Pengaruh Social Media Marketing Dan Celebrity Endorser Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Intervening
Abstrak
The research objective was to determine the direct effect of social media marketing and celebrity endorsers on purchase intention, then to determine the direct effect of social media marketing, celebrity endorsers, brand awareness on purchase intention and the final objective is to determine the indirect effect of social media marketing, celebrity endorsers on purchase intention through brand awareness. Data collection was carried out through a survey with a questionnaire. Distribution of questionnaires using the Google form via social media. The population in this study are all people who know Erigo products. Questionnaires collected as many as 160 respondents. The sampling technique is non-probability with a purposive sampling procedure. In this study using a quantitative approach. The results of the research analysis, namely social media marketing, celebrity endorsers have a positive effect on purchase intention. social media marketing, celebrity endorser, brand awareness has a positive effect on purchase intention. Social media marketing has a positive effect on purchase intention through brand awareness and celebrity endorsers have a positive effect on purchase intention through brand awareness. The results of the study are expected to provide input to everyone to find out about social media marketing and celebrity endorsers which can increase product brand awareness and raise the intention to buy Erigo products.
Referensi
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Mikhael, & Susan, M. (2022). Pengaruh Social Media Marketing Melalui Instagram Terhadap Purchase Intention yang Dimediasi Brand Awareness di Interkultural Edukasi Partner. Investasi Dan Syariah (EKUITAS), 4(1), 60. https://doi.org/10.47065/ekuitas.v4i1.1802
Nurlinda, R., Elistia, Simanjuntak, D., & Roespinoedji, R. (2021). Implementation of Discriminant Analysis in Determining Offline and Online Consumer Shopping Behavior in Retail Market. Review Of International Geographical Education, 11(6), 1210–1217.
Pandjaitan, D. R. H. (2018). Perilaku Konsumen Indonesia Memilih Destinasi Wisata Halal. http://repository.lppm.unila.ac.id/12003/
Prayogo, E. F., & Yoestini. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Variabel Mediasi Pada Psis Store. Diponegoro Journal of Management, 11(6), 1–12. http://ejournal-s1.undip.ac.id/index.php/dbr
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Sanjaya, A. S. (2021). Pengaruh Dimensi Social Media Marketing Terhadap Minat Beli Climatethirty.
Septiani, S., & Indraswari, R. (2018). Factors Affecting Consumer Behaviour on Halal Cosmetic Product in Bogor. Jurnal Manajemen Dan Organisasi (JMO), 9(1), 59–73.
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001–015. https://doi.org/10.35212/277621
Setiawan, I. B. P. A., & Aksari, N. M. A. (2020). Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(6), 2352. https://doi.org/10.24843/ejmunud.2020.v09.i06.p15
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Sijoatmodjo, F. A. & V. S. (2021). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Merek “Keekho. Performa, 5(6), 458–465. https://doi.org/10.37715/jp.v5i6.1823
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Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2021). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 10(2), 145. https://doi.org/10.24843/ejmunud.2021.v10.i02.p03
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Takaya, R. (2019). Effect of Endorser Credibility, Brand Credibility, Self-Brand Connection on Brand Equity. Business and Entrepreneurial Review, 18(2), 115–132. https://doi.org/10.25105/ber.v18i2.5309
Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik). Widya Cipta, 2(2), 271–278. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
Upadana, M. wahyu K., & Pramudana, K. A. S. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1921. https://doi.org/10.24843/ejmunud.2020.v09.i05.p14
Vashty Ghassany Shabrina. (2019). Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia, 1(2), 131–141.
