The Effect of Korean Celebrities as Brand Ambassadors on Cosmetic Products Customer’s Purchase Intention in Batam City

Putri Siti Rohaizat(1*), Golan Hasan(2)

(1) Batam International University
(2) Batam International University
(*) Corresponding Author

Abstract


The purposes of this study are to determine the credibility of Korean celebrities as brand ambassadors (attractiveness, trustworthiness, expertise, match-up), the effect of perceived value and EWOM on purchase intention, as well as the influence of attitude toward the brand as a mediation of Korean celebrities’ credibility and purchase intention. It applied quantitative research that was conducted by distributing an online questionnaire consisting of 33 questions. The number of respondents was as many as 479 people who were selected using a non-probability sampling technique with purposive sampling. Statistical descriptive data included the classification of gender, age, occupation, monthly income, and screening outlier data that were tested using SPSS. While PLS was used to evaluate the measurement model (outer model) in order to assess the validity and reliability of the model and evaluation of the structural model (inner model) which aimed to predict the relationship between latent variables. The results indicated that trustworthiness and match-up have a significant influence on attitude toward brand and purchase intention. Then it also influenced the variables perceived value and attitude toward the brand on purchase intention. Meanwhile, attitude toward brand has been considered as a mediator that mediates the relationship between trustworthiness and match-up.


Keywords


Trustworthiness;Match-up;Attitude toward Brand;Perceived Value;EWOM

Article metrics

Abstract views : 151 | views : 0

Full Text:

PDF

References


Abdurrahaman, D. T., Owusu, A., Soladoye, B. A., & Kalimuthu, K. R. (2018). Celebrity Brand Endorsement: A Study on Its Impacts on Generation Y-ers in Nigeria. Asian Journal of Scientific Research, 11(3), 415–427. https://doi.org/10.3923/ajsr.2018.415.427

Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: Why and How of It? Indian Journal of Medical Specialities, 4(2). https://doi.org/10.7713/ijms.2013.0032

Ahmad, R. F., & Azizah, N. (2021). Peran Sikap Pada Iklan Dalam Memediasi Pengaruh Brand Ambassador Terhadap Minat Beli Produk Mie Sedaap Goreng Korean Spicy Chicken. 2(1996), 6.

Al Halbusi, H., & Tehseen, S. (2018). The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper. SocioEconomic Challenges, 2(3), 83–94. https://doi.org/10.21272/sec.3(2).83-94.2018

Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157. https://doi.org/10.1177/2278682119850275

Ali, Z., & Bhaskar, S. B. (2016). Basic statistical tools in research and data analysis. Indian journal of anaesthesia, 60(9), 662.

Anwar, A., & Jalees, T. (2017). Celebrity Endorsement and Consumer Buying. Market Forces - Journal of Management, Business & Economics, XII(October 2016), 29–40.

Aprianingsih, A., Setiawan, M., Affandy, F., Immanuel, B., & Fachira, I. (2020). Factors Affecting Celebrity Endorsement on Purchase Intention through Instagram Fashion Online Shop: An Indonesian Perspective. International Journal of Marketing, Communication and New Media, 8(15).

Baniya, R. (2017). Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers. Journal of Business and Management Research, 2(1–2), 52–65. https://doi.org/10.3126/jbmr.v2i1-2.18151

Cambosa, T. (2021). K-pop Brand Ambassadors: Are They the New ‘Upmarket’ or a ‘Relevancy’ Ploy? Marketech Apac. https://marketech-apac.com/tag/k-pop/

Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.298

Chen, C. C., Hsiao, K. L., & Wu, S. J. (2018). Purchase Intention in Social Commerce: An Empirical Examination of Perceived Value and Social awareness. Library Hi Tech, 36(4), 583–604. https://doi.org/10.1108/LHT-01-2018-0007

Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The Impact of Endorser and Brand Credibility on Consumers’ Purchase Intention: The Mediating Effect of Attitude towards Brand and Brand Credibility. Journal of Marketing Communications, 26(8), 896–912. https://doi.org/10.1080/13527266.2019.1604561

Cui, Y. H., & Bai, Y. L. (2020). Influence of Korean Celebrity Endorsement on Chinese Consumers’ Purchase Intention towards Fashion Goods. 24(6), 149–158.

Dewi, L. G. P. S., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya.

