ANALISIS PERBANDINGAN PENGARUH ENDORSER TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH BRAND AWARENESS
DOI:
https://doi.org/10.47200/jcob.v6i02.1614Keywords:
celebrity endorser, expert endorser, brand awareness and purchasing decisionAbstract
This study examines and compares the effect of using an endorser on purchasing decisions mediated by brand awareness. The endorsers used consisted of celebrity endorsers and expert endorsers. The purpose of this study was to examine 1) the effect of using celebrity endorsers and expert endorsers on purchasing decisions, 2) the effects of using celebrity endorsers and expert endorsers on brand awareness, 3) the effect of brand awareness on purchasing decisions and 4) brand awareness mediates the influence of celebrity endorsers and expert endorser on purchasing decisions. Research on the use of endorsers is important to do to assist companies in making effective strategic policies related to advertising. The respondents selected and used in this study were women in the Special Region of Yogyakarta. The number of questionnaires used was 150 questionnaires, while data analysis was used to test the mediating variable using the path analysis method
References
Ambolau, M.A.P., Kusumawati, A. dan Mawardi, M.K. (2015), “ The Influence Of Brand Awareness and Brand Image on Purchase Decision (Study on Aqua Consumers in Administrative Science Faculty Brawijaya University Class of 2013),” Jurnal Administrasi Bisnis (JAB), Vol. 2 No. 2 F.
Assael, H. (2001), “Consumer Behaviour & Marketing Action,” 6thed. Singapore: Thompson Learning.
Ateke, B.W., Onwujiariri, J.C. dan Nnennanya, D.A. (2015), “The Relationship between Celebrity Endorsement and Brand Image in the Fastfood Industry in Port Harcourt, Nigeria,” European Journal of Business and Management, Vol.7, No.27.
Baron, R.M. and Kenny, D.A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Personality and Social Psychology, Vol. 51, No. 6.
Belch, G.E. dan Belch, M.A. (2013), “A Content Analysis Study of The Use of Celebrity Endorsers in Magazine Advertising,” International Journal of advertising, 32 (3).
Biswas, D., Biswas, A. dan Das, N. (2013), “The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions-The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation,” Journal of Advertising, Vol. 35, No. 2.
Bramantya, Y.B. dan Jatra, M. (2016), “Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Yamaha Jupiter Mx Di Kota Denpasar,” E-Jurnal Manajemen Unud, Vol.5, No.3.
Chan, K., Leung Ng, Y. dan Luk, E.K. (2013), “Impact of Celebrity Endorsement in Advertising On Brand Image Among Chinese Adolescents,” Young Consumers 14.2.
Cizmeci, F. dan Ercan, T. (2015), “The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies,” Megaron, Vol.10, No.2.
Febriana, C.N., Kumadji, S. dan Mawardi, M.M. (2015), Pengaruh Iklan Televisi Terhadap Kesadaran Merek Serta Dampaknya Pada Keputusan Pembelian (Survei pada Mahasiswi Universitas Brawijaya Pengguna Produk TRESemmé),” Jurnal Administrasi Bisnis (JAB), Vol. 25 No. 1.
Ghazali, I. (2005), “Aplikasi Analisis Multivariate dengan Program SPSS,” Semarang: Badan Penerbit Universitas Diponegoro.
Hassan, S.R.U. dan Jamil, R.A. (2014), “Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study,” Journal of Management Info 4 (1).
Hsu, Yi dan Cheng, J.C. (2014), “Maximizing Advertising Effectiveness,” European Journal of Business and Social Sciences, Vol. 3, No. 9. https://www.unilever.co.id/brands/our-brands/lifebuoy.html
Jogiyanto. (2005), “Metodologi Penelitian Bisnis,” Yogyakarta: BPFE
Kotler, P. dan Amstrong, G. (2014), “Principle of Marketing,” 15th edition, New Jersey: Pearson Prentice Hall.
Kotler, P. dan Keller, K (2006), “Marketing Management,” 12 th edition, New Jersey: Pearson Education, Inc.
Kotler, P. dan Keller, K.L. (2012), “Marketing Manajemen,” 14th edition, New Jersey: Pearson Education, Inc.
