Keywords
Brand Image
Negative Publicity
Purchase Intention
How to Cite
Abstract
The aim of this research is to examine the influence of celebrity endorsement with the dimensions of likeability, similarity, attractiveness, expertise and trustworthiness so that it can increase purchase intention through social media with brand image as mediation, and negative publicity as moderation. The research method uses a quantitative approach by distributing questionnaires to 180 social media user respondents in Indonesia who know celebrity endorser Raffi Ahmad. Data analysis was carried out using PLS-SEM with SmartPLS 4.1.0.4 software. The results of the study stated that celebrity endorsement with the dimensions of likeability, similarity, attractiveness, expertise and trustworthiness had a positive and significant effect on brand image and purchase intention. On the other hand, the mediating brand image does not have a positive and significant effect on purchase intention. The research results also state that negative publicity as a moderator of celebrity endorsement has a positive and significant effect on purchase intentions.
References
Agustina, Y., Suryandari, R.T. and Kirana, E.K. (2022) ‘The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator’, Khazanah Sosial, 4(4), pp. 636–649. Available at: https://doi.org/10.15575/ks.v4i4.20238.
Alwi, I. (2015) ‘Kriteria Empirik dalam Menentukan Ukuran Sampel Pada Pengujian Hipotesis Statistika dan Analisis Butir’, Formatif: Jurnal Ilmiah Pendidikan MIPA, 2(2), pp. 140–148. Available at: https://doi.org/10.30998/formatif.v2i2.95.
Aw, E.C.-X. and Labrecque, L.I. (2020) ‘Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong’, Journal of Consumer Marketing, 37(7), pp. 895–908. Available at: https://www.emerald.com/insight/content/doi/10.1108/JCM-10-2019-3474/full/html.
Chan, K., Leung Ng, Y. and Luk, E.K. (2013) ‘Impact of celebrity endorsement in advertising on brand image among Chinese adolescents’, Young Consumers, 14(2), pp. 167–179. Available at: https://doi.org/10.1108/17473611311325564.
Firmansyah, D., Saepuloh, D. and Dede (2022) ‘Daya Saing : Literasi Digital dan Transformasi Digital’, Journal of Finance and Business Digital, 1(3), pp. 237–250. Available at: https://journal.formosapublisher.org/index.php/jfbd/article/view/1348.
Gupta, R., Kishore, N. and Verma, D. (2015) ‘IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ PURCHASE INTENTION: A Study of Indian Consumers’, Australian Journal of Business and Management Research, 5(3), pp. 1–15. Available at: https://www.ajbmr.com/index.php?/doi.nswr.10.52283/303.
Haryono, S. and Brahmana, R.K.M.R. (2015) ‘PENGARUH SHOPPING ORIENTATION, SOCIAL INFLUENCE, DAN SYSTEM TERHADAP COSTUMER ATTITUDE MELALUI PERCEIVED EASE of USE (Studi pada Apple Store)’, Jurnal Manajemen Pemasara Petra, 3(1), pp. 1–14. Available at: https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/3406.
Kowalczyk, C.M. and Royne, M.B. (2013) ‘The Moderating Role of Celebrity Worship on Attitudes Toward Celebrity Brand Extensions’, Journal of Marketing Theory and Practice, 21(2), pp. 211–220. Available at: https://www.tandfonline.com/doi/abs/10.2753/MTP1069-6679210206.
Liang, H.-L. and Lin, P.-I. (2018) ‘Influence of multiple endorser-product patterns on purchase intention’, International Journal of Sports Marketing and Sponsorship, 19(4), pp. 415–432. Available at: https://www.emerald.com/insight/content/doi/10.1108/IJSMS-03-2017-0022/full/html.
Lien, C.-H. et al. (2015) ‘Online hotel booking: The effects of brand image, price, trust and value on purchase intentions’, Asia Pacific Management Review, 20(4), pp. 210–218. Available at: https://www.sciencedirect.com/science/article/pii/S102931321500041X?via%3Dihub.
Mao, Y. et al. (2020) ‘Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone’, Sustainability, pp. 1–22. Available at: https://doi.org/10.3390/su12083391.
Masato, E. and Sopiah (2021) ‘The Effect of a Celebrity Endorser on Purchase Interest through Brand Image’, KnE Social Sciences, 5(8), pp. 188–199. Available at: https://doi.org/10.18502/kss.v5i8.9358.
Örs, M. and 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), pp. 454–468. Available at: https://doi.org/10.20491/isarder.2020.855.
Osei-Frimpong, K., Donkor, G. and Owusu-Frimpong, N. (2019) ‘The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective’, Journal of Marketing Theory and Practice, 27(1), pp. 103–121. Available at: https://www.tandfonline.com/doi/full/10.1080/10696679.2018.1534070.
Saeed, M.N. and Bhatia, P. (2014) ‘Impact of Celebrity Endorsement on the image of brand on Customer’s mind’, International Journal of Business and Management Invention, 3(1), pp. 1–5. Available at: https://www.semanticscholar.org/paper/Impact-of-Celebrity-Endorsement-on-the-image-of-on-Saeed-Bhatia/13fb3cdc408f09d1b37dcd81a18da7608561de20.
Sinambela, L.P. (2020) ‘Penelitian Kuantitatif : Suatu Pengantar’, PRISMAKOM, 17(1), pp. 21–36. Available at: https://jurnal.stieyasaanggana.ac.id/index.php/yasaanggana/article/view/55/25.
Slice.id (2024) Tren Pengguna Media sosial dan Digital Marketing Indonesia, Slice. Available at: https://www.blog.slice.id/blog/tren-pengguna-media-sosial-dan-digital-marketing-indonesia-2024 (Accessed: 5 August 2024).
Taherdoost, H. (2016) ‘Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research’, International Journal of Academic Research in Management (IJARM), 5(2), pp. 18–27. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3205035.
TribunLampung.co.id (2024) Nilai Endorse Raffi Ahmad Bisa Capai Rp 100 Juta Sekali Posting, TribunLampung. Available at: https://lampung.tribunnews.com/2024/02/07/nilai-endorse-raffi-ahmad-bisa-capai-rp-100-juta-sekali-posting?page=all (Accessed: 6 August 2024).
Tsabitah, N. and Anggraeni, R. (2021) ‘The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April”’, KINERJA, 25(2), pp. 234–250. Available at: https://doi.org/10.24002/kinerja.v25i2.4701.
Wang, S. and Liu, M.T. (2023) ‘Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda’, Asia Pacific Journal of Marketing and Logistics, 35(4), pp. 849–873. Available at: https://www.emerald.com/insight/content/doi/10.1108/APJML-12-2021-0918/full/html.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2024 Muhammad Isnaini Fauzan Zuhri, Erlita Ridanasti