INFLUENCE OF CELEBRITY ENDROSEMENT ON PURCHASE INTENTION MEDIATED BY BRAND AWARENESS OF  SKINTIFIC ON TIKTOK

Afrida  dewinta; Bintoro Bagus Purmono; Nur Afifah; Barkah Barkah; Dody Pratama Marumpe

Authors

Afrida dewinta Faculty Of Economics And Business, Universitas Tanjungpura
Bintoro Bagus Purmono Faculty Of Economics And Business, Universitas Tanjungpura
Nur Afifah Faculty Of Economics And Business, Universitas Tanjungpura
Barkah Barkah Faculty Of Economics And Business, Universitas Tanjungpura
Dody Pratama Marumpe Faculty Of Economics And Business, Universitas Tanjungpura

Keywords:

Celebrity endorsement purchase intentions, brand Awareness, Skintific

Abstract

In the current era, many skincare products have emerged. One of the skincare products that is popular and in great demand is Skintific. The large number of skincare products appearing has created intense competition between products. In the face of increasingly fierce competition, Skintific markets its products through celebrity endorsements to promote products. Increasing consumer confidence in a product will cause the product to become better known among the public, leading to increased product sales. The research aims to determine and analyze the influence of celebrity endorsement on purchase intention with brand awareness as a mediating variable for studies on Skintific products through social media TikTok. The data collection method uses a questionnaire with a research sample of 201 respondents. The sampling technique used was purposive sampling using the statistical tools Structural Equation Modeling (SEM) and AMOS 24. This research shows that Celebrity Endorsement has a significant positive impact on Brand Awareness. Celebrity Endorsement also has a significant positive impact on Purchase Intention. Brand Awareness also has a significant impact on Purchase Intention. Brand Awareness can mediate the influence between Celebrity Endorsement and Purchase Intention

Downloads

Download data is not yet available.

References

D. F. Buduri and M. A. F. Habib, “The Effect of Price, Product Quality, and Promotion on The Purchasing Decision of MS Glow Products at MS Glow Tulungagung Branch Agent,” J. Polit. dan Sos. Kemasyarakatan, vol. 15, no. 1, pp. 187–206, 2023.

I. Deva Rukmana, “Data Penjualan dan Strategi Marketing MS Glow VS Skintific Kategori Pelembap Wajah Terlaris,” Compas.co.id. [Online]. Available: https://compas.co.id/article/data-penjualan-top-brand-pelembap-wajah-terlaris/#:~:text=Skintific yang merupakan brand asal,periode 16—30 Juni 2022.

F. S. Dewi and Y. N. Hasanah, “Pengaruh Electronic Word of Mouth (E-Wom), Brand Image dan Brand Trust Terhadap Keputusan Pembelian Bedak Wardah di Indonesia,” J. Ekon. Ef., vol. 5, no. 3, p. 395, 2023, doi: 10.32493/jee.v5i3.28748.

A. D. Rahmadyani, “Viral di TikTok, 5 Produk Skintific Asal Kanada Ini Bisa Mengatasi Skin Barrier sampai Jerawat!,” Beautynesia. [Online]. Available: https://www.beautynesia.id/beauty/viral-di-tiktok-5-produk-skintific-asal-kanada-ini-bisa-mengatasi-skin-barrier-sampai-jerawat/b-250639

H. Herjanto, M. Adiwijaya, E. Wijaya, and H. Semuel, “The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia,” Organ. Mark. Emerg. Econ., vol. 11, no. 1, pp. 203–221, 2020, doi: 10.15388/omee.2020.11.31.

M. F. Finthariasari, R. Ratnawili, and N. Halim, “Purchasing Decisions: The Analysis Effect Of The Variables Life Style, Celebrity Endorser, And Brand Image,” EKOMBIS Rev. J. Ilm. Ekon. dan Bisnis, vol. 10, no. 2, pp. 661–672, 2022, doi: 10.37676/ekombis.v10i2.2224.

V. Azzari and A. Pelissari, “Does brand awareness influences purchase intention? The mediation role of brand equity dimensions,” Brazilian Bus. Rev., vol. 17, no. 6, pp. 669–685, 2020, doi: 10.15728/BBR.2020.17.6.4.

S. T. Adiba, A. Suroso, and N. C. Afif, “The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention,” J. Accounting, Bus. Manag., vol. 27, no. 2, p. 60, 2020, doi: 10.31966/jabminternational.v27i2.700.

