Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator

Karina Nur Jannah; Pepey Riawati Kurnia; Rike Penta Sitio

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25 October 2022

Accepted

6 June 2023

Published

6 June 2023

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Abstract

Penelitian ini ditujukan untuk mengetahui hubungan pengaruh celebrity endorsement terhadap purchase intention konsumen produk kecantikan melalui mediasi brand image dan brand attitude yang diukur dengan 15 indikator. Penelitian ini menggunakan metode kuantitatif dengan pengambilan sampel menggunakan cara non-probability sampling. Adapun teknik non-probability sampling yang dipilih dalam penelitian ini adalah purposive sampling. Penelitian ini menggunakan 100 responden wanita konsumen produk kecantikan. Hasil pengujian terdapat dua hipotesis yang ditolak yakni H2 yang menunjukkan hasil brand image tidak berpengaruh signifikan dan positif terhadap purchase intention dan H5 yang menunjukkan hasil brand image tidak berpengaruh signifikan dan positif dalam memediasi celebrity endorsement terhadap purchase intention. Sedangkan, H1, H3, H4, H6, dan H7 diterima dalam penelitian ini.

Keywords

celebrity endorsement brand image brand attitude purchase intention

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How to Cite

Jannah, K. N., Kurnia, P. R., & Sitio, R. P. (2023). Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(2), 161–180. Retrieved from https://journal.uii.ac.id/selma/article/view/25854

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References

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References

Abbas, A. et al. (2018) “The Effect of Celebrity Endorsement on Customer Purchase Intention: A Comparative Study,” Current Economics and Management Research, 4(1), hal. 1–10. Tersedia pada: https://www.researchgate.net/publication/322987493.

Abirami, U. dan Krishnan, J. (2017) “Attitude towards celebrity endorsement - a case study of adolescent students using personal care products,” International Journal of Business Excellence, 14(1), hal. 1–17. Tersedia pada: https://doi.org/10.1504/IJBEX.2018.088311.

Alawadhi, R. dan Örs, M. (2020) “Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image,” İşletme Araştırmaları Dergisi, 12(1), hal. 454–468. Tersedia pada: https://www.ceeol.com/search/article-detail?id=887458.

Arslan, M. dan Zaman, R. (2014) “Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan,” Research on Humanities and Social Sciences, 4(22), hal. 98–105. Tersedia pada: https://www.iiste.org/Journals/index.php/RHSS/article/view/16813.

Bosnjak, M., Galesic, M. dan Tuten, T. (2007) “Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach,” Journal of Business Research, 60(6), hal. 597–605. Tersedia pada: https://doi.org/10.1016/j.jbusres.2006.06.008.

Chi, H.K., Yeh, H.R. dan Huang, M.W. (2009) “The Influences of Advertising Endorser Brand Image Brand Equity Price Promotion on Purchase Intention The Mediating Effect of Advertising Endorser,” The Journal of Global Business Management, 5(1), hal. 224–233. Tersedia pada: http://nhuir.nhu.edu.tw/bitstream/987654321/27156/1/The+Influences+of+Advertising.pdf.

Cholifah, N., Suharyono dan Hidayat, K. (2016) “PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang),” Jurnal Administrasi Bisnis (JAB), 36(1), hal. 170–177. Tersedia pada: http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1414.

Chusnah dan Zaenuri, A. (2020) “Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Luwak White Koffie (Studi Warung Nasi Pemalang, Jakarta Timur),” KINERJA Jurnal Ekonomi dan Bisnis, 2(2), hal. 77–92. Tersedia pada: https://doi.org/10.34005/kinerja.v3i01.936.

Dean, D.H. dan Biswas, A. (2001) “Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services,” Journal of Advertising, 30(4), hal. 41–57. Tersedia pada: https://doi.org/10.1080/00913367.2001.10673650.

Dei, G.A.T. dan 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),” E-Jurnal Manajemen Unud, 4(5), hal. 1206–1228. Tersedia pada: https://ojs.unud.ac.id/index.php/Manajemen/article/view/11603.

Dodds, W.B., Monroe, K.B. dan Grewal, D. (1991) “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), hal. 307–319. Tersedia pada: https://doi.org/10.2307/3172866.

Eisend, M. dan Langner, T. (2010) “Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise,” International Journal of Advertising, 29(4), hal. 527–546. Tersedia pada: https://doi.org/10.2501/S0265048710201336.

Febriyanti, R.S. dan Wahyuati, A. (2016) “Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Melalui Minat Beli,” Jurnal Ilmu dan Riset Manajemen, 5(5), hal. 1–18. Tersedia pada: http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/672.

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Gupta, R., Kishore, N. dan Verma, D. (2015) “IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ PURCHASE INTENTION: A Study of Indian Consumers,” Australian Journal of Business and Management Research, 5(3), hal. 1–15.

