Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude
Abstract views: 528
,
pdf downloads: 551
Abstract
This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A total of 314 who knew Make Over Cosmetics and celebrity endorser Tasya Farasya were sampled to be tested by distributing online questionnaires with hypothesis testing using WarpPLS. The result, celebrity endorser has a significant impact on purchase intention, celebrity endorser has a significant impact on brand credibility, brand credibility has a significant impact on brand attitude, brand credibility has a significant impact on purchase intention, brand attitude has a significant impact on purchase intention and brand credibility and brand attitude have succeeded in becoming mediating variable.
Downloads
References
K. Osei-Frimpong, G. Donkor, and N. Owusu-Frimpong, “The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective,” J. Mark. Theory Pract., vol. 27, no. 1, pp. 103–121, 2019, doi: 10.1080/10696679.2018.1534070.
A. Spry, R. Pappu, and T. B. Cornwell, Celebrity endorsement, brand credibility and brand equity, vol. 45, no. 6. 2011.
M. Alguacil, J. Núñez-Pomar, F. Calabuig, P. Escamilla-Fajardo, and I. Staskeviciute-Butiene, “Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service,” Heliyon, vol. 7, no. 6, 2021, doi: 10.1016/j.heliyon.2021.e07163.
S. W. Wang, G. H. Y. Kao, and W. Ngamsiriudom, “Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector,” J. Air Transp. Manag., vol. 60, pp. 10–17, 2017, doi: 10.1016/j.jairtraman.2016.12.007.
K. K. Gauns, S. K. B. Pillai, K. Kamat, R. F. Chen, and L.-C. Chang, “Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa,” IIM Kozhikode Soc. Manag. Rev., vol. 7, no. 1, pp. 45–58, 2018, doi: 10.1177/2277975217733897.
P. S. Wei and H. P. Lu, “An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior,” Comput. Human Behav., vol. 29, no. 1, pp. 193–201, 2013, doi: 10.1016/j.chb.2012.08.005.
N. Thamaraiselvan, B. S. Arasu, and J. D. Inbaraj, “Role of celebrity in cause related marketing,” Int. Rev. Public Nonprofit Mark., vol. 14, no. 3, pp. 341–357, 2017, doi: 10.1007/s12208-017-0176-0.
A. Ray, P. K. Bala, and N. P. Rana, “Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach,” J. Bus. Res., vol. 128, no. July 2020, pp. 391–404, 2021, doi: 10.1016/j.jbusres.2021.02.028.
N. Spears and S. N. Singh, “Measuring attitude toward the brand and purchase intentions,” J. Curr. Issues Res. Advert., vol. 26, no. 2, pp. 53–66, 2004, doi: 10.1080/10641734.2004.10505164.
J. Adji and H. Semuel, “Pengaruh Satisfaction dan Trust Terhadap Minat Pembelian di Starbucks The Square Surabaya,” J. Strateg. Pemasar., vol. 2, no. 1, pp. 1–10, 2014, [Online]. Available: http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1394.
M. R. Jalilvand and N. Samiei, “The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran,” Mark. Intell. Plan., vol. 30, no. 4, pp. 460–476, 2012, doi: 10.1108/02634501211231946.
Sugiyono, Metode Penelitian Pendidikan, Edisi 3. Kota Bandung: Alfabeta, 2019.
M. Hair, J., Hult, G., Ringle, C., & Sarstedt, “A Primier On Partial Least Squares Structural Equation Modeling (PLS-SEM),” SAGE Publ., 2014.
I. Ghozali and Latan, Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. Semarang: BP Undip, 2015.
A. E. Sertoglu, O. Catli, and S. Korkmaz, “Examining the Effect of Endorser Credibility on the Consumers ’ Buying Intentions : An Empirical Study in Turkey,” vol. 4, no. 1, pp. 66–77, 2014.
P. N. Chin, S. M. Isa, and Y. Alodin, “The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility,” J. Mark. Commun., vol. 26, no. 8, pp. 896–912, 2020, doi: 10.1080/13527266.2019.1604561.
R. P. Singh and N. Banerjee, “Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention,” Glob. Bus. Rev., vol. 19, no. 6, pp. 1622–1639, 2018, doi: 10.1177/0972150918794974.
Copyright (c) 2022 Dea Damayanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
