The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men

I Made Rai Arya Sedana; Luh Putu Mahyuni

doi:10.35877/454RI.qems2802

I Made Rai Arya Sedana Universitas Pendidikan Nasional, Denpasar 80224, Indonesia (ID)
Luh Putu Mahyuni Universitas Pendidikan Nasional, Denpasar 80224, Indonesia (ID)

https://doi.org/10.35877/454RI.qems2802

Keywords: Awareness, Brand Image, Celebrity Endorsers,Purchase Decisions, Purchase Interest

Viewed = 0 time(s)

Abstract

The aims of this research is to determine the influence of celebrity endorsers and brand image on brand awareness on purchase decisions for MS Glow for Men products. This type of research is quantitative using secondary data via Instagram online. The population in this study involved all users of Ms Glow for Men products in Denpasar City (Ms. Glow for Man, Denpasar). The sample in this study by 144 respondents. The data collection technique questionnaires using the Google form. Data processing for descriptive analysis used SPSS statistical application software and analyzed using SElM with the help of Partial Least Squares (PLS) software. Celebrity endorsers and brand image have a positive and significant influence on consumer purchase decisions and consumer purchase interest. Brand awareness has a positive and significant influence on consumer purchase decisions and consumer purchase interest. Purchase interest has a positive and significant influence on consumer purchase decisions. The relationship between the brand image construct and purchase decisions can be mediated by the purchase interest construct. Then, the relationship between the celebrity endorser construct and purchase decisions can be mediated by the purchase interest construct. The results of this analysis indicate that the better the endorser's ability to introduce and promote products as consumers' purchase interest increases, this will also increase their purchase decisions.

References

Afriani, F., Wijayanto, G., Rahayu, D. D., Manajemen, M. J., Ekonomi, F., Bisnis, D., Riau, U., Dosen, ), & Manajemen, J. (2021). The Effect Of Price Perception And Promotion On Buying Interest And Purchase Decisions For Glass Tea Drinking Products In Pekanbaru City. Juli-Desember, 8, 1.

Aw, E. C. X., & Labrecque, L. I. (2023). Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions. Journal of Advertising, 52(3). https://doi.org/10.1080/00913367.2022.2066034

Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1). https://doi.org/10.1108/JFMM-07-2018-0091

Chung, Y. J., Lee, S. S., & Kim, E. (2023). The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts. Journal of Current Issues and Research in Advertising, 44(2). https://doi.org/10.1080/10641734.2022.2155891

Davies, G., Rojas-Méndez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality: theory and dimensionality. Journal of Product and Brand Management, 27(2). https://doi.org/10.1108/JPBM-06-2017-1499

Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147

Gunawan, L., Haryono, S., & Andreani, F. (2021). Sosial Media Influencer, Brand Awareness, And Purchase Decision Among Generation Z In Surabaya. Jurnal Manajemen Dan Kewirausahaan, 23(1).

Haro, A., Oktaviana, D., Trimulia Dewi, A., Anisa, W., & Suangkupon, A. (2020). The Influence of Brand Image and Service Quality towards Purchase Intention and Its Impact on the Purchase Decision of Samsung Smartphone. KnE Social Sciences. https://doi.org/10.18502/kss.v4i6.6609

Isa, N. F., Annuar, S. N. S., Gisip, I. A., & Lajuni, N. (2020). Factors influencing online purchase intention of millennials and gen z consumers. Journal of Applied Structural Equation Modeling, 4(2). https://doi.org/10.47263/jasem.4(2)03

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5). https://doi.org/10.1108/MIP-09-2018-0375

Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1.

Kholiq, I., & Sari, D. K. (2021). The Influence of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions on Make Over Cosmetic Products in Sidoarjo. Academia Open, 4. https://doi.org/10.21070/acopen.4.2021.2604

Kioek, M. A. C., Ellitan, L., & Handayani, Y. I. (2022). Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare. BIP’s JURNAL BISNIS PERSPEKTIF, 14(1), 11–28. https://doi.org/10.37477/bip.v14i1.242

Lisnawati, Wibowo, L. A., & Suhendro, D. F. (2021). The Influence of Brand Image Towards the Purchase Intention on Family Car. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 187. https://doi.org/10.2991/aebmr.k.210831.098

Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity. Journal of Marketing Research, 56(1). https://doi.org/10.1177/0022243718820548

Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3834011

Mardiana, D., & Sijabat, R. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian. Widya Cipta: Jurnal Sekretari Dan Manajemen, 6(1), 9–13. https://doi.org/10.31294/widyacipta.v6i1.11126

Muhtarom, A., Syairozi, M. I., & Rismayati, R. D. (2022). Analisis Citra Merek, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Dimediasi Minat Beli. Derivatif : Jurnal Manajemen, 16(1), 36–47.

