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Abstract
This study aims to examine the effect of beauty influencer trust on brand credibility, advertising credibility, corporate credibility, and purchase intention for local skincare products. The type of sampling used is purposive sampling with a total of 243 respondents in Indonesia. The analytical method used is the Structural Equation Modeling (SEM) using AMOS (Analysis of Moment Structure) 24 software. This study finds that beauty influencer trust has a positive and significant effect on brand credibility and advertising credibility, while beauty influencer trust has an effect but not significant on corporate credibility. Advertising credibility has a positive and significant effect on brand credibility and corporate credibility. Brand credibility has a positive and significant effect on corporate credibility. Corporate credibility has a positive and significant effect on purchase intention for local skincare products.
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References
- Awobamise, A. O., & Jarrar, Y. (2018) 'Celebrity Endorsement and Its Impact on Consumer Perception: a Study of Globacom Nigeria Limited', The Online Journal of Communication and Media Technologies, 4(2), pp. 1–13. www.tojcam.net
- Choi, S. M., & Rifon, N. J. (2002) 'Antecedents and Consequences of Web Advertising Credibility', Journal of Interactive Advertising, 3(1), pp. 12–24. https://doi.org/10.1080/15252019.2002.10722064
- Deshbhag, R. R., & Mohan, B. C. (2020) 'Study on influential role of celebrity credibility on consumer risk perceptions', Journal of Indian Business Research, 12(1), pp. 79–92. https://doi.org/10.1108/JIBR-09-2019-0264
- Dodds, W. B., Monroe, K. B., Grewal, D., Dodds, B., & Monroe, B. (1991) 'Effect of Price, Brand, and Store Information Buyers’ Evaluations', Journal of Marketing Research, 28(3), pp. 307–319.
- Dwivedi, A., & Johnson, L. W. (2013) 'Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context', Australasian Marketing Journal, 21(1), pp. 36–42. https://doi.org/10.1016/j.ausmj.2012.10.001
- Erdem, T., & Swait, J. (2004) 'Brand credibility, brand consideration, and choice', Journal of Consumer Research, 31(1), pp. 191–198. https://doi.org/10.1086/383434
- Ghozali, I. (2017) 'Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM Edisi 7', Semarang: Universitas Diponegoro.
- Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017)' A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)' - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
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- Jahanzeb, S., Fatima, T., & Butt, M. M. (2013) 'How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility', International Journal of Bank Marketing, 31(2), pp. 126–141. https://doi.org/10.1108/02652321311298735
- Jin, S. V., & Muqaddam, A. (2019) 'Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?', Journal of Brand Management, 26(5), pp. 522–537. https://doi.org/10.1057/s41262-019-00151-z
- Kim, S. S., Lee, J., & Prideaux, B. (2014) 'Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty', International Journal of Hospitality Management, 37, pp. 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
- Li, Y., Wang, X., & Yang, Z. (2011) 'The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention: Evidence from China’s auto industry', Journal of Global Marketing, 24(1), pp. 58–68. https://doi.org/10.1080/08911762.2011.545720
- Lin, L. Y., & Ching Yuh, C. Y. (2010) 'The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth', Tourism Review, 65(3), pp. 16–34. https://doi.org/10.1108/16605371011083503
- MacKenzie, S. B., & Lutz, R. J. (1989) 'An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context', Journal of Marketing, 53(2), pp. 48-65. https://doi.org/10.2307/1251413
- Ohanian, R. (1990) 'Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness', Journal of Advertising, 19(3), pp. 39–52. https://doi.org/10.1080/00913367.1990.10673191
- Prendergast, G., Liu, P. yan, & Poon, D. T. Y. (2009) 'A Hong Kong study of advertising credibility', Journal of Consumer Marketing, 26(5), pp. 320–329. https://doi.org/10.1108/07363760910976574
- Purwianti, L., & Ricarto, T. (2018) 'Analisa Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone Di Batam'. Jurnal Manajemen Maranatha, 18(1), pp. 41–56. https://doi.org/10.28932/jmm.v18i1.1095
- Savolainen, R. (2015) 'The interplay of affective and cognitive factors in information seeking and use: Comparing Kuhlthau’s and Nahl’s models', Journal of Documentation, 71(1), pp. 175–197. https://doi.org/10.1108/JD-10-2013-0134
- Suki, N. M. (2014) 'Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?', Journal of Islamic Marketing, 5(2), pp. 227–240. https://doi.org/10.1108/JIMA-04-2013-0024
- Umeogu, B. (2012) 'Source Credibility: A Philosophical Analysis', Open Journal of Philosophy, 02(02), pp. 112–115. https://doi.org/10.4236/ojpp.2012.22017
- Wang, X., & Yang, Z. (2011) 'The impact of brand credibility and brand personality on purchase intention: An empirical study in China', Advances in International Marketing, 21. pp. 137-153. https://doi.org/10.1108/S1474-7979(2011)0000021009
- Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020) 'Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media', Australasian Marketing Journal, 28(4), pp. 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
References
Awobamise, A. O., & Jarrar, Y. (2018) 'Celebrity Endorsement and Its Impact on Consumer Perception: a Study of Globacom Nigeria Limited', The Online Journal of Communication and Media Technologies, 4(2), pp. 1–13. www.tojcam.net
Choi, S. M., & Rifon, N. J. (2002) 'Antecedents and Consequences of Web Advertising Credibility', Journal of Interactive Advertising, 3(1), pp. 12–24. https://doi.org/10.1080/15252019.2002.10722064
Deshbhag, R. R., & Mohan, B. C. (2020) 'Study on influential role of celebrity credibility on consumer risk perceptions', Journal of Indian Business Research, 12(1), pp. 79–92. https://doi.org/10.1108/JIBR-09-2019-0264
Dodds, W. B., Monroe, K. B., Grewal, D., Dodds, B., & Monroe, B. (1991) 'Effect of Price, Brand, and Store Information Buyers’ Evaluations', Journal of Marketing Research, 28(3), pp. 307–319.