McCormick, K. (2016), “Celebrity Endorsements: Influence of A Product-Endorser Match on Millennials Attitudes and Purchase Intentions,” Journal of Retailing and Consumer Services.
Natalia, S. dan Rumambi, L.J. (2013), “Analisa Prediksi / Penilai Efektivitas Penggunaan Selebritis Sebagai Brand Endorser Untuk Membangun Brand Image (Studi Kasus Iklan The Face Shop),” Jurnal Manajemen Pemasaran Petra Vol. 1, No. 1.
Pramjeeth, S. dan Khupe, T.M. (2016), “The Influence of Celebrity Endorsement on Consumer Purchasing Behaviour of Alcohol in the South African Market,” J Soc Sci, 46 (1).
Rosi, F. dan Andjarwati, A.L. (2013), “Analisis Perbandingan Pengaruh Endorser Terhadap Sikap Pada Merek Shampo Sunsilk Dan Shampo Pantene,” Jurnal Ilmu Manajemen, Vol.1, No.1.
Salmones, M.D.M.G.D.L., Dominguez, R. dan Herrero, A. (2013), “Communication Using Celebrities in The Non-Profit Sector-Determinants of its Effectiveness,” International Journal of Advertising, 32 (1).
Sertoglu, A.E., Catli, O. dan Korkmaz, S. (2014), “Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey,” International Review of Management and Marketing, Vol. 4, No. 1.
Sivesan, S. (2013), “Impact of Celebrity Endorsement on Brand Equity in Cosmetic Product,” International Journal of Advanced Research in Management and Social Sciences, Vol.2, No.4.
Soliha, E. dan Zulfa, N. (2009), “The Difference In Consumer Risk Perception Between Celebrity Endorser And Expert Endorser In College Advertisements,” Journal of Indonesian Economic and Business, Vol. 24, No. 1.
Sugiyono. (2016). “Metode Penelitian Manajemen.” Bandung: Penerbit Alfabeta.
Sunaryo dan Sudiro, A. (2018), “The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal Logo and Religious Beliefs on Halal Food in Malang Indonesia,” Australasian Journal of Islamic Finance and Business (AJIFB), Vol.4.
Tjiptono, F. (2011), “Manajemen dan Strategi Merek,” Yogyakarta. CV Andi Offset.
Venkatesakumar, R., Riasudeen, S. dan Satish, A.S. (2013), “Celebrity Endorsement on Multiple Products: A Comparison of High Value Versus Low Value Items,” IMJ, Vol.5
Assael, H. (2001), “Consumer Behaviour & Marketing Action,” 6thed. Singapore: Thompson Learning.
Ateke, B.W., Onwujiariri, J.C. dan Nnennanya, D.A. (2015), “The Relationship between Celebrity Endorsement and Brand Image in the Fastfood Industry in Port Harcourt, Nigeria,” European Journal of Business and Management, Vol.7, No.27.
Baron, R.M. and Kenny, D.A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Personality and Social Psychology, Vol. 51, No. 6.
Belch, G.E. dan Belch, M.A. (2013), “A Content Analysis Study of The Use of Celebrity Endorsers in Magazine Advertising,” International Journal of advertising, 32 (3).
Biswas, D., Biswas, A. dan Das, N. (2013), “The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions-The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation,” Journal of Advertising, Vol. 35, No. 2.
Bramantya, Y.B. dan Jatra, M. (2016), “Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Yamaha Jupiter Mx Di Kota Denpasar,” E-Jurnal Manajemen Unud, Vol.5, No.3.
Chan, K., Leung Ng, Y. dan Luk, E.K. (2013), “Impact of Celebrity Endorsement in Advertising On Brand Image Among Chinese Adolescents,” Young Consumers 14.2.
Cizmeci, F. dan Ercan, T. (2015), “The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies,” Megaron, Vol.10, No.2.