Widyaningrum, P. W. (2019). Pengaruh Label Halal, Kesadaran Halal, Iklan, dan Celebrity Endorser terhadap Minat Pembelian kosmetik melalui variabel Persepsi sebagai Mediasi (Studi Pada Civitas Akademika Universitas Muhammadiyah Ponorogo). Capital: Jurnal Ekonomi Dan Manajemen, 2(2), 74. https://doi.org/10.25273/capital.v2i2.3984
Yuliana, Y., & Kristiana, V. (2021). Ilomata International Journal of Management ( IJJM ). 2(1), 51–55. https://doi.org/10.52728/ijjm.v2i4.263
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117(May), 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001
Andrea, A. S., & Keni, K. (2021). Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 464. https://doi.org/10.24912/jmbk.v5i5.13286
Arindani, Deasi & Riris, L. (2019). Pengaruh Celebrity Endorser, Shopping Orientation, Online Trust, Dan Prior Online Purchase Experience Terhadap Minat Beli Konsumen Toko Online Elevenia Di DKI Jakarta. 03(05), 1–6. http://journal.um-surabaya.ac.id/index.php/JKM/article/view/2203
Ariyanti, A., & Darmanto, R. F. (2020). Analisis Terhadap Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Wardah Cosmetics. Jurnal Manajemen Kewirausahaan, 17(2), 143. https://doi.org/10.33370/jmk.v17i2.465
Chusnah, & Zaenuri, A. (2020). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Luwak White Koffie. Kinerja, 2(02), 77–92. https://doi.org/10.34005/kinerja.v3i01.936
Dahmiri. (2020). Pengaruh Sosial Media Marketing dan Brand Equity terhadap Minat Beli. Kinerja, 17(2), 194–201.
Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social 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
Dave Chaffey & Fiona Ellis-Chadwick. (2019). Digital Marketing.
Dr. M. Anang Firmansyah, SE, M. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 336.
ElAydi, H. O. (2018). The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt. OALib, 05(10), 1–5. https://doi.org/10.4236/oalib.1104977
Emini & Zeqiri. (2021). Social Media Marketing and Purchase Intention: Evidence From Kosovo. Ekonomska Misao i Praksa, 30(2), 475–492. https://doi.org/10.17818/emip/2021/2.8
Femi Oktaviani & Diki rustandi. (2018). Implementasi Digital Marketing dalam Membangun Brand Awareness. Proceedings of the 2017 International Conference On Smart Technology for Smart Nation, SmartTechCon 2017, 3(1), 1514–1518. https://doi.org/10.1109/SmartTechCon.2017.8358617
Hernizar, A. T., Asep Muhamad Ramdan, & Faizal Mulia. (2020). Pengaruh Green Product Dan Green Brand Awareness Terhadap Green Purchase Intention. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 3, 263–274.
Joe Hair Jr., Michael Page, N. B. (2019). Essentials of Business Research Methods 4th Edition.
Kairupan, D. J. I., & Yovanda, O. A. (2021). Pengaruh Public Relation, Advertising, Dan Word of Mouth Terhadap Brand Awareness Produk Umkm: Studi Kasus Pada Toko X Cake and Bakery. Jurnal Riset Manajemen Dan Bisnis, 16(1), 1. https://doi.org/10.21460/jrmb.2021.161.367
Keller, Kevin Lane., Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New York: Pearson.
Khafidin. (2020). Konsep perilaku konsumen beserta implikasinya terhadap keputusan pembelian. Journal Derivatif, 10(1), 1–15. http://eprints.umsida.ac.id/6801/
Kotler, P. & K. L. K. (2021). Marketing Management 16th Edition.
Liew, Y. S., & Falahat, M. (2019). Factors influencing consumers’ purchase intention towards online group buying in Malaysia. International Journal of Electronic Marketing and Retailing, 10(1), 60. https://doi.org/10.1504/ijemr.2019.10017363
Liu, H. (2021). Perceived Value Dimension, Product Involvement and Purchase Intention for Intangible Cultural Heritage Souvenir. American Journal of Industrial and Business Management, 11(01), 76–91. https://doi.org/10.4236/ajibm.2021.111006
Masato, E. & S. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 2021, 188–199. https://doi.org/10.18502/kss.v5i8.9358
Megayani, & Marlina, E. (2019). The Effect of Celebrity Endorsements on Purchase Intentions Through Brand Image as an Intervening Variable (Case Study on Geprek Ayam Bensu in Rawamangun Period 2018). Jurnal Akuntansi Dan Manajemen, 16(01), 175–193. https://ejournal.stei.ac.id/index.php/JAM/article/view/277
Mikhael, & Susan, M. (2022). Pengaruh Social Media Marketing Melalui Instagram Terhadap Purchase Intention yang Dimediasi Brand Awareness di Interkultural Edukasi Partner. Investasi Dan Syariah (EKUITAS), 4(1), 60. https://doi.org/10.47065/ekuitas.v4i1.1802
Nurlinda, R., Elistia, Simanjuntak, D., & Roespinoedji, R. (2021). Implementation of Discriminant Analysis in Determining Offline and Online Consumer Shopping Behavior in Retail Market. Review Of International Geographical Education, 11(6), 1210–1217.
Pandjaitan, D. R. H. (2018). Perilaku Konsumen Indonesia Memilih Destinasi Wisata Halal. http://repository.lppm.unila.ac.id/12003/
Prayogo, E. F., & Yoestini. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Variabel Mediasi Pada Psis Store. Diponegoro Journal of Management, 11(6), 1–12. http://ejournal-s1.undip.ac.id/index.php/dbr
Punuindoong, D. H. F., Syah, T. Y. R., & Anindita, R. (2020). Affecting Factors over Repurchase Shop Intention at E-Commerce Industry. Journal of Multidisciplinary Academic, 04(02), 2–6.
Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). Pengaruh Social 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
Roshan, P. A. A., & Sudiksa, I. B. (2019). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 8(8), 5164. https://doi.org/10.24843/ejmunud.2019.v08.i08.p17
Salamah, N. H., Triwardhani, D., & Nastiti, H. (2021). Pengaruh Social Media Marketing Terhadap Brand Awareness Pada E-Commerce Hijup. KORELASI (Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi), 2, 249–269. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1189
Sanjaya, A. S. (2021). Pengaruh Dimensi Social Media Marketing Terhadap Minat Beli Climatethirty.
Septiani, S., & Indraswari, R. (2018). Factors Affecting Consumer Behaviour on Halal Cosmetic Product in Bogor. Jurnal Manajemen Dan Organisasi (JMO), 9(1), 59–73.
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001–015. https://doi.org/10.35212/277621
Setiawan, I. B. P. A., & Aksari, N. M. A. (2020). Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(6), 2352. https://doi.org/10.24843/ejmunud.2020.v09.i06.p15
Sitorus, S. A., et al. (2022). Brand Marketing: The Art Of Branding.
Sudirjo, F. (2021). Social Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District. 12(01), 78–92. https://doi.org/10.32832/jm-uika.v12i1.3985
Sijoatmodjo, F. A. & V. S. (2021). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Merek “Keekho. Performa, 5(6), 458–465. https://doi.org/10.37715/jp.v5i6.1823
Shilvina Widi. (2023). Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023.
Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2021). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 10(2), 145. https://doi.org/10.24843/ejmunud.2021.v10.i02.p03
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK. ALFABETA.
Tanti Prita Hapsari, & Laksmindra Saptyawati. (2022). Analisis Perbandingan Pengaruh Endorser Terhadap Keputusan Pembelian Yang Dimediasi Oleh Brand Awareness. Journal Competency Of Business, 6(2), 108–125.
Takaya, R. (2019). Effect of Endorser Credibility, Brand Credibility, Self-Brand Connection on Brand Equity. Business and Entrepreneurial Review, 18(2), 115–132. https://doi.org/10.25105/ber.v18i2.5309
Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik). Widya Cipta, 2(2), 271–278. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
Upadana, M. wahyu K., & Pramudana, K. A. S. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1921. https://doi.org/10.24843/ejmunud.2020.v09.i05.p14
Vashty Ghassany Shabrina. (2019). Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia, 1(2), 131–141.
Widyaningrum, P. W. (2019). Pengaruh Label Halal, Kesadaran Halal, Iklan, dan Celebrity Endorser terhadap Minat Pembelian kosmetik melalui variabel Persepsi sebagai Mediasi (Studi Pada Civitas Akademika Universitas Muhammadiyah Ponorogo). Capital: Jurnal Ekonomi Dan Manajemen, 2(2), 74. https://doi.org/10.25273/capital.v2i2.3984
Yuliana, Y., & Kristiana, V. (2021). Ilomata International Journal of Management ( IJJM ). 2(1), 51–55. https://doi.org/10.52728/ijjm.v2i4.263
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117(May), 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001
Diterbitkan
2023-07-25
##submission.howToCite##
Sultan Hasan Nudin, & R.A. Nurlinda. (2023). Pengaruh Social Media Marketing Dan Celebrity Endorser Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Intervening. Jurnal Bintang Manajemen, 1(3), 160-184. https://doi.org/10.55606/jubima.v1i3.1868
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