Pengaruh Selebriti Pendukung, Strategi Diferensiasi, Dan Citra Merek Terhadap Keputusan Pembelian Produk Vivo Smartphone (Studi Kasus Pada Mahasiswa Program Sarjana Institut Stiami Jakarta Pusat Tahun Angkatan 2015-2018)
DOI:
https://doi.org/10.31334/jambis.v1i1.1303Abstract
This study aims to analyze the influence of celebrities endorser, differentiation strategies, and brand image on the decision to purchase Vivo Smartphone products for the 2015-2018 bachelor degree students of Stiami Institute Central Jakarta. The population in this study were all bachelor's degree students at Stiami Institute Central Jakarta in the year 2015-2018. The sampling technique used was non-probality sampling with a type of purposive sampling technique and a total sample of 100 respondents. Data collection has done by giving questionnaires to students’ using Smartphone Vivo products about celebrities endorser, differentiation strategies, brand image, and purchasing decisions. This study uses a multiple linear regression and coefficient of determination, with a measuring instrument, namely SPSS version 24. The hypothesis is tested by t-test and F test. The test results show that celebrity endorser, differentiation strategies, and brand image partially have a significant positive effect on decision purchase. As well as celebrities endorser, differentiation strategies, and brand image simultaneously have a significant positive effect on purchasing decisions. Celebrities endorsers, differentiation strategies, and brand image can explain purchasing decision variables of 62.2% while the remaining 37.8% are explained by other variables not examined.
Keywords: Celebrities Endorser, Differentation Strategies, Brand Image, Purchase Decisions
References
Abdullah, Thamrin dan Francis Tantri. 2018. Manajemen Pemasaran. Cetakan ke tujuh. Depok: PT RajaGrafindo Persada.
Arikunto, Suharsimi. 2017. Pengembangan Instrumen Penelitian dan Penilaian Program. Yogyakarta: Pustaka Pelajar.
Assauri, Sofjan. 2017. Manajemen Pemasaran. Edisi pertama cetakan ke lima belas. Jakarta: PT RajaGrafindo Persada.
Best, Roger J. 2009. Market-Based Management. USA: Pearson Pretince Hall.
Darmawan, Deni. 2014. Metode Penelitian Kuantitatif. Cetakan kedua. Bandung: PT Remaja Rosdakarya.
Dimyati, Mohamad. 2018. Pendekatan Hayati:Srategi Pemasaran Untuk Menghadapi Persaingan Yang Dinamis. Jakarta: Mitra Wacana Media.
Fahmi, Irham. 2015. Pengantar Ilmu Administrasi Bisnis. Bandung: Alfabeta.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Edisi delapan, cetakan kedelapan. Semarang: Badan Penerbit Universitas Diponogoro.
https://apjii.or.id/survei diakses tanggal 23/03/2019
https://www.emarketer.com/Chart/Top-25-Countries-Ranked-by-Smartphone-Users-2013-2018-millions/196279 diakses 15/03/2019
http://e-resources.perpusnas.go.id/index.php diakses 12/04/2019
https://www.vivo.com/id diakses 13/05/2019
Keller, Kevin Lane. 2013. Strategic Brand Management 4th Edition. England: Pearson Education Limited.
Khan, Afsheen and Samreen Lodhi. 2016. Influence of Celebrity Endorsement on Consumer Purchase Decision: A Case of Karachi Imperial Journal of Interdisciplinary Research (IJIR) Vol.2, Issue-1 ISSN : 2454-1362. Pakistan: Jinnah University For Women.
Kotler, Philip dan Gary Armstrong. (Diterjemahkan oleh Bob Sabran). 2010. Prinsip-Prinsip Pemasaran. Edisi kedua belas jilid 2. Jakarta: Penerbit Erlangga.
Kotler, Phillip dan Kevin Lane Keller (Diterjemahkan oleh Benyamin Molan). 2018. Manajemen Pemasaran. Edisi kedua belas jilid 1 cetakan ketiga. Jakarta: PT Indeks.
Kotler, Phillip dan Kevin Lane Keller (Diterjemahkan oleh Benyamin Molan). 2018. Manajemen Pemasaran. Edisi ketiga belas jilid 2 cetakan ketiga. Jakarta: PT Gramedia Pustaka Utama.
Lea-Greenwood, Gaynor. 2012. Fashion Marketing Communications Ebook. Somerset, NJ, USA: Wiley.
Lestari, Endah Prapti. 2011. Pemasaran Strategik. Yogyakarta: Graha Ilmu.
Martono, Nanang. 2016. Metode Penelitian Kuantitatif: Analisis Isi dan Analisis Data Sekunder. Edisi revisi kedua, cetakan kelima. Jakarta: Rajawali Pers.