Febriana, C.N., Kumadji, S. dan Mawardi, M.M. (2015), Pengaruh Iklan Televisi Terhadap Kesadaran Merek Serta Dampaknya Pada Keputusan Pembelian (Survei pada Mahasiswi Universitas Brawijaya Pengguna Produk TRESemmé),” Jurnal Administrasi Bisnis (JAB), Vol. 25 No. 1.
Ghazali, I. (2005), “Aplikasi Analisis Multivariate dengan Program SPSS,” Semarang: Badan Penerbit Universitas Diponegoro.
Hassan, S.R.U. dan Jamil, R.A. (2014), “Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study,” Journal of Management Info 4 (1).
Hsu, Yi dan Cheng, J.C. (2014), “Maximizing Advertising Effectiveness,” European Journal of Business and Social Sciences, Vol. 3, No. 9. https://www.unilever.co.id/brands/our-brands/lifebuoy.html
Jogiyanto. (2005), “Metodologi Penelitian Bisnis,” Yogyakarta: BPFE
Kotler, P. dan Amstrong, G. (2014), “Principle of Marketing,” 15th edition, New Jersey: Pearson Prentice Hall.
Kotler, P. dan Keller, K (2006), “Marketing Management,” 12 th edition, New Jersey: Pearson Education, Inc.
Kotler, P. dan Keller, K.L. (2012), “Marketing Manajemen,” 14th edition, New Jersey: Pearson Education, Inc.
McCormick, K. (2016), “Celebrity Endorsements: Influence of A Product-Endorser Match on Millennials Attitudes and Purchase Intentions,” Journal of Retailing and Consumer Services.
Natalia, S. dan Rumambi, L.J. (2013), “Analisa Prediksi / Penilai Efektivitas Penggunaan Selebritis Sebagai Brand Endorser Untuk Membangun Brand Image (Studi Kasus Iklan The Face Shop),” Jurnal Manajemen Pemasaran Petra Vol. 1, No. 1.
Pramjeeth, S. dan Khupe, T.M. (2016), “The Influence of Celebrity Endorsement on Consumer Purchasing Behaviour of Alcohol in the South African Market,” J Soc Sci, 46 (1).
Rosi, F. dan Andjarwati, A.L. (2013), “Analisis Perbandingan Pengaruh Endorser Terhadap Sikap Pada Merek Shampo Sunsilk Dan Shampo Pantene,” Jurnal Ilmu Manajemen, Vol.1, No.1.
Salmones, M.D.M.G.D.L., Dominguez, R. dan Herrero, A. (2013), “Communication Using Celebrities in The Non-Profit Sector-Determinants of its Effectiveness,” International Journal of Advertising, 32 (1).
Sertoglu, A.E., Catli, O. dan Korkmaz, S. (2014), “Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey,” International Review of Management and Marketing, Vol. 4, No. 1.
Sivesan, S. (2013), “Impact of Celebrity Endorsement on Brand Equity in Cosmetic Product,” International Journal of Advanced Research in Management and Social Sciences, Vol.2, No.4.
Soliha, E. dan Zulfa, N. (2009), “The Difference In Consumer Risk Perception Between Celebrity Endorser And Expert Endorser In College Advertisements,” Journal of Indonesian Economic and Business, Vol. 24, No. 1.
Sugiyono. (2016). “Metode Penelitian Manajemen.” Bandung: Penerbit Alfabeta.
Sunaryo dan Sudiro, A. (2018), “The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal Logo and Religious Beliefs on Halal Food in Malang Indonesia,” Australasian Journal of Islamic Finance and Business (AJIFB), Vol.4.
Tjiptono, F. (2011), “Manajemen dan Strategi Merek,” Yogyakarta. CV Andi Offset.
Venkatesakumar, R., Riasudeen, S. dan Satish, A.S. (2013), “Celebrity Endorsement on Multiple Products: A Comparison of High Value Versus Low Value Items,” IMJ, Vol.5
Downloads
Published
2023-01-31
How to Cite
Hapsari, T. P., & Saptyawati, L. (2023). ANALISIS PERBANDINGAN PENGARUH ENDORSER TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH BRAND AWARENESS. Journal Competency of Business, 6(02), 108–125. https://doi.org/10.47200/jcob.v6i02.1614
Issue
Section
Articles