Ha, N.M. dan Lam, N.H. (2017) “The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention,” International Journal of Economics and Finance, 9(1), hal. 64–77. Tersedia pada: https://doi.org/10.5539/ijef.v9n1p64.

Haryantana, I.G.H. dan Ekawati, N.W. (2015) “Pengaruh Celebrity Endorser, Brand Image Dan Persepsi Kualitas Terhadap Niat Beli Sepeda Motor Honda Scoopy Di Kota Denpasar,” E-Jurnal Manajemen Unud, 4(9), hal. 2806–2830. Tersedia pada: https://ojs.unud.ac.id/index.php/Manajemen/article/view/14152.

Henseler, J., Hubona, G. dan Ray, P.A. (2016) “Using PLS path modeling in new technology research: Updated guidelines,” Industrial Management and Data Systems, 116(1), hal. 2–20. Tersedia pada: https://doi.org/10.1108/IMDS-09-2015-0382.

Herjanto, H. et al. (2020) “The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia,” Organizations and Markets in Emerging Economies, 11(21), hal. 203–221. Tersedia pada: https://www.ceeol.com/search/article-detail?id=870422.

Hwang, J., Yoon, Y.-S. dan Park, N.-H. (2011) “Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants,” International Journal of Hospitality Management, 30(4), hal. 897–907. Tersedia pada: https://doi.org/10.1016/j.ijhm.2011.01.011.

Jaffari, S.I.A. dan Hunjra, A.I. (2017) “Mediating Impact of Celebrity Endorsement in Relationship of Celebrity Characteristics and Consumers Purchase Intention,” Abasyn Journal of Social Sciences, 10(2), hal. 329–344. Tersedia pada: https://ssrn.com/abstract=3229730.

Kotler, P. dan Armstrong, G. (2014) Principles of Marketing. 15 ed. Essex: Pearson Education Limited.

Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.

Kudeshia, C. dan Kumar, A. (2017) “Social eWOM: does it affect the brand attitude and purchase intention of brands?,” Management Research Review, 40(3), hal. 310–330. Tersedia pada: https://doi.org/10.1108/MRR-07-2015-0161.

Liébana-Cabanillas, F. et al. (2020) “Assessment of mobile technology use in the emerging market: Analyzing intention to use m-payment services in India,” Telecommunications Policy, 44(9), hal. 102009. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.telpol.2020.102009.

Miller, G.R. dan Baseheart, J. (1969) “Source trustworthiness, opinionated statements, and response to persuasive communication,” Speech Monographs, 36(1), hal. 1–7. Tersedia pada: https://doi.org/10.1080/03637756909375602.

Mitchell, A.A. dan Olson, J.C. (1981) “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?,” Journal of Marketing Research, 18(3), hal. 318–332. Tersedia pada: https://doi.org/10.1177/002224378101800306.

Mothersbaugh, D.L. dan Hawkins, D.I. (2015) Consumer Behavior: Building Marketing Strategy. 13 ed. New York: McGraw-Hill Education.

Parmar, B.K.J. dan Patel, R.P. (2015) “Fame versus no name: Gauging the impact of celebrities and non-celebrities endorsement on purchase,” African Journal of Business Management, 9(4), hal. 127–133. Tersedia pada: https://doi.org/10.5897/ajbm2014.7589.

Priyatno, D. (2012) Belajar Cepat Olah Data Statistik dengan SPSS. 1 ed. Yogyakarta: Andi Offset.

Priyono, D.E. (2015) Pengaruh Celebrity Endorsement, Kepercayaan dan Citra Merek terhadap Niat Beli Kosmetik Maybelline di Surabaya. STIE Perbanas Surabaya. Tersedia pada: https://eprints.perbanas.ac.id/761/.

Putra, I.K.T.D. dan Sulistyawati, E. (2015) “Peran Brand Image dalam Memediasi Pengaruh Celebrity Endorser terhadap Niat Beli,” E-Jurnal Manajemen Unud, 4(6), hal. 1722–1734. Tersedia pada: https://media.neliti.com/media/publications/255133-peran-brand-image-dalam-memediasi-pengar-c7a9ad57.pdf.

Sallam, M.A.A. dan Wahid, N.A. (2012) “Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude and Purchase Intention: The Mediating Role of Attitude toward Brand,” International Business Research, 5(4), hal. 55–66. Tersedia pada: https://doi.org/10.5539/ibr.v5n4p55.

Schiffman, L.G. dan Kanuk, L.L. (2007) Perilaku Konsumen. Diedit oleh Z. Kasip. Jakarta: PT. Indeks.

Schiffman, L.G. dan Kanuk, L.L. (2008) Perilaku Konsumen. 7 ed. Diedit oleh Z. Kasip. Jakarta: PT. Indeks.

Seno, D. dan Lukas, B.A. (2007) “The equity effect of product endorsement by celebrities,” European Journal of Marketing, 41(1/2), hal. 121–134. Tersedia pada: https://doi.org/10.1108/03090560710718148.

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Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator

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