The Effect of Celebrity Endorsement and Sosial Media Marketing on Purchase Intention Skincare Product in Tiktok Shop

Dodi Ria Atmaja, Pungky Rahayu

Abstract


Sosial media has become a place for many people to interact. Almost everyone, from young to old, uses Sosial media. Communicating and shopping as activities that can be done online, the presence of Sosial media provides benefits for users to provide convenience and keep abreast of the development of increasingly modern Sosial media. The purpose of this study is to analyze the effect of Sosial media marketing, celebrity endorsements, and brand image on purchase intention. This study uses the Structural Equation Model Partially Least Square (SEM-PLS) method and the purposive sampling method. The sample taken from this study consisted of 107 respondents who met the criteria that they had shopped for skincare through the Tiktok shop. Data analysis testing using SmartPLS The results of this study prove that celebrity endorsement has a positive effect on purchase intention; the indirect relationship between Sosial media marketing and purchase intention is mediated by brand image; brand image has a positive effect on purchase intention; Sosial media marketing has no effect on purchase intention; and celebrity endorsement has no effect on purchase intention mediated by brand image.

Keywords


Sosial media marketing; Celebrity endorsement; Brand Image; Purchase Intention;

Full Text:

PDF

References


Alalwan, A. A. (2018). Investigating the impact of Sosial media advertising features on customer purchase intention. International Journal of Information Management, 42(June), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001

Alfeel, E. (2019). The Impact of Sosial Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia. Journal of Marketing and Consumer Research, 2018, 13–22. https://doi.org/10.7176/jmcr/56-03

Bishop, P. A., & Herron, R. L. (2015). Use and Misuse of the Likert Item Responses and Other Ordinal Measures. International Journal of Exercise Science, 297–302.

Chin, W. w. (1998). The Partial Least Squares Approach to Structural Formula Modeling. Advances in Hospitality and Leisure, 8（2）(January 1998), 5.

Cho, E. (2011). Development of a brand image scale and the impact of lovemarks on brand equity. Unpublished Work, 1–198.

Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Sosial Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://doi.org/10.26740/jim.v9n3.p852-862

Daneshvary, R., & Schwer, R. K. (2000). Daneshvary, Schwer - 2000 - The association endorsement and consumers’ intention to purchase.pdf. 17(3), 203–213.

Darmawan, M. D., & Iriani, S. S. (2021). Pengaruh Celebrity Endorsement dan Citra Merek terhadap Niat Beli Kopi Caffino melalui Sikap terhadap Merek. Jurnal Ilmu Manajemen, 9(2), 373. https://doi.org/10.26740/jim.v9n2.p373-385

Davis, D. F., Golicic, S. L., & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20(2), 201–212. https://doi.org/10.1108/09574090910981297

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Sosial Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742

Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Sosial Media Marketing on Brand Loyalty. Procedia - Sosial and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119

Esch, F. R., Langner, T. L., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product and Brand Management, 15(2), 98–105. https://doi.org/10.1108/10610420610658938

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61–75. https://doi.org/10.1080/10696679.2001.11501897

Firmanza, M. H. D., & Artanti, Y. (2022). Online Buying Intentions of Shopee Consumers: the Influence of Celebrity Endorsement, Sosial Media Marketing, and Brand Image. Jurnal Manajemen Pemasaran, 16(2), 87–95. https://doi.org/10.9744/pemasaran.16.2.87-95

Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of Business Research Methods Fourth Edition. In Routledge Taylor & Francis Group. Routledge.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product and Brand Management, 19(6), 452–460. https://doi.org/10.1108/10610421011085767

Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behaviour: Building marketing strategy. In McGraw-Hill/Irwin (Seventh). McGraw-Hill/Irwin. www.mhhe.com

Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common Beliefs and Reality About PLS: Comments on Rönkkö and Evermann. Organizational Research Methods, 17(2), 182–209. https://doi.org/10.1177/1094428114526928

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014

Hsieh, M., Pan, S., & Setiono, R. (2004). Dimensions and Purchase Behavior : A multicountry analysis. Journal of the Academy of Marketing Science., 32(3), 251–270.

Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps?-An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46–57. https://doi.org/10.1016/j.elerap.2014.11.003

Ibrahim, B. (2022). Sosial Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080

Juliyansi, M. F., & Suryawardani, B. (2019). Pengaruh Sosial Media Marketing dan Customer Bonding Terhadap Purchase Intention pada Tunas Daihatsu Soekarno Hatta Bandung. 5(2), 836–846.

Kahn, B. E., & Louie, T. A. (1990). Effects of Retraction of Price Promotions on Brand Choice Behavior for Variety-Seeking and Last-Purchase-Loyal Consumers. Journal of Marketing Research, 27(3), 279. https://doi.org/10.2307/3172586

Kasornbua, T., & Pinsame, C. (2019). Factors affecting purchase intention of community product in Thailand-Cambodia border. Entrepreneurship and Sustainability Issues, 7(2), 949–961. https://doi.org/10.9770/jesi.2019.7.2(11)

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management : Building, Measuring, and Managing Brand Equity Fifth Edition.