Mulyadi, Mohammad. 2016. Metode Penelitian Praktis: Kuantitatif dan Kualitatif. Cetakan kedua. Jakarta: Publica Press.
Nawawi, Hadari. 2017. Manajemen Strategik: Oranisasi Non Profit Bidang Pemerintahan. Cetakan kelima. Yogyakarta: Gajah MadaUniversity Press.
Nawawi, Hadari. 2017. Manajemen Strategik: Organisasi Non Profit Bidang Pemerintahan. Cetakan kelima. Yogyakarta: Gajah Mada University Press.
Noor, Juliansyah. 2017. Metodologi Penelitian. Cetakan ketujuh. Jakarta: Kencana.
Nur, Muhammad. 2017. Organisasi dan Manajemen. Yogyakarta: Deepublish.
Oladepo, Onigbinde Isaac and Abimbola Odunlami Samuel. 2015. The Influence of Brand Image and Promotional Mix On Consumer Buying Decision. A Study Of Beverage Consumers In Lagos State, Nigeria British Journal of Marketing Studies
Vol.3, No.4,pp.97-109, ISSN 2053-4043 (Print), ISSN 2053 -4051 (Online). Nigeria.
Parengkuan, Valentine, et al. 2014. Analisis Pengaruh Brand Image dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Shampoo Head and Shoulders di 24 Mart Manado. Jurnal EMBA Vol.2 No.3 Hal. 1792-1802, ISSN 2303-1174. Manado: Universitas Sam Ratulangi.
Poniman, Budhi dan Achmad Choerudin. 2018. Manajemen Pemasaran. Yogyakarta: Deepublish.
Priansa, Donni Juni. 2017. Komunikasi Pemasaran Terpadu. Bandung: CV Pustaka Setia.
Rangkuti, Freddy. 2009. Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta: PT Gramedia Pustaka Utama.
Ratela, Garry Doni dan Rita Taroreh. 2016. Analisis Strategi Diferensiasi, Kualitas Produk dan Harga Terhadap Keputusan Pembelian di Rumah Kopi Coffe Island. Jurnal EMBA No. 1, 1 Hal: 460-471, ISSN 2303-1174. Manado: Universitas Sam Ratulangi.
Shimp, Terence A. 2010. Advertising Promotion and Other Aspects of Interated Marketing Communicaton 8th Edition. Canada: Nelson Education, Ltd.
Silalahi, Ulber. 2015. Metode Penelitian Sosial Kuantitatif. Cetakan keempat, Edisi Revisi. Bandung: PT Refika Aditama.
Simamarta, Binsar. 2016. Pengaruh Citra Merek dan Daya Tarik Iklan Terhadap Keputusan Pembelian Produk Smartphone Vivo Pada Mahasiswa STIE ITMI. Jurnal Vol. 2, No. 1. Medan: STIE ITMI.
Solihin, Ismail. 2009. Pengantar Manajemen. Jakarta: Penerbit Erlangga.
Sudaryana, Bambang. 2017. Metode Penelitian. Yogyakarta: Deepublish.
Sudaryono. 2014. Perilaku Konsumen Dalam Perspektif Pemasaran. Jakarta: Lentera Ilmu Cendekia.
Sugiarto. 2017. Metodologi Penelitian Bisnis. Yogyakarta: Penerbit Andi.
Sukma, Kadek Dwi, et al. 2016. Pengaruh Celebrity Endorser, Brand Image, dan Kepercayaan Terhadap Keputusan Pembelian Produk Pembersih Wajah Men's Biore. Jurnal Vol. 5, No.7, hal: 4016-4043, ISSN : 2302-8912. Bali:Universitas Udayana.
Sumarwan, Ujang et al. 2010. Pemasaran Strategik Perspektif Value-Based Marketing dan Pengukuran Kinerja. Bogor: IPB Press.
Supriyanto. 2016. Retrospektif Ilmu Administrasi Bisnis. Jakarta: Mitra Wacana Media.
Syafiie, Inu Kencana dan Welasari. 2017. Ilmu Administrasi. Cetakan kedua. Yogyakarta: Pustaka Pelajar
Tjiptono, Fandy dan Gregorius Chandra. 2017. Pemasaran Strategik Edisi 3: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif hingga e-Marketing. Yogyakarta: Penerbit Andi.
Tjiptono, Fandy. 2015. Strategi Pemasaran. Edisi 4. Yogyakarta: Penerbit Andi.
Wheelen, Thomas L. dan J. David Hunger. 2012. Strategic Management and Business Policy International Edition. Edisi ketiga belas. USA: Pearson Pretince Hall.
Yunus, Eddy. 2016. Manajemen Strategis. Yogyakarta: Penerbit Andi.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.