Düsenberg, N., Almeida, V., & Amorim, J. (2016). The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement. Brazilian Business Review, 1–21. https://doi.org/10.15728/edicaoesp.2016.1

Empowering the Indonesian Economy for Stronger Recovery. (2021). United Overseas Bank. https://www.uob.co.id/business-banking/economic-outlook-2022/en/index.html

Etikan, I., & Bala, K. (2017). Biometrics & Biostatistics International Journal Sampling and Sampling Methods. Biometrics & Biostatistics International Journal, 5(6), 215–217.

Ghozali, I. (2021). Partial Least Squares (Konsep, Teknik, dan Aplikasi) Menggunakan Program SmartPLS 3.2.9 (3rd ed.). Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.

Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-Moderated Effects: High and Low Store Image, Brand Awareness, Perceived Value from Mini and Supermarkets Retail Stores. Journal of Retailing and Consumer Services, 55(April), 102117. https://doi.org/10.1016/j.jretconser.2020.102117

Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, 9(1), 64. https://doi.org/10.5539/ijef.v9n1p64

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

Hani, S., Marwan, A., & Andre, A. (2018). The Effect of Celebrity Endorsement on Consumer Behavior: Case of the Lebanese Jewelry Industry. Arab Economic and Business Journal, 13(2), 190–196. https://doi.org/10.1016/j.aebj.2018.11.002

Hansopaheluwakan, S., & Kristiyanto, J. (2020). The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention. August, 916–921.

Hasan, G., & Lim, D. (2021). Menganalisis Efektivitas EWOM pada Customer Purchase Intention dengan Menggunakan Social Networking of Smartphone in Batam. Jurnal Manajemen Universitas Bung Hatta, 16(2), 87-95.

Ifeanyichukwu, C. D. (2016). Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria. International Research Journal of Management, IT & Social Sciences, 3(9), 103. https://doi.org/10.21744/irjmis.v3i9.261

Imani, A. N., & Martini, N. (2021). A Brand Ambassador for Purchasing Decision Mediheal Sheet Mask User's in Karawang. Aptisi Transactions on Management (ATM), 5(2), 121-127.

Intan, R. (2022). Kenapa Banyak Merek Indonesia Pakai BA Artis Korea? Tirto.Id. https://tirto.id/kenapa-banyak-merek-indonesia-pakai-ba-artis-korea-grTZ

Ivana W., & Uturestantix. (2018). Does Brand Image Certainly Mediate Relationships between e-WOM and Purchase Intention? A Case Study of Samsung Smartphone Marketing in Papua. Advances in Social Sciences Research Journal, 5(3). https://doi.org/10.14738/assrj.53.3896

Kemp, S. (2022). Digital 2022: Indonesia. Hootsuite. https://datareportal.com/reports/digital-2022-indonesia?rq=indonesia

Khan, M. M., Memon, Z. & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions: The Role of Perceived Quality and Brand Loyalty. Market Forces College of Management Sciences Volume, 14(2), 99–120. https://ssrn.com/abstract=3670188

Komalasari, F., & Liliani, K. (2021). The Effectiveness of Celebrity Endorsement in Instagram for Local Food Brand on Indonesia’s Customers Attitude Towards Brand and Purchase Intention. Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020), 535, 525–532. https://doi.org/10.2991/assehr.k.210304.119

Konuk, F. A. (2018). The Role of Store Image, Perceived Quality, Trust and Perceived Value in Predicting Consumers’ Purchase Intentions towards Organic Private Label Food. Journal of Retailing and Consumer Services, 43(April), 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011

Latan, H., & Noonan, R. (2017). Partial least squares path modeling: Basic concepts, methodological issues and applications. Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications, 1–414. https://doi.org/10.1007/978-3-319-64069-3

Li, Z., Shu, S., Shao, J., Booth, E., & Morrison, A. M. (2021). Innovative or not? The Effects of Consumer Perceived Value on Purchase Intentions for The Palace Museum’s Cultural and Creative Products. Sustainability (Switzerland), 13(4), 1–19. https://doi.org/10.3390/su13042412

Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035

Mashwama, V. (2016). Brand Endorsements: A Study into the Opportunity of Using Spokes-Characters as Brand Endorsers. Business & Social Jornal, 1(January 2016), 4518–4555.

