Celebrity Endorser, Product Quality Mempengaruhi Niat Beli Pada E-Commerce Melalui Brand Trust
Abstract
This research aims to test whether Celebrity Endors and Product Quality can partially influence Purchase Intentions in E-Commerce or purchase intentions, as well as the role of brand trust in mediating this influence. This research has a population, namely consumers of Scarlet products, while the sample is 149 consumers of Scarlet Whitening in Bengkulu who were obtained using a questionnaire, and selected through a non-probability sampling technique, namely convenience sampling. Data analysis used using the PLS SEM method for the Smart PLS program. The research results show that Celebrity Endors have a significant and positive influence on brand trust, Product quality has a significant and positive influence on brand trust, Brand trust has a significant and positive influence on purchase intention, Product quality has a significant and positive influence on purchase intention, Celebrity Endors does not have a significant influence on purchase intention through brand trust and Product Quality has a significant influence on purchase intention through brand trust.
References
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Claranita, L. (2020). Analisa Pengaruh Product Quality Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Mediasi Pada Madame Chang Surabaya. Jurnal Strategi Pemasaran, 7(1), 11.
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Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali (Doctoral dissertation, Udayana University).
Febrian, A., & Fadly, M. (2021). Brand trust as celebrity endorser marketing moderator’s role. Jurnal Aplikasi Manajemen, 19(1), 207-216.
Hair, J.F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis.Seventh Edition. New Jersey: Pearson Prentice-Hall.
Hutagaol, R. S. R., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening. Journal Of Social Research, 1(7), 761-772.
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.
Irmawati, D. (2011). Pemanfaatan e-commerce dalam dunia bisnis. Jurnal Ilmiah Orasi Bisnis–ISSN, 2085(1375), 161-171.
Kotler, P. (2005). Manajemen Pemasaran Jilid 1 (11th ed.). PT. Indeks. Jakarta.
Kotler, P., Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management (15th ed.). New Jersy: Pearson Education.
Maulana, S. M. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online. Jurnal Administrasi Bisnis, 29(1).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Permatasari, B. (2019). Pengaruh Daya Tarik, Kepercayaan, Dan Keahlian Celebrity Endorser Terhadap Keputusan Pembelian. TECHNOBIZ: International Journal of Business, 2(2), 76-81.
Purnapardi, M. S., & Indarwati, T. A. (2022).Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136-147.
Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136-147.
Qibtiyah, M. (2021). Pengaruh Product Quality Terhadap Brand Loyalty Dengan Customer Satisfaction Dan Brand Trust Sebagai Variabelintervening (Studi Pada Member Sabun Amoorea Di Kebumen) (Doctoral dissertation, Universitas Putra Bangsa).
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(2), 410-429.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Green Tea Esprecielo Allure. Jurnal Manajemen Pemasaran, 12(1), 53-60.
Sidi, A. P. (2022, January). Urgensi Selebriti Endorser, Harga dan Kualitas Produk dalam Keputusan Pembelian Scarlett Body Whitening. In MDP Student Conference (Vol. 1, No. 1, pp. 127-133).
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. MBIA, 22(1), 88-102.
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. MBIA, 22(1), 88-102.
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention, Mediasi Brand Trust Dan Brand Attitude Pada Produk Skincare. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287.
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention, Mediasi Brand Trust Dan Brand Attitude Pada Produk Skincare. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287.
Zindha, R. N. (2023). Pengaruh Brand Image, Product Quality, Dan Promotion Terhadap Brand Trust Yang Berdampak Pada Purchase Decision Geprek Bensu Di Jakarta (Bachelor's thesis, Fakultas Ekonomi Dan Bisnis UIN Jakarta).
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Consumers Attitude Towards Organic Food. Procedia Economics and Finance, 31(15), 444–452. https://doi.org/10.1016/s2212-5671(15)01219-8
Buaprommee, N., & Polyorat, K. (2023). The antecedents of purchase intention of meat with traceability in Thai consumers. Asia Pacific Management Review, 21(3), 161–169. https://doi.org/10.1016/j.apmrv.2016.03.001
Cahyani, F. G. (2016). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmu Dan Riset Manajemen, 5(3), 1–19.
Hair, J. F., M.Ringle, C., P.Danks, N., M.Hult, G. T., Sarstedt, M., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-80519-7
Ila Nurlita, A., & Anggarani W.P.T, A. (2022). Pengaruh Brand Trust Dalam Memediasi Hubungan Antara Persepsi Kualitas Terhadap Niat Beli Laptop Asus. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(4), 693–708. https://doi.org/10.54443/sinomika.v1i4.372
Kanwar, A., & Huang, Y.-C. (2022). Celebrities Endorsing It, Why Should I Buy It? Journal of Entrepreneurship, Business and Economics, 10(1), 39–75.
Putri, F., & Achsania Hendratmi. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5), 672–680. https://doi.org/10.20473/vol9iss20225pp672-680
Siregar, F. R. A., Sadalia, I., & Sembiring, B. K. F. (2019). The Influence of Celebrity Endorser to the Purchase Intention of Medan Napoleon Cake with Brand Image as Intervening Variable. Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019), 100(Icoi), 619–623. https://doi.org/10.2991/icoi-19.2019.108
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsment Terhadap Purchase Intention Produk Skincare Dengan Brand Trust Dan Brand Attitude Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 274–287. https://doi.org/10.24912/jmieb.v6i2.19301
Delgado-Ballester, E., Munuera-Alemán, J. L., & Yagüe-Guillén, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35–53. https://doi.org/10.1177/147078530304500103
Bahar, A., & Sjahruddin, H. (2017). Pengaruh Kualitas Produkdan Kualitas Pelayanan terhadap Kepuasan Konsumen dan Minat Beli Ulang.Jurnal Organisasi Dan Manajemen,3, 14–34. https://doi.org/10.31227/osf.io/tc2fe
Claranita, L. (2020). Analisa Pengaruh Product Quality Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Mediasi Pada Madame Chang Surabaya. Jurnal Strategi Pemasaran, 7(1), 11.
Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali (Doctoral dissertation, Udayana University).
Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali (Doctoral dissertation, Udayana University).
Febrian, A., & Fadly, M. (2021). Brand trust as celebrity endorser marketing moderator’s role. Jurnal Aplikasi Manajemen, 19(1), 207-216.
Hair, J.F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis.Seventh Edition. New Jersey: Pearson Prentice-Hall.
Hutagaol, R. S. R., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening. Journal Of Social Research, 1(7), 761-772.
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.
Irmawati, D. (2011). Pemanfaatan e-commerce dalam dunia bisnis. Jurnal Ilmiah Orasi Bisnis–ISSN, 2085(1375), 161-171.
Kotler, P. (2005). Manajemen Pemasaran Jilid 1 (11th ed.). PT. Indeks. Jakarta.
Kotler, P., Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management (15th ed.). New Jersy: Pearson Education.
Maulana, S. M. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online. Jurnal Administrasi Bisnis, 29(1).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Permatasari, B. (2019). Pengaruh Daya Tarik, Kepercayaan, Dan Keahlian Celebrity Endorser Terhadap Keputusan Pembelian. TECHNOBIZ: International Journal of Business, 2(2), 76-81.
Purnapardi, M. S., & Indarwati, T. A. (2022).Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136-147.
Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136-147.
Qibtiyah, M. (2021). Pengaruh Product Quality Terhadap Brand Loyalty Dengan Customer Satisfaction Dan Brand Trust Sebagai Variabelintervening (Studi Pada Member Sabun Amoorea Di Kebumen) (Doctoral dissertation, Universitas Putra Bangsa).
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(2), 410-429.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Green Tea Esprecielo Allure. Jurnal Manajemen Pemasaran, 12(1), 53-60.
Sidi, A. P. (2022, January). Urgensi Selebriti Endorser, Harga dan Kualitas Produk dalam Keputusan Pembelian Scarlett Body Whitening. In MDP Student Conference (Vol. 1, No. 1, pp. 127-133).
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. MBIA, 22(1), 88-102.
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. MBIA, 22(1), 88-102.
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention, Mediasi Brand Trust Dan Brand Attitude Pada Produk Skincare. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287.
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention, Mediasi Brand Trust Dan Brand Attitude Pada Produk Skincare. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287.
Zindha, R. N. (2023). Pengaruh Brand Image, Product Quality, Dan Promotion Terhadap Brand Trust Yang Berdampak Pada Purchase Decision Geprek Bensu Di Jakarta (Bachelor's thesis, Fakultas Ekonomi Dan Bisnis UIN Jakarta).
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Consumers Attitude Towards Organic Food. Procedia Economics and Finance, 31(15), 444–452. https://doi.org/10.1016/s2212-5671(15)01219-8
Buaprommee, N., & Polyorat, K. (2023). The antecedents of purchase intention of meat with traceability in Thai consumers. Asia Pacific Management Review, 21(3), 161–169. https://doi.org/10.1016/j.apmrv.2016.03.001
Cahyani, F. G. (2016). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmu Dan Riset Manajemen, 5(3), 1–19.
Hair, J. F., M.Ringle, C., P.Danks, N., M.Hult, G. T., Sarstedt, M., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-80519-7
Ila Nurlita, A., & Anggarani W.P.T, A. (2022). Pengaruh Brand Trust Dalam Memediasi Hubungan Antara Persepsi Kualitas Terhadap Niat Beli Laptop Asus. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(4), 693–708. https://doi.org/10.54443/sinomika.v1i4.372
Kanwar, A., & Huang, Y.-C. (2022). Celebrities Endorsing It, Why Should I Buy It? Journal of Entrepreneurship, Business and Economics, 10(1), 39–75.
Putri, F., & Achsania Hendratmi. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5), 672–680. https://doi.org/10.20473/vol9iss20225pp672-680
Siregar, F. R. A., Sadalia, I., & Sembiring, B. K. F. (2019). The Influence of Celebrity Endorser to the Purchase Intention of Medan Napoleon Cake with Brand Image as Intervening Variable. Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019), 100(Icoi), 619–623. https://doi.org/10.2991/icoi-19.2019.108
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsment Terhadap Purchase Intention Produk Skincare Dengan Brand Trust Dan Brand Attitude Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 274–287. https://doi.org/10.24912/jmieb.v6i2.19301
Delgado-Ballester, E., Munuera-Alemán, J. L., & Yagüe-Guillén, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35–53. https://doi.org/10.1177/147078530304500103
Published
2023-12-08
How to Cite
PUTRI, Indri Destika; HADI, Effed Darta.
Celebrity Endorser, Product Quality Mempengaruhi Niat Beli Pada E-Commerce Melalui Brand Trust.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 12, n. 2, p. 245-256, dec. 2023.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/4530>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/revitalisasi.v12i2.4530.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