Muslichah, I., & Ibrahim, K. A. (2021). Antecedents of Intention to Buy Non-Muslim Halal Fast Foods: Evidence from the Biggest Muslim Population Country. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 12(2). https://doi.org/10.18196/jbti.v12i2.12759

Nazmabadi, K., & Motameni, A. (2022). The chain coffee shop brand equity and the differences of the consumer segments’ responses to its dimensions based on their brand usage frequency. Journal of Foodservice Business Research. https://doi.org/10.1080/15378020.2022.2109373

Ningsih, L. M., Suyatno, A., & Hastuti, I. (2023). Brand Image, Kualitas Produk, Dan Celebrity Endorser Terhadap Minat Beli Konsumen Kosmetik Ms Glow Di Kota Surakarta. Jurnal Ilmiah ….

Nurlan, F. (2019). Metodologi Penelitian Kuantitatif. CV. Pilar Nusantara.

Osei-Frimpong, K., Donkor, G., & 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). https://doi.org/10.1080/10696679.2018.1534070

Ozdemir, O., Kolfal, B., Messinger, P. R., & Rizvi, S. (2023). Human or virtual: How influencer type shapes brand attitudes. Computers in Human Behavior, 145. https://doi.org/10.1016/j.chb.2023.107771

Porajow, K. C., Kalangi, J. A. ., & Tamengkal, L. F. (2020). Pengaruh Kesadaran Merek Terhadap Keputusan Pembelian Smartphone Xiaomi di Manado. Jurnal Productivity, 1(5), 446–452. https://ejournal.unsrat.ac.id/index.php/productivity

Pradika, N. D., & Setiawan, M. B. (2022). Pengaruh Celebrity Endorsement, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian Produk Ms Glow (di Toko Asa Beauty Ms Glow Semarang). Syntax Literate: Jurnal Ilmiah Indonesia, 7(1).

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526

Reena, M. A. J., Kanthiah, R., Deepak, A., Velaudham, C., & Manivannan, M. (2019). INFLUENCE OF BRAND IMAGE ON PURCHASE INTENTION TOWARDS FMCG PRODUCTS. JETIR.

Rosita, D., & Novitaningtyas, I. (2021). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Wardah pada Konsumen Mahasiswa. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 494–505. https://doi.org/10.31842/jurnalinobis.v4i4.200

Rutter, R. N., Barnes, S. J., Roper, S., Nadeau, J., & Lettice, F. (2021). Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships. Industrial Management and Data Systems, 121(12). https://doi.org/10.1108/IMDS-02-2021-0093

Septianti, W., Setyawati, I., & Permana, D. (2021). The Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables. European Journal of Business and Management Research, 6(6). https://doi.org/10.24018/ejbmr.2021.6.6.807

Shah, Z., Olya, H., & Monkhouse, L. Le. (2023). Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures. International Marketing Review, 40(1). https://doi.org/10.1108/IMR-08-2021-0261

Shanfi Maylita Inggasari, & Retno Hartati. (2022). “Pengaruh Celebrity Endorser, Brand Image, Dan BrandTrust Terhadap Keputusan Pembelian Produk ScarlettWhitening .” Cakrawangsa Bisnis.

Slamet, R., & Aglis, A. H. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan, dan Eksperimen. Deepublish, 373. https://books.google.co.id/books?hl=id&lr=&id=W2vXDwAAQBAJ&oi=fnd&pg=PP1&dq=perbedaan+rumus+lemeshow+dan+rumus+slovin&ots=Zgvj9PLbH0&sig=uwxLm2dtDM_6cwHAI3Ee9H4WlR0&redir_esc=y#v=onepage&q&f=false

Sugiyono 2020. (2020). Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (MIxed Method). The Manager Review, 2Data prim(1).

Tengku Mohd Azzman Shariffadeen, T. S. A., & Manaf, A. M. A. (2019). Celebrity-fan engagement on instagram and its influence on the perception of hijab culture among muslim women in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 35(1). https://doi.org/10.17576/JKMJC-2019-3501-19

Tondang, G. A., & Silalahi, P. R. (2022). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Smarthphone Android. PESHUM : Jurnal Pendidikan, Sosial Dan Humaniora, 1(2), 92–99. https://doi.org/10.56799/peshum.v1i2.55

Yoshia Sirus, B. (2023). Analysis of the Influence of Country of Origin, Brand Awareness, and Perceived Price on The Purchase Decision of MCB Client Products with Perceived Quality as A Mediating Variable. Journal of Social Science (JoSS), 2(6). https://doi.org/10.57185/joss.v2i6.94

Yuan, C., Wang, S., Liu, Y., & Ma, J. W. (2023). Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism. Asia Pacific Journal of Marketing and Logistics, 35(2). https://doi.org/10.1108/APJML-06-2021-0402

Zaki, R. M., Kheir El Din, A., & Elseidi, R. I. (2023). Islamic apparel brand personality model. Journal of Islamic Marketing, 14(2). https://doi.org/10.1108/JIMA-07-2020-0203