ANALISA KREDIBILITAS ENDORSER SOCIAL MEDIA TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND IMAGE DAN ATTITUDE
Abstract
ABSTRAK
Perkembangan teknologi yang semakin pesat memudahkan masyarakat dalam berbagai aspek kehidupan. Media sosial adalah hasil dari perkembangan teknologi yang digunakan dalam kegiatan sehari-hari. Akses media sosial yang mudah dengan jangkauan yang luas dapat membantu penggunanya untuk mendapatkan perhatian publik yang akan mendukung kegiatan pemasaran. Maka dari itu, penelitian ini memiliki tujuan untuk menganalisa pengaruh dari Attractiveness, Trustworthiness, dan Expertise Endorser dalam terhadap niat beli konsumen di media sosial, dengan mediasi Brand Image dan Attitude. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan menggunakan teknik purposive sampling. Populasi dari penelitian ini adalah masyarakat Batam yang memiliki akun media sosial. Jumlah responden yang dalam penelitian ini adalah sebanyak 275 responden dengan jumlah pertanyaan 24. Analisa yang digunakan dalam penelitian ini adalah PLS-SEM. Hasil dari penelitian ini menunjukkan bahwa variabel attractiveness dan expertise memiliki pengaruh positif baik secara langsung maupun tidak langsung yang dimediasikan oleh brand image dan attitude terhadap purchase intention, variabel trustworthiness juga memiliki pengaruh positif terhadap purchase intention baik secara langsung dan tidak langsung yang dimediasikan oleh attitude, namun tidak dengan yang dimediasikan oleh brand image.
Kata Kunci: Teknologi, Media Sosial, Endorser, Citra Merek, Sikap.
ABSTRACT
The rapid development of technology makes various life aspects easier. Social media is the results of technology developments used in daily activities. Easy access to social media with a wide reach can help users to get public attention which will support marketing activities. Therefore, this research aims to analyze Attractiveness, Trustworthiness, and Expertise of an Endorser influence in determining consumer purchasing intentions on social media, with the mediation of Brand Image and Attitude. This research uses quantitative research methods with purposive sampling technique. This study population that used are the social media user in Batam. The number used respondents from this research was 275 respondents with 24 questions. The analysis used in this research was PLS-SEM. The research result show that attractiveness and expertise variables have a positive effect directly and indirectly that mediated by brand image and attitude, on purchase intention, the trustworthiness variable also has a positive effect on purchase intention, directly and indirectly that mediated by attitude, but didn’t show positive effect that mediated by brand image.
Keywords: Technology, Social Media, Endorser, Brand Image, Attitude
Full Text:
PDF (Bahasa Indonesia)References
DAFTAR PUSTAKA
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. https://doi.org/10.31966/jabminternational.v27i2.700
Agustin, I. N. (2019). Modul Laboratorium Statistika Program Studi Manajemen -Aplikasi Software Spss dan SmartPLS.
Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54–65. https://doi.org/10.5430/ijfr.v10n5p54
Akbar, R., MS, M., & Pandjaitan, D. R. H. (2020). The Mediating Role of Brand Image in the Effect of Sales Promotion, Product Quality, and Celebrity Endorser on Purchase Intention. Journal of University of Shanghai for Science and Technology, 22(10), 272–282.
Al Jaeed, F., & Badghish, S. (2021). The Effect of Social Media Influencers’ Trustworthiness and Expertise on Online Purchase Intentions of Saudi Consumers and the Mediating Role of Attitude. Journal of Halal Service Research, 2(2), 2021.
Archer, C., Wolf, K., & Nalloor, J. (2021). Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic. Media International Australia, 178(1), 106–113. https://doi.org/10.1177/1329878X20958157
Ata, S., Arslan, H. M., Bayda?, A., & Pazvant, E. (2022). The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement. ESIC Market, 53(1), e280. https://doi.org/10.7200/esicm.53.280
Ayu, I. G., Febriati, U., Nyoman, N., & Respati, R. (2020). The Effect of Celebrity Endorser Credibility and Product Quality Mediated by Brand Image on Purchase Intention. American Journal of Humanities and Social Sciences Research, 3, 464–470.
Bermúdez-González, G., Sánchez-Teba, E. M., Benítez-Márquez, M. D., & Montiel-Chamizo, A. (2022). Generation z young people’s perception of sexist female stereotypes about the product advertising in the food industry: Influence on their purchase intention. Foods, 11(1). https://doi.org/10.3390/foods11010053
Chan, T. J., Selvakumaran, D., Idris, I., & Adzharuddin, N. A. (2021). The influence of celebrity endorser characteristics on brand image: A case study of Vivo. SEARCH Journal of Media and Communication Research, 13(3), 19–34.
Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295–336.
Dewi, K. A. P., & Giantari, I. G. A. K. (2020). The Role of Brand Image in Mediating the Influence of E-Wom and Celebrity Endorser on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(1), 12.
Framework, C., Project, F. O. R., Public, O. F., Infrastructure, S., & In, P. (2019). Social & Behavioural Sciences ICBSI 2018 International Conference on Business Sustainability and Innovation OF PUBLIC SECTOR INFRASTRUCTURE PROJECT IN. June 2020.
Govindasamy, P., Green, K. E., & Olmos, A. (2020). RMT Rasch Measurement Transactions. November.
Hair, et al. (2017). Multivari data analysis.
Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & Alfawwaz, B. M. (2022). The effects of social media attributes on customer purchase intention: The mediation role of brand attitude. International Journal of Data and Network Science, 6(4), 1543–1556. https://doi.org/10.5267/j.ijdns.2022.4.022
Hu L.-T., & Bentler P. M. (1999). 103. Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(July 2012), 1–55.
Ikawati, K., Militina, T., & Achmad, G. N. (2021). The Effect of Celebrity Endorsers and Advertising Attractiveness on Brand Image and Purchase Decisions. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 461–471.
Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(January). https://doi.org/10.1016/j.jretconser.2020.102133
Latan, H., & Ghozali, I. (2016). KONSEP, METODE DAN APLIKASI Menggunakan Program WarPLS 5.0 (A. Tejokusumo (ed.); 3rd ed.). Badan Penerbit Universitas Diponegoro.
Lili, Z., Al Mamun, A., Hayat, N., Salamah, A. A., Yang, Q., & Ali, M. H. (2022). Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth. Frontiers in Psychology, 13(March), 1–15. https://doi.org/10.3389/fpsyg.2022.860177
Magano, J., Au-Yong-oliveira, M., Walter, C. E., & Leite, Â. (2022). Attitudes toward Fashion Influencers as a Mediator of Purchase Intention. Information (Switzerland), 13(6), 1–16. https://doi.org/10.3390/info13060297
Mahdi Ivan. (2022). Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022. Data Indonesia, 1–8.
Masato, E., & . S. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 2021, 188–199. https://doi.org/10.18502/kss.v5i8.9358
Molelekeng, B. V., & Dondolo, H. B. (2021). Effect of celebrity endorsers’ attributes on purchase intentions in South Africa. Innovative Marketing, 17(4), 111–119. https://doi.org/10.21511/im.17(4).2021.10
Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.org/10.1108/JRIM-04-2020-0072
Murwaningtyas, F., Harisudin, M., & Irianto, H. (2020). Effect of Celebrity Endorser Through Social Media on Organic Cosmetic Purchasing Intention Mediated with Attitude. KnE Social Sciences, 2020, 152–165. https://doi.org/10.18502/kss.v4i3.6393
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893
Örs, M., & Alawadhi, R. (2020). Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image. Journal of Business Research - Turk, 12(1), 454–468. https://doi.org/10.20491/isarder.2020.855
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Purwianti, L., & Dila, W. N. (2021). Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention pada Pembelian Produk Fashion melalui Social Commerce terhadap masyarakat Kota Batam. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 2010–2028.
Putra, E. Y., & Aprilson, L. (2022). the Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam. Jurnal Manajemen Dan Bisnis, 11(1), 41–54. https://doi.org/10.34006/jmbi.v11i1.440
Putra, E. Y., & Syahputra, I. (2021). Pengaruh Fungsi Dalam Pengunaan Konten Iklan Media Sosial Terhadap Behavioural Intention. Conference on Business, Social Sciences and Technology (CoNeScINTech) , 1(1), 737–748.
Putri, R., & Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention. International Journal of Research in Business and Social Science (2147- 4478), 10(8), 68–75. https://doi.org/10.20525/ijrbs.v10i8.1489
Rabbani, A., & Ira, F. (2022). The Effect of Hijab Worn by Influencers in Muslim Fashion Product Endorsement Through Instagram Towards Purchase Intention. International Conference on Management in Emerging Markets.
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6), e09676. https://doi.org/10.1016/j.heliyon.2022.e09676
Sandi, P. R., Surachman, & Yuniarinto, A. (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. https://doi.org/10.18551/rjoas.2019-06.37
Saputra, F. Y., & Dewobroto, W. S. (2022). The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products. International Journal of Quantitative Research and Modeling, 3(1), 13–17. https://doi.org/10.46336/ijqrm.v3i1.253
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shin, H. R., & Choi, J. G. (2021). The moderating effect of ‘generation’ on the relations between source credibility of social media contents, hotel brand image and purchase intention. Sustainability (Switzerland), 13(16), 11–13. https://doi.org/10.3390/su13169471
Siqi, W., & Foong Yee, W. (2021). Social Media Influencers’ Impact to Purchase Intention: The Moderating Effect of Brand Engagement. 3(2).
Sugiyono. (2017). METODE PENELITIAN(Kuantitatif, Kualitatif, dan R&D). ALFABETA, BANDUNG.
Thomas, T., & Johnson, J. (2019). The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model. Vision, 23(3), 275–286. https://doi.org/10.1177/0972262919850922
von Felbert, A., & Breuer, C. (2020). How the type of sports-related endorser influences consumers’ purchase intentions. International Journal of Sports Marketing and Sponsorship, 22(3), 588–607. https://doi.org/10.1108/IJSMS-01-2020-0009
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Wuisan, D., Lamisi Kananda, I., Saputra, M. A., & Dinata, M. R. (2021). The Effect of Celebrity Endorsement on Purchase Intention of Adidas Products Mediated by Customer’s Attitude Toward Brand. ADI International Conference Series, 3(1), 523–530.
Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 0(0), 133–147. https://doi.org/10.1080/15252019.2020.1769514
Yulianto, E. (2023). Women In Batam City With Brand Awareness as Mediation Analisis Pengaruh Pembelanjaan Secara Online Terhadap Fashion Self Manufactured Pada Wanita Muda di Kota Batam Dengan Kesadaran Merek Sebagai Mediasi. 4(January), 169–182.

Article Metrics
Abstract view : 39 timesPDF (Bahasa Indonesia) - 17 times

Website Layout and Editing © 2016 Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi on Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo.
Indexing In
Tools