Pengaruh Celebrity Endorser Terhadap Purchase Decision Melalui Brand Image Sebagai Mediator

Authors

  • Muhammad Fariz Bahrul Ulum Universitas Siliwangi, Tasikmalaya, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i2.3508

Keywords:

Celebrity Endorser, Purchase Decision, Brand Image

Abstract

Tujuan dari penelitian ini untuk mengetahui pengaruh Celebrity Endorsement terhadap Purchase Decision melalui Brand Image. Metode penelitian yang digunakan adalah metode survei dengan desain penelitian kuantitatif. Proses pengumpulan data menggunakan instrumen berupa kuesioner yang disebarkan melalui platform media sosial. Teknik pengambilan yang digunakan adalah dengan non probability sampling. Penentuan pengambilan jumlah responden (sampel) dilakukan melalui teknik purposive sampling. Teknik analisis data yang digunakan yaitu Structural Equation Modelling (SEM) dengan software Smart PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa setiap variable saling berpengaruh signifikan.

References

Ananda, O. P. (2024). Pengaruh JKT48 Sebagai Brand Ambassador Erigo Apparel Terhadap Minat Beli Produk Erigo Apparel (Studi pada Minat Beli Produk Erigo Apparel Grup Whatsapp Fans JKT48 Jawa Timur). Universitas 17 Agustus 1945 Surabaya.

Anwar, M., & Elmas, M. S. H. (2023). The Impact of Service Quality, Price, and Brand Image on Consumer Loyalty at Yamaha Motor Workshops in Bekasi. Indonesian Journal of Business Analytics, 3(3), 769–784.

Darmawan, A., & Susila, I. (2024). Analysis Of The Influence Of Celebrity Endorsement On Purchase Intention With Brand Image As A Mediating Variable. Jurnal Ekonomi, 13(02), 511–524.

Fitri, F. R. (2018). The influence of celebrity endorsement in social media instagram on attitude towards brand and brand image to customer purchase intention. Jurnal Akuntansi, Manajemen Dan Ekonomi, 20(2), 7–17.

Hapsoro, B. B., & Hafidh, W. A. (2018). The influence of product quality, brand image on purchasing decisions through brand trust as mediating variable. Management Analysis Journal, 7(4), 528–539.

Hasan, G., & Elviana, E. (2022). Effect of brand image, celebrity endorsement, EWOM, brand awareness and social media communication on purchase intention with brand trust as a mediation variable on smartphone users in Batam city. Conference on Business, Social Sciences and Technology (CoNeScINTech), 2(1), 153–161.

Kotler, P. (2020). Marketing and value creation. Journal of Creating Value, 6(1), 10–11.

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: Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science (2147-4478), 11(5), 18–32.

Ratnasari, R., Hermawan, A., & Winarno, A. (2023). The Influence of Celebrity Endorser, Brand Image and Service Quality on Purchase Decision in Tokopedia with Consumer Trust as Intervening Variables. Journal of Applied Business, Taxation and Economics Research, 2(6), 619–637.

Ruly, S. A., Riski, M. N. P., & Saisaria, M. I. A. C. (2021). The Role of Brand Trust in Mediating The Correlation Between The Use of Celebrity Endorsers and Online Consumer Purchase Intentions. Russian Journal of Agricultural and Socio-Economic Sciences, 115(7), 131–137.

Sari, A. P., & Putri, S. E. (2023). The Effect of Celebrity Endorsement, Influencer Marketing, and Electronic Word of Mouth (E-WOM) on Online Shopping Purchase Intention with Brand Image as an Intervening Variable on TikTok Shop Users. Proceedings of Bengkulu International Conference on Economics, Management, Business, and Accounting, 1, 240–251.

Sedana, I. M. R. A., & Mahyuni, L. P. (2024). The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men. Quantitative Economics and Management Studies, 5(4), 953–960.

Sujana, M., Giantari, I., & Giantari, K. (2017). Peran brand image memediasi hubungan celebrity endorser dengan purchase intention. Forum Keuangan Dan Bisnis Indonesia (FKBI), 6, 313–324.

Yohanes, E., Ellitan, L., & Junaedi, C. M. (2021). The effect of endorsers and social media advertising on consumer purchase decisions of instagram social media users with brand awareness as a mediating variable. Journal of Entrepreneurship and Business, 2(2), 71–85.

Downloads

Published

2024-12-23

How to Cite

Fariz Bahrul Ulum, M. (2024). Pengaruh Celebrity Endorser Terhadap Purchase Decision Melalui Brand Image Sebagai Mediator. Jurnal Ekonomi Manajemen Sistem Informasi, 6(2), 1110–1120. https://doi.org/10.38035/jemsi.v6i2.3508

Issue

Vol. 6 No. 2 (2024): Jurnal Ekonomi Manajemen Sistem Informasi (November - Desember 2024)

Section

Articles

License

Copyright (c) 2024 Muhammad Fariz Bahrul Ulum

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta :

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).