D. Vidyanata, “PERAN BRAND CREDIBILITY SEBAGAI MEDIASI PENGARUH STRATEGI CELEBRITY ENDORSEMENT TERHADAP BRAND EQUITY,” Manaj. Teor. dan Terap., vol. 12, p. 282, 2019.

L. K. Manggalania and H. Soesanto, “Pengaruh Celebrity Endorsement , Country of Origin dan Electronic Word of Mouth terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening,” Diponegoro J. Manag., vol. 10, no. 6, pp. 1–15, 2021.

N. Nguyen and G. LeBlanc, “The Impact of Service Employees and Servicescape on Customers’ Perception of Quality Improvement Efforts,” Athens J. Bus. Econ., vol. 7, no. 2, pp. 123–144, 2021, doi: 10.30958/ajbe.7-2-1.

N. Mubarak, Pengaruh Celebrity Endorser Pada Media Sosial Instagram Terhadap Keputusan Pembelian (Survei Online pada Konsumen Produk Erigo Jakarta melalui Instagram) SKRIPSI Diajukan untuk Menempuh Ujian Sarjana pada Fakultas Ilmu Administrasi Universitas Brawijaya. 2018.

H. S. Du, J. Xu, H. Tang, and R. Jiang, “Repurchase Intention in Online Knowledge Service: The Brand Awareness Perspective,” J. Comput. Inf. Syst., vol. 62, no. 1, pp. 174–185, 2022, doi: 10.1080/08874417.2020.1759159.

K. L. Keller and V. Swaminathan, Strategic Brand Management (global edition). 2020.

A. Wardhana, “Brand Image Dan Brand Awareness,” Brand Mark. Art Brand., no. January, pp. 105–116, 2022.

N. N. Hien and T. N. H. Nhu, “The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness,” Cogent Bus. Manag., vol. 9, no. 1, 2022, doi: 10.1080/23311975.2022.2105285.

T. D. Yulian and A. L. Andjarwati, “Pengaruh Brand Awareness, Perceived Quality, Dan Kelompok Acuan Terhadap Niat Beli Honda Pcx 150,” UNEJ e-Proceeding, vol. 150, pp. 515–525, 2018, [Online]. Available: https://jurnal.unej.ac.id/index.php/prosiding/article/download/9209/6165

F. Hameed, I. A. Malik, N. U. Hadi, and M. A. Raza, “Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude,” Online J. Commun. Media Technol., vol. 13, no. 2, 2023, doi: 10.30935/ojcmt/12876.

K. P. Winterich, G. Manish, and G. Rajdeep, “When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements,” J. Mark., vol. 82, 2018, doi: https://doi.org/10.1509/jm.16.0169.

C. Liu, Y. Zhang, and J. Zhang, “The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention,” J. Prod. Brand Manag., vol. 29, no. 6, pp. 783–801, 2020, doi: 10.1108/JPBM-11-2018-2106.

K. Osei-Frimpong, G. Donkor, and N. Owusu-Frimpong, “The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective,” J. Mark. Theory Pract., vol. 27, no. 1, pp. 103–121, 2019, doi: 10.1080/10696679.2018.1534070.

S. Y. Park and Y. Yang, “The effect of celebrity conformity on the purchase intention of celebrity sponsorship brand: The moderating effects of symbolic consumption and face-saving,” J. Glob. Fash. Mark., vol. 1, no. 4, pp. 215–229, 2012, doi: 10.1080/20932685.2010.10593073.

R. A. Qadri and Y. M. Sitompul, “Pengaruh Celebrity Endorsement Terhadap Purchase Intention dan Abstrak,” YUME J. Manag., vol. 5, no. 2, pp. 115–122, 2022.

Z. Lili, A. Al Mamun, N. Hayat, A. A. Salamah, Q. Yang, and M. H. Ali, “Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth,” Front. Psychol., vol. 13, no. March, pp. 1–15, 2022, doi: 10.3389/fpsyg.2022.860177.

S. Tian, W. Tao, C. Hong, and W. H. S. Tsai, “Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness,” Int. J. Advert., vol. 41, no. 6, pp. 1017–1037, 2022, doi: 10.1080/02650487.2021.1940059.

R. Rahman, “Building brand awareness: The role of celebrity endorsement in advertisements,” J. Glob. Sch. Mark. Sci. Bridg. Asia World, vol. 28, no. 4, pp. 363–384, 2018, doi: 10.1080/21639159.2018.1509366.

