Pengaruh Celebrity Endorsement, Social Media Marketing, dan Brand Image terhadap Purchase Intention Produk Wardah di Kota semarang

Rishmawati Rahma Putri, Ajeng Aquinia

Abstract


Dengan semakin berkembangnya teknologi, memunculkan inovasi-inovasi baru yang dapat mendukung aktivitas marketing. Seperti halnya saat ini sedang maraknya penggunaan Celebrity Endorsement untuk mendukung suatu brand dalam memperkenalkan produk kepada konsumen melalui sosial media. Perusahaan harus dapat memanfaatkan Social Media Marketing dengan baik. Oleh karena itu tujuan dari penelitian ini adalah untuk menguji apakah variabel Celebrity Endorsement, Social Media Marketing dan Brand Image memiliki pengaruh terhadap variabel Purchase Intention. Penelitian ini menggunakan skala likert berupa kuesioner melalui google formulir. Jumlah responden yang tetapkan sebanyak 100 responden yang memiliki kriteria yaitu masyarakat kota semarang yang memakai dan mengetahui produk Wardah. Berdasarkan penelitian yang telah dilakukan menunjukkan hasil bahwa variabel Celebrity Endorsement tidak memiliki pengaruh terhadap Purchase Intention, kemudian variabel Social Media Marketing dan Brand Image sama-sama berpengaruh positif dan signifikan terhadap Purchase Intention.
Kata Kunci: Celebrity Endorsement, Social Media Marketing, dan Purchase Intention

Full Text:

Download PDF

References


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

Alhadid, Y. A., & Alhadeed, Y. A. (2017). The Impact of Social Media Marketing on Purchase Intention. In International Business and Management (pp. 1844–1847). International Business management. https://doi.org/10.36478/ibm.2017.1844.1847

BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Cleo, & Sopiah. (2021). The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness. KnE Social Sciences, 2021, 220–238. https://doi.org/10.18502/kss.v5i8.9361

Dayoh, M. L., Ari, L., & Agrippina, Y. R. (2022). the Effect of Social Media Marketing Activities To Purchase Intention. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 11(1), 65–44. https://doi.org/10.33508/jumma.v11i1.3951

Doni, F. R. (2017). Perilaku Penggunaan Smartphone Pada Kalangan Remaja. Journal Speed Sentra Penelitian Engineering Dan Edukasi, 9(2), 16–23.

Handoko, N. T., & Melinda, T. (2021). the Effect of Social Media Marketing and Electronic Word of Mouth on Purchase Intention Through Brand Image on Tokopedia. International Journal of Economics, Business and Accounting Research (IJEBAR), 2021(4), 83–93. http://jurnal.kwikkiangie.ac.id/index.php/JM/article/view/743

Kotler, P., & Armstrong, G. (2017). Principles of Marketing, Seventeenth Edition. In Pearson (17th ed.). Pearson.

Kotler, P., & Keller, L. K. (2016). Marketing Management (15th ed.). Pearson Education.

Kotler, P., & Keller, L. kevin. (2009). Manajemen Pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, L. kevin. (2012). Marketing Management (14th ed.). Pretice-Hall.

Kristina, T., & Sugiarto, C. (2020). The role of trust mediates in the influence of social media marketing and Electronic Word-of-Mouth on purchase intention. Management and Entrepreneurship: Trends of Development, 4(14), 102–113. https://doi.org/10.26661/2522-1566/2020-4/14-08

Maunaza, A. (2012). Pengaruh Brand Image terhadap Minat Beli Konsumen [Universitas Indonesia]. https://lib.ui.ac.id/file?file=digital/20308440-Spdf-Afianka Maunaza.pdf

Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105–115. https://doi.org/10.14710/dijb.4.2.2021.105-115

Rawi, M. A. T., Wibowo, G., & Dwisaputra, M. R. A. (2020). The Influence Of Social Media, Brand Image And Celebrity Endorser To Purchase Intention On Tokopedia. American Journal of Humanities and Social Sciences Research, 4(7), 1–9. www.ajhssr.com

Schiffman, G. L., & Kanuk, L. L. (2009). Consumer Behavior. Prentice Hall.

Schiffman, G. L., & Kanuk, L. L. (2013). Consumer behavior (10th ed.). Prentice Hall.

Shezi, N. (2022). Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands. Market-Trziste, 34(1), 41–57. https://doi.org/10.22598/mt/2022.34.1.41

Wicaksono, A. I., & Ishak, A. (2022). Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image. International Journal of Research in Business and Social Science (2147- 4478), 11(1), 12–23. https://doi.org/10.20525/ijrbs.v11i1.1554




DOI: https://doi.org/10.37531/sejaman.v6i1.4271

Refbacks

  • There are currently no refbacks.


Flag Counter

Creative Commons License

S E I K O : Journal of Management & Business is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 
© All rights reserved 2018. S E I K O : Journal of Management & Business - ISSN (Print) : 2598-831X, ISSN (Online) : 2598-8301.
 

Web Analytics