Mayningsih, T., Nugroho, A., & Sihite, J. (2021). Analysis Regarding the Influence of Celebrity Endorsement, Advertising, Electronic Word of Mouth towards the Purchase Intention of Smartfren Internet Services. 23(1), 7–16. https://doi.org/10.9790/487X-2301040716

Nelson, N. (2021). Effective Advertising Makes People Remember Your Name. Wolters Kluwer. https://www.wolterskluwer.com/en/expert-insights/effective-advertising-makes-people-remember-your-name

Nuseir, M. T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries – A Case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059

Park, H. J., & Lin, L. M. (2020). The Effects of Match-ups on The Consumer Attitudes toward Internet Celebrities and Their Live Streaming Contents in the Context of Product Endorsement. Journal of Retailing and Consumer Services, 52(November 2018), 101934. https://doi.org/10.1016/j.jretconser.2019.101934

Putra, T. R. I., Ridwan, & Kalvin, M. (2020). How Electronic Word of Mount (E-Wom) Affects Purchase Intention with Brand Image As A Mediation Variable: Case of Xiaomi Smartphone in Student. Journal of Physics: Conference Series, 1500(1). https://doi.org/10.1088/1742-6596/1500/1/012094

Rahman, A. M., Abir, T., Yazdani, D. M. N.-A., Hamid, A. B. A., & Mamun, A. Al. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452

Rofiq, A., & Suyono, J. (2019). The Effect of Price, Product Quality, and Electronic Word of Mouth (Ewom) on the Intention. Journal of World Conference, 203–210.

Rosara, N. A., & Luthfia, A. (2020). Factors Influencing Consumer’s Purchase Intention on Beauty Products in Youtube. Journal of Distribution Science, 18(6), 37–46. https://doi.org/10.15722/jds.18.6.202006.37

Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847

Salehzadeh, R., & Pool, J. K. (2017). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311

Saputro, A., & Sugiharto, S. (2018). Pengaruh Digital Marketing dan Brand Ambassador dalam Membentuk Brand Identity sebagai Variabel Intervensi terhadap Purchase Intention Pada Produk Markobar. 1–8.

Seiler, R., & Kucza, G. (2017). Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis–An Integrated Model. Journal of International Scientific Publications, 11(1314–7242), 1–15.

Sheeraz, M., Khattak, A. K., Mahmood, S., & Iqbal, N. (2016). Mediation of Attitude toward Brand on the Relationship between Service Brand Credibility and Purchase Intentions. Pakistan Journal of Commerce and Social Sciences, 10(1), 149–163. http://hdl.handle.net/10419/188245%0AStandard-Nutzungsbedingungen:

Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69, 21-29.

Silva, S. C., Duarte, P., Machado, J. C., & Martins, C. (2020). Cause-related Marketing in Online Environment: The Role of Brand-cause Fit, Perceived Value, and Trust. International Review on Public and Nonprofit Marketing, 17(2), 135–157. https://doi.org/10.1007/s12208-019-00237-z

Triadanti. (2019). Jadi Gaya Hidup, Benarkah Fans KPop Kaya Raya atau Cuma Modal Kuota? IDN Times. https://www.idntimes.com/hype/entertainment/danti/jadi-gaya-hidup-benarkah-fans-kpop-kaya-raya-atau-cuma-modal-kuota/7

Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9. https://doi.org/10.1051/e3sconf/202014205001

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility via Celebrity Endorsement Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042

Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002

Wongweeranonchai, P., & McClelland. (2016). The Influence of Perceived Celebrity Endorser Credibility in Advertising on Purchase Intention of Thai Consumers. Journal of Communication and Innovation, 3(2), 115–136.

World Economic Outlook - Recovery During a Pandemic. (2021). International Monetary Fund. https://www.imf.org/en/Publications/WEO/Issues/2021/10/12/world-economic-outlook-october-2021

Wuisan, D., Kananda, I. L., & Saputra, M. A. (2021). The Effect of Celebrity Endorsement on Purchase Intention of Adidas Products Mediated by Customer’s Attitude Toward Brand. ADI International Conference Series, 525–533




DOI: https://doi.org/10.35314/inovbiz.v10i2.2799

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Putri Siti Rohaizat

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


This Journal has been listed and indexed in :

Copyright of Jurnal Inovasi Bisnis (p-ISSN : 2338-4840, e-ISSN : 2614-6983)

Creative Commons License
Inovbiz: Jurnal Inovasi Bisnis is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri Bengkalis 
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711 
E-mail: inovbiz@polbeng.ac.id
www.polbeng.ac.id

View Inovbiz Statistics