S. (Sam) Kim, J. Y. (Jacey) Choe, and J. F. Petrick, “The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival,” J. Destin. Mark. Manag., vol. 9, no. November 2016, pp. 320–329, 2018, doi: 10.1016/j.jdmm.2018.03.006.

N. V. Sampurno, C. P. Ciakrawinata, and R. Jokom, “Pengaruh Karakteristik Selebriti Endorser Terhadap Minat Beli Melalui Kesadaran Merek Hotel Di Instagram,” J. Manaj. Perhotelan, vol. 5, no. 1, pp. 36–44, 2019, doi: 10.9744/jmp.5.1.36-44.

T. Utari, “Search Engine Optimization (SEO) Based Branding Strategy in Building Brand Awarenessat Sekolah Tinggi Multi Media Yogyakarta,” Lit. Lit. Soc. impact Cult. Stud. e-ISSN, 2022.

A. H. P. Kusuma et al., Brand Management: Esensi, Posisi dan Strategi, vol. 6, no. 1. 2020.

A. Ali, G. Xiaoling, M. Sherwani, and A. Ali, “Antecedents of consumers’ Halal brand purchase intention: an integrated approach,” Manag. Decis., vol. 56, no. 4, pp. 715–735, Jan. 2018, doi: 10.1108/MD-11-2016-0785.

A. A. N. Pratama, M. L. Hamidi, and E. Cahyono, “The effect of halal brand awareness on purchase intention in indonesia: the mediating role of attitude,” Cogent Bus. Manag., vol. 10, no. 1, 2023, doi: 10.1080/23311975.2023.2168510.

N. Razak, O. S. Themba, and H. Sjahruddin, “Brand awareness as predictors of repurchase intention: Brand attitude as a moderator,” Adv. Soc. Sci. Res. J., vol. 6, no. 2, pp. 541–554, 2019, doi: 10.14738/assrj.62.6264.

A. Dabbous and K. A. Barakat, “Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention,” J. Retail. Consum. Serv., vol. 53, no. November 2018, p. 101966, 2020, doi: 10.1016/j.jretconser.2019.101966.

A. R. Akbar, M. C. I. Kalis, N. Afifah, B. B. Purmono, and I. Yakin, “The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention,” South Asian Res. J. Bus. Manag., vol. 5, no. 1, pp. 10–18, 2023, doi: 10.36346/sarjbm.2023.v05i01.002.

S. Tania, E. Listiana, . Syahbandi, . Ramadania, and N. Afifah, “Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness,” J. Econ. Manag. Trade, no. January, pp. 1–15, 2023, doi: 10.9734/jemt/2023/v29i21075.

L. Al-Mu’ani, M. Alrwashdeh, H. Ali, and K. T. Al-Assaf, “The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude,” Int. J. Data Netw. Sci., vol. 7, no. 3, pp. 1217–1226, 2023, doi: 10.5267/j.ijdns.2023.5.003.

A. Firman, G. B. Ilyas, H. K. Reza, S. D. Lestari, and A. H. P. K. Putra, “The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention,” J. Minds Manaj. Ide dan Inspirasi, vol. 8, no. 1, p. 107, 2021, doi: 10.24252/minds.v8i1.20594.

M. Khan, S. Aziz, B. Afsar, and A. Latif, “The Effect of Job Embeddedness on Turnover Intentions, Work Engagement, and Job Performance,” J. Tour. Hosp., vol. 07, no. 03, 2018, doi: 10.4172/2167-0269.1000354.

Sudaryono, Metodologi Penelitian. Depok: PT. Raja Grafindo, 2018.

W. L. Shiau, M. Sarstedt, and J. F. Hair, “Internet research using partial least squares structural equation modeling (PLS-SEM),” Internet Research, vol. 29, no. 3. 2019. doi: 10.1108/IntR-10-2018-0447.

V. Bakhtvar and M. Piri, “Investigating the effect of celebrity endorsement on brand credibility, corporate credibility, advertising credibility, consumer social status on buy intention,” no. September, 2021, [Online]. Available: https://www.researchgate.net/publication/354527568

L. Setiawan, “Pengaruh Celebrity Endorsement Terhadap Purchase Intention dengan Brand Awareness sebagai Variabel Mediasi pada Produk Green Tea Esprecielo Allure,” Manaj. Pemasar., vol. 12, no. 1, pp. 53–59, 2018, doi: 10.9744/pemasaran.12.1.53.