Khan, M. A., Alhathal, F., Alam, S., & Minhaj, S. M. (2023). Importance of Sosial Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study. Sustainability, 15(6), 5129. https://doi.org/10.3390/su15065129

Khan, M. I., Saleh, M. A., & Quazi, A. (2021). Sosial media adoption by health professionals: A TAM-based study. Informatics, 8(1). https://doi.org/10.3390/informatics8010006

Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s Sosial media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068

Kotler, P., & Keller, K. L. (2016). Marketing Management. In Pearson Practice Hall.

Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., & Kaur, P. (2021). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58(May 2020), 102329. https://doi.org/10.1016/j.jretconser.2020.102329

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, Measuring(1995).

Lee, C. S., & Ma, L. (2012). News sharing in Sosial media: The effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331–339. https://doi.org/10.1016/j.chb.2011.10.002

Liu, M. T., Huang, Y. Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358–365. https://doi.org/10.1108/07363760710822945

Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Sosial Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386

Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion, 27(2), 267–283. https://doi.org/10.1108/Arla-12-2013-0190

Mccracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Emotions in Early Development, 16(December), 315–349. https://doi.org/10.1016/b978-0-12-558702-0.50017-0

Muda, M., Musa, R., & Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help? Procedia - Sosial and Behavioral Sciences, 42(July 2010), 374–382. https://doi.org/10.1016/j.sbspro.2012.04.201

O’Cass, A., & Lim, K. (2001). The Influence of Brand Associations on Brand Preference and Purchase Intention. Journal of International Consumer Marketing, 14(2/3), 9–40. https://doi.org/10.1300/J046v14n02

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). Pengaruh E- wom Terhadap Brand Image dan Purchase Intention pada Hotel Bintang Tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-35

Phan, M., Thomas, R., & Heine, K. (2011). Sosial media and luxury brand management: The case of burberry. Journal of Global Fashion Marketing, 2(4), 213–222. https://doi.org/10.1080/20932685.2011.10593099

Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). Pengaruh Sosial Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 5(3), 145. https://doi.org/10.35384/jemp.v5i3.165

Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). Pengaruh Sosial Media Marketing Terhadap Brand Awareness dan Purchase Intention (Studi Kasus : SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01

Rahman, M. S., Abdel Fattah, F. A. M., Hussain, B., & Hossain, M. A. (2021). An integrative model of consumer-based heritage destination brand equity. Tourism Review, 76(2), 358–373. https://doi.org/10.1108/TR-12-2019-0505

Sarah, S., Rachman, A., & Febrianti, T. (2019). Pengaruh Fashion Lifestyle, Design, dan Selebrity Endorser Terhadap Purchase Intention (Studi pada UMKM Cibaduyut, Bandung). Jurnal Indonesia Membangun, 18(3), 60–75.

Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1–2), 121–134. https://doi.org/10.1108/03090560710718148

Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242–252. https://doi.org/10.1016/j.jwb.2010.11.002

Sidharta, M. W., Syah, T. Y. R., & Saptaningsih, A. B. (2021). The Relationship Between Sosial Media Communication and Word of Mouth Inside Brand Image and Purchase Intention. Journal of Multidisciplinary Academic, 05(01), 61–66.

Sugiyono. (2015). Metode PenelitianKuantitatif , kualitatif dan R & D (p. 346).

Tariq, M., Tanveer, A., Abrar, M., & Iqbal, A. (2017). EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image. Pakistan Administrative Review, 1(1), 84–102.

Usman, A., & Okafor, S. (2019). Exploring the Relationship Between Sosial Media and Sosial Influence. 83–103. https://doi.org/10.4018/978-1-5225-7344-9.ch004

Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3), 177–188. https://doi.org/10.1080/08911762.2010.487419

Widjaja, A. A. (2015). The Impact of L’Oréal Paris Fall Repair’s Celebrity Endorsement towards Consumer Purchase Intention with Brand Image as a Mediating Variable. IBuss Management, 3(2), 214–221.

Wu, W., Jia, F., & Enders, C. (2015). A Comparison of Imputation Strategies for Ordinal Missing Data on Likert Scale Variables. Multivariate Behavioral Research, 50(5), 484–503. https://doi.org/10.1080/00273171.2015.1022644

Yilmaz, C., Eser Telci, E., Bodur, M., & Eker Iscioglu, T. (2011). Source characteristics and advertising effectiveness. International Journal of Advertising, 30(5), 889–914. https://doi.org/10.2501/ija-30-5-889-914

Yunus, N. H., Ariff, M. S. M., Som, N. M., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in Sosial media. Advanced Science Letters, 22(10), 3176–3180. https://doi.org/10.1166/asl.2016.7999

Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006

Zhou, N., & Belk, R. W. (2004). Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3), 63–76. https://doi.org/10.1080/00913367.2004.10639169




DOI: https://doi.org/10.31334/bijak.v20i2.3409

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Majalah Ilmiah Bijak

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

View My Stats

 

MAJALAH ILMIAH BIJAK

ISSN 1411-0830 (Media Cetak) 2621-749X (Media Online)
Email :  [email protected] / [email protected]
Website: http://ojs.stiami.ac.id/index.php/bijak/index

 

INDEKS BY: