The role of celebrity endorser toward brand attitude and purchase intention

The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.

Demam Korea: Minat Beli Terhadap Produk Kecantikan Korea (K-Beauty)

This research aims to examine the effect of brand image, celebrity endorser, country of origin and electronic word of mouth on buying interest in Korean beauty products (K-Beauty). The method used is quantitative associative. The sampling technique used is accidental sampling as many as 108 respondents. Data was collected by distributing online questionnaires via google form. The collected data was analyzed using Structural Equation Modeling (SEM) which consists of two stages, namely the measurement model and the structural model with IBM SPSS AMOS software version 20 and index number analysis as descriptive analysis. The results of the analysis show that brand image has a positive and significant effect on buying interest in Korean beauty products (K-Beauty), celebrity endorser has a positive and insignificant effect on buying interest in Korean beauty products (K-Beauty), while country of origin and electronic word of mouth have a negative and insignificant effect on buying interest in Korean beauty products (K-Beauty).

Pengaruh Harga Dan Celebrity Endorser Terhadap Minat Beli Shampo Clear (Studi Kasus Pada Mahasiswa Universitas Sari Mutiara Indonesia)

Advertising through celebrity endorsers is currently in great demand to introduce and promote products to the public. The use ofadvertisements is celebrity endorser considered effective to increase product sales, this is because the development of very fast information flow is supported by the existence of technology that makes consumers able to absorb information and knowledge about a product quickly. Likewise with pricing strategies that can affect consumer buying interest. This study aims to determine the effect of price on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University, celebrity endorser on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University and celebrity endorser on interest in buying shampoo clear to the students of the Sari Mutiara Indonesia University. This research was conducted using a quantitative descriptive method by distributing questionnaires to 100 student respondents at the Sari Mutiara Indonesia University which were analyzed by multiple linear regression, the sampling technique was using Non-Probability Sampling.The results of this study indicate that the price variable (X1) has a significant positive effect on the buying interest variable (Y) while thevariable celebrity endorser (X2) has a significant positive effect on the buying interest variable (Y). It can be concluded that the influence of each variable simultaneously can be seen that Fhitung(117.184) >Ftable (3.09) or sig. of 0.000 < 0.05. The data were statistically processed using SPSS 25 program tools.

Artistic Endorsers are Catalysts for Airlines to Attract Passengers

The purpose of the study is to use the advertisements of four real airline artistic endorsers to analyze the contribution of the artistic endorser to discuss possible marketing strategies through an empirical questionnaire survey approach. Data were collected from the airport. Among them, 411 valid questionnaires were finally recovered. The hypothesis of the research model was tested by the SEM approach. The artistic endorser of the airline plays the role of catalyst in the marketing process to improve the airline's operational performance; this leads to our finding that the celebrity artistic endorsement should be carefully chosen in the airlines so that the image in advertising strategies and passengers' believing in celebrity endorsement would be matched; Airline companies are searching for strategies to develop stable connecting relationships with their passengers and to increase their company revenue by strengthening marketing strategy to deliver messages by utilizing the celebrity endorsement concept of passenger preferred airline based on their trust in celebrity endorser. This study contributes celebrity endorsement to the predictability of recommendation of airlines following artistic endorser sense-making of passengers' paradigm. As expected, the recommendation of airlines is most dominantly influenced by celebrity endorsement. Through empirical research, we supplement the significance of the artistic endorser sense-making perspective.

Celebrity Endorser, Online Customer Review, Online Customer Rating Terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening pada Marketplace Tokopedia

Secara garis besar penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Online Customer Review dan Online Customer Rating secara parsial terhadap Keputusan Pembelian, Pengaruh Celebrity Endorser, Online Customer Review, dan Online Customer Rating secara parsial terhadap Trust, Pengaruh Keputusan Pembelian terhadap Trust, Celebrity Endorser Terhadap Keputusan Pembelian Melalui Trust, Pengaruh Online Customer Review Terhadap Keputusan Pembelian Melalui Trust dan Pengaruh Online Customer Rating Terhadap Keputusan Pembelian Melalui Trust. Populasi dalam penelitian ini adalah seluruh pengguna Tokopedia yang pernah melakukan pembelian di Tokopedia. Penentuan sampel menggunakan metode incidental sampling, dengan teknik pengambilan sampel menggunakan rumus Lameshow' sehingga diperoleh 100 responden. Metode pengumpulan data yang digunakan adalah kuesioner. Metode analisis yang digunakan dalam penelitian ini adalah uji deskriptif, uji kualitas data, uji asumsi klasik, analisis jalur dan uji hipotesis. Hasil analisis dalam penelitian ini menunjukkan bahwa Celebrity Endorser secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, secara parsial Online Customer Review berpengaruh signifikan terhadap Keputusan Pembelian. Online Customer Rating secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kepercayaan Parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kepercayaan tidak mampu menengahi antara Celebrity Endorser, Online Customer Review dan Online Customer Rating pada niat beli. Berdasarkan hasil penelitian, Tokopedia diharapkan dapat terus meningkatkan Keputusan Pembelian dengan memperhatikan faktor-faktor yang mendukung dan mendukung Celebrity Endorser, Online Customer Review, dan Online Customer Rating. .

The Influence Of Word-Of-Mouth Online And Celebrity Endorser On Attitudes And Intentions Of Tourists To Visit Indonesia During The Covid-19 Pandemic

During the COVID-19 pandemic, many community activities were restricted, including visiting tourist destinations. This policy has an impact on the management of tourist areas experiencing losses. This study aims to examine the effect of electronic word of mouth (e-WOM), Celebrity Endorser, on the attitudes and intentions of tourists to visit West Java, Indonesia. Collecting data using a questionnaire with a sample of 180 respondents with convenience sample method The technique of data analysis using Structural Equation Modeling (SEM) of a statistical software package AMOS version 24. The conclusion from hypothesis The results show (1) e-WOM has no significant effect on tourist attitudes, (2) e-WOM has a significant effect on the intention to visit tourists. (3) celebrity endorser has a significant effect on tourist attitudes. (4) celebrity endorser has a significant effect on intentions to visit tourist attractions, (5) tourist attitudes have no significant effect on intentions to visit tourist attractions. The COVID-19 pandemic has become a momentum and taken into consideration to implement Virtual Reality Tourism as a solution before tourists decide to make a tourist visit.

Determinan Niat beli pada Customer Geprek BENSU: Peran E-Wom, Celebrity Endorser dan Customer Attitude

Tujuan dari penelitian ini adalah untuk menjelaskan sikap konsumen sebagai mediasi pengaruh e-wom, celebrity endorser terhadap niat beli. Penelitian ini dilakukan pada customer Geprek Bensu. Pengambilan sampel menggunakan metode nonprobalibility sampling dengan teknik purposive sampling, dengan jumlah responden sebanyak 100 orang. Pengumpulan data menggunakan kuesioner dengan skala likert. Alat bantu pengolahan data menggunakan SPSS for windows versi 23.0. Hasil dari penelitian ini menunjukkan bahwa e-wom dan selebriti endorser memiliki pengaruh positif terhadap sikap konsumen dan niat beli. Namun, sifat konsumen tidak berpengaruh positif terhadap niat beli. Sikap konsumen sebagai variabel mediasi juga tidak berpengaruh positif pada variabel e-wom dan selebriti endorser terhadap niat beli.

PENGARUH SELEBRITY ENDORSER, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (STUDI KASUS MAHASISWI ASRAMA UNDHARI)

Penelitian ini dilakuan untuk mengetahui dan menganalisis seperti apa dampak yang ditimbulkan oleh celebrity endorser, citra merek dan harga terhadap keputusan pembelian kosmetik wardah pada mahasiswi asrama Undhari. Tujuan penelitian ini dilakukan untuk mengetahui dan menganalisis “Pengaruh celebrity endorser, citra merek dan harga terhadap keputusan pembelian kosmetik wardah” (studi kasus mahasiswi asrama Undhari). Penelitian ini menggunakan metode kuantitantif, teknik pengembilan sampel menggunakan non proaility sampling pengambilan data menggunakan kuesioner, responden yang di jadikan sampel adalah sebanyak 105 reponden. Hasil dari penelitian ini menunjukan bahwa secara parsial dan simultan terbukti bahwa celebrity endorser, citra merek dan harga berpengaruh secara signifikan terhadap keputusan pembelian. Nilai Adjusted R Square nya adalah 0,789 yang berarti semua variable independen dapat menjelaskan sebesar 78,9% terhadap variable dependen. Sementara sisanya 21,1% dapat dijelaskan oleh faktorl ainnya yang tidak diuji dalam penelitian ini. Kata Kunci : celebrity endorser, citra merek, harga, keputusan pembelian

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness

This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.