaruh Social Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Melalui Brand Image Lazada (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM), 1(3).

Mishra, A. S., Roy, S., & Bailey, A. A. (2015). Exploring brand personality–Celebrity Endorser personality congruence in celebrity endorsements in the Indian context. Psychology & Marketing, 32(12), 1158-1174.

McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of retailing and consumer services, 32, 39-45.

Nadhiroh, A. (2020). Pengaruh Electronic Word of Mouth, Credibility Celebrity Endorser, dan Visibility Celebrity Endorser Dewi Sandra terhadap Brand Image Wardah Cosmetics (Studi Kasus Mahasiswi Fakultas Ekonomi dan Bisnis Universitas YARSI). Jurnal Pundi, 3(3), 259-270.

Naghash, A., Dolatabadi, H. R., & Aghdaie, S. F. A. (2022). The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity. Iranian Journal of Management Studies, 15(4).

Nurcahyo, S. A., & Ali, A. (2023). MODEL PENINGKATAN PURCHASE INTENTION BERBASIS CREDIBILITY ENDORSER, EWOM, DAN PRODUCT QUALITY MELALUI BRAND IMAGE. Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi, 3(1), 32-45.

Nyamakanga, N. F., Viljoen, K., & Ford, M. (2019). Local and international Celebrity Endorsers’ credibility and consumer purchase intentions. Acta Commercii, 19(1), 1-9.

Puspitasari, N. B., WP, S. N., Amyhorsea, D. N., & Susanty, A. (2018). Consumer’s buying decision-making process in E-commerce. In E3S Web of Conferences (Vol. 31, p. 11003). EDP Sciences.

Prakoso, T. H. S., & Nathasya, V. (2022). THE EFFECTS OF CELEBRITY ENDORSEMENT, CELEBRITY ATTRIBUTES, BRAND IMAGE AND E-WOM ON PURCHASE DECISIONS THROUGH INSTAGRAM. MANAJEMEN DEWANTARA, 6(3), 259-267.

Priansa D. J, (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia Bandung.

Rayining, S. P., & Agung, Y. (2019). The influence of celebrity endorsement on purchase intention of Wardah lipstick products through Brand Image and brand credibility. Russian Journal of Agricultural and Socio-Economic Sciences, 90(6), 302-308.

Roshan, P. A. A., & Sudiksa, I. B. (2019). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention (Doctoral dissertation, Udayana University).

Sab’ah, S. F., Hurriyati, R., & Monoarfa, H. (2022, July). The Effect of Endorser’s Credibility and Advertising Creativity on Attitude towards Brands through Advertising Effectiveness. In 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021) (pp. 163-169). Atlantis Press.

Santoso, C., & Immanuel, D. M. (2021). PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA IKLAN PRODUK MAKANAN. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 6(6), 494-504.

Sarastuti, D. (2017). Strategi komunikasi pemasaran online produk busana muslim queenova. Visi Komunikasi, 16(01), 71-90.

Subagio, D. P. W., & Rachmawati, D. L. (2020). Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel). Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel), 8(1), 1-11.

Sudaryanto, S., Hanim, A., Pansiri, J., & Umama, T. L. (2021). Impact of culture, Brand Image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130.

Sugiyono, (2017). Metode Penelitian Kuantitatif. Alfabeta.

Suriyadi, F. I. (2021). PENGARUH PERCEIVED INFORMATION QUALITY, DAN ENDORSER CREDIBILITY TERHADAP PURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING; PRODUK SCARLETT WHITENING. Jurnal Strategi Pemasaran, 8(2), 15.

Susilawati, A. D., Prasetyo, F. I., Budiyanto, M. A., Prihadi, D., & Purwanto, P. A. (2022, December). The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products. In International Conference on Global Innovation and Trends in Economics and Business (ICOBIS 2022) (pp. 67-73). Atlantis Press.

Schiffman, K. 2011. Perilaku Konsumen .Edisi Kedua. Jakarta: PT. Indeks Gramedia

Shezi, N. (2022). Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands. MARKET/TRŽIŠTE, 34(1), 41-57.

Shimp, T. A. 2010. Integrated Marketing Communication in Advertising and Promotion. South-Western: Cengage Learning.

Syarifuddin, U., Ilyas, G. B., Misbahuddin, M., Mustafa, H., & Sani, A. (2022). Strategi Pengembangan Usaha Kerajinan Anyaman Rotan dan Bambu melalui Pemasaran Online di Kecamatan Ma’rang Kabupaten Pangkep. Bata Ilyas Educational Management Review, 2(2), 1-24.

Takaya, R. (2018). Effect of endorser credibility, brand credibility, self-brand connection on brand equity. Business and Entrepreneurial Review, 18(2), 115-132.

Tanjung, S., & Hudrasyah, H. (2016). The impact of celebrity and non-Celebrity Endorser credibility in the advertisement on attitude towards advertisement, attitude towards brand, and purchase intention. In International Conference on Ethics of Business, Economics, and Social Science (pp. 231-245).

Untono, S. (2016). Pengaruh kredibilitas Celebrity Endorser jkt48 terhadap purchase intention dengan brand awareness sebagai variabel mediasi pada sepeda motor honda beat di Kota Malang. Parsimonia-Jurnal Ekonomi dan Bisnis, 2(3), 101-111.

Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.

Wijaya, S. N. C. (2020). Pengaruh celebrity endorsement terhadap keputusan pembelian melalui Brand Image pada produk sportswear merek Under Armour. Agora, 8(2).

Wijaya, F. A., & Sugiharto, S. (2015). Pengaruh celebrity endorsementterhadap purchase intention denganBrand Image sebagai variabel intervening (studi kasus iklan produk perawatan kecantikan pond’s). Jurnal Manajemen Pemasaran, 9(1), 16-22.

Wijaya, V., & Keni, K. (2022). PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION, MEDIASI BRAND TRUST DAN BRAND ATTITUDE PADA PRODUK SKINCARE. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287.

Wildan, M. A. (2020). Employee’s productivity at the operation of indonesian railway. The Indonesian Accounting Review, 10(1), 47-50.




DOI: https://doi.org/10.21107/jkim.v4i1.24895

Refbacks

  • There are currently no refbacks.