Dwivedi, A., & Johnson, L. W. (2013) 'Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context', Australasian Marketing Journal, 21(1), pp. 36–42. https://doi.org/10.1016/j.ausmj.2012.10.001
Erdem, T., & Swait, J. (2004) 'Brand credibility, brand consideration, and choice', Journal of Consumer Research, 31(1), pp. 191–198. https://doi.org/10.1086/383434
Ghozali, I. (2017) 'Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM Edisi 7', Semarang: Universitas Diponegoro.
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017)' A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)' - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Dennis, C. (2020) 'Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility', Journal of Business Research, 109(April 2018), pp. 472–488. https://doi.org/10.1016/j.jbusres.2019.11.079
Jahanzeb, S., Fatima, T., & Butt, M. M. (2013) 'How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility', International Journal of Bank Marketing, 31(2), pp. 126–141. https://doi.org/10.1108/02652321311298735
Jin, S. V., & Muqaddam, A. (2019) 'Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?', Journal of Brand Management, 26(5), pp. 522–537. https://doi.org/10.1057/s41262-019-00151-z
Kim, S. S., Lee, J., & Prideaux, B. (2014) 'Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty', International Journal of Hospitality Management, 37, pp. 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
Li, Y., Wang, X., & Yang, Z. (2011) 'The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention: Evidence from China’s auto industry', Journal of Global Marketing, 24(1), pp. 58–68. https://doi.org/10.1080/08911762.2011.545720
Lin, L. Y., & Ching Yuh, C. Y. (2010) 'The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth', Tourism Review, 65(3), pp. 16–34. https://doi.org/10.1108/16605371011083503
MacKenzie, S. B., & Lutz, R. J. (1989) 'An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context', Journal of Marketing, 53(2), pp. 48-65. https://doi.org/10.2307/1251413
Ohanian, R. (1990) 'Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness', Journal of Advertising, 19(3), pp. 39–52. https://doi.org/10.1080/00913367.1990.10673191
Prendergast, G., Liu, P. yan, & Poon, D. T. Y. (2009) 'A Hong Kong study of advertising credibility', Journal of Consumer Marketing, 26(5), pp. 320–329. https://doi.org/10.1108/07363760910976574
Purwianti, L., & Ricarto, T. (2018) 'Analisa Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone Di Batam'. Jurnal Manajemen Maranatha, 18(1), pp. 41–56. https://doi.org/10.28932/jmm.v18i1.1095
Savolainen, R. (2015) 'The interplay of affective and cognitive factors in information seeking and use: Comparing Kuhlthau’s and Nahl’s models', Journal of Documentation, 71(1), pp. 175–197. https://doi.org/10.1108/JD-10-2013-0134
Suki, N. M. (2014) 'Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?', Journal of Islamic Marketing, 5(2), pp. 227–240. https://doi.org/10.1108/JIMA-04-2013-0024
Umeogu, B. (2012) 'Source Credibility: A Philosophical Analysis', Open Journal of Philosophy, 02(02), pp. 112–115. https://doi.org/10.4236/ojpp.2012.22017
Wang, X., & Yang, Z. (2011) 'The impact of brand credibility and brand personality on purchase intention: An empirical study in China', Advances in International Marketing, 21. pp. 137-153. https://doi.org/10.1108/S1474-7979(2011)0000021009
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020) 'Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media', Australasian Marketing Journal, 28(4), pp. 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002