Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia

Devie Rusiana; Sri Setyo Iriani; Andre Dwijanto Witjaksono

doi:10.30588/jmp.v12i2.1081

Authors

Devie Rusiana Universitas Negeri Surabaya, Surabaya, East Java
Sri Setyo Iriani Universitas Negeri Surabaya, Surabaya, East Java
Andre Dwijanto Witjaksono Universitas Negeri Surabaya, Surabaya, East Java

DOI:

https://doi.org/10.30588/jmp.v12i2.1081

Keywords:

Brand Image, Buying interest, Celebrity Endorser, E-WOM

Abstract

The era of technology, business competition, and increasingly rapid business growth requires companies to have an efficient and effective marketing strategy. One of the marketing strategies that can generate buying interest is celebrity endorsers and electronic word of mouth (E-WOM). The purpose of this research is to find out how much influence the celebrity endorser and E-WOM variables have on buying interest with the brand image as a mediating variable in Tokopedia e-commerce. This research is of the type of explanatory research with research subjects, namely all consumers who know Tokopedia e-commerce. Determination of the research sample using purposive sampling method with a total of 120 respondents. The processing of this research data uses Partial Least Square (PLS) analysis as a data analysis technique, namely SmartPLS as a tool for processing data. The results of this study indicate that celebrity endorsers have a positive and significant influence on purchase intention, while E-WOM does not have a significant influence on the purchase intention of Tokopedia consumers. Furthermore, celebrity endorsers, E-WOM, and brand image have a positive and significant influence on the buying interest of Tokopedia consumers. Based on the mediation test, the results of this study found that Tokopedia's brand image was able to mediate the influence of celebrity endorsers and E-WOM on consumer buying interest.

Author Biographies

Devie Rusiana, Universitas Negeri Surabaya, Surabaya, East Java

Management Department

Sri Setyo Iriani, Universitas Negeri Surabaya, Surabaya, East Java

Management Department

Andre Dwijanto Witjaksono, Universitas Negeri Surabaya, Surabaya, East Java

Management Department

References

Agatha, C., Tumbel, A., & Soepeno, D. (2019). Pengaruh Brand Image dan Electronic Word of Mouth terhadap Minat Beli Konsumen Oriflame di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(1), 131-140. https://doi.org/10.35794/emba.v7i1.22291.

Ahdiat, A. (2022). 10 E-commerce dengan Pengunjung Terbanyak Kuartal II 2022. Katadata Media Network, databoks, 21 November. Retrieved from: https://databoks.katadata.co.id/datapublish/2022/11/21/10-e-commerce-dengan-pengunjung-terbanyak-kuartal-ii-2022.

Algiffary, M. A., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia. Andalas Management Review (AMAR), 4(2), 16-31. https://doi.org/10.25077/amar.4.2.16-31.2020.

Ardana, Y. A., & Rastini, N. M. (2018). Peran Citra Merek Memediasi Pengaruh E-WOM terhadao Minat Beli Smarthphone Samsung di Kota Denpasar. E-Jurnal Manajemen Unud, 7(11), 2901-5929. https://doi.org/10.24843/ejmunud.2018.v07.i11.p04.

Ash-shiddieq, F. N. T., & Saraswati, T. G. (2014). Pengaruh Celebrity Endorser Valentino Rossi terhadap Brand Image Sepeda Motor Yamaha (Studi pada Mahasiswa Fakultas Komunikasi dan Bisnis, Universitas Telkom). e-Proceedings of Management, 1(3),

Bulan, S. I. S., & Sudrajat, R. H. (2019). Pengaruh Penggunaan Celebrity Endorser Arief Muhammad di Instagram terhadap Brand Image Erigo Store. Sospol: Jurnal Sosial Politik, 5(2), 322-332. https://doi.org/10.22219/sospol.v5i2.8505

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345

Damayanti, Y. (2019). Kajian Literatur Efektivitas Electronic Word Of Mouth (E-Wom) Dalam Meningkatkan Minat Beli Konsumen Di Sosial Media. Jurnal Manajemen dan Inovasi (MANOVA), 2(1), 31-45. https://doi.org/10.15642/manova.v2i1.354.

Febrian, A., & Fadly, M. (2021). Brand Trust as Celebrity Endorser Marketing Moderator’s Role. Jurnal Aplikasi Manajemen (JAM), 19(1), 207-216. http://dx.doi.org/10.21776/ub.j am.2021.019.01.19.

Febriani, R., & Khairusy, M. A. (2020). Analisis Pengaruh Celebrity Endorser/Brand Ambasador, Harga dan Desain Produk yang Dimediasi oleh Citra Merek terhadap Keputusan Pembelian di Online Shop Shopee. Progress: Jurnal Pendidikan, Akuntansi dan Keuangan, 3(1), 91-110. https://doi.org/10.47080/progress.v3i1.782

Ferdinand, A. T. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi. Semarang: Universitas Diponegoro.

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I., & Latan, H. (2015). Partial Least Saquares: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.

Hair J.F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Seventh Edition. New Jersey: Pearson Prentice-Hall.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-mouth via Consumer-opinion platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073.

Herdiana, T., & Alamsyah, D. P. (2017). Country of Origin dan Citra Merek: Upaya Meningkatkan Minat Beli Konsumen. Jurnal Inspirasi Bisnis dan Manajemen, 1(1), 31-40. https://doi.org/10.33603/jibm.v1i1.488.

Jalilvand, M. R., & Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelligence & Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946.

Janah, N. R., & Suswardji, E. (2021). Pengaruh Citra Merek Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Kecantikan Wardah. Costing: Journal of Economic, Bussines and Accounting, 4(2), 690-697. https://doi.org/10.31539/costing.v4i2.1729.

Juliandi, A. (2018). Structural Equation Model Partial Least Square (SEM-PLS) dengan SmartPLS. Universitas Batam, Modul Pelatihan, 16-17 Desember. Retieved from: https://zenodo.org/record/2532119#.ZAc14nZBzIU.

Kadarisman, H., & Ariyani, N. (2021). Hubungan e-Word of Mouth dan Citra Merk dengan Minat Membeli pada Perbankan Syariah di Indonesia. Management & Accounting Expose, 1(2). https://doi.org/10.36441/mae.v1i2.84

Kamtarin, M. (2012). The Effect of Electronic Word of Mouth, Trust, and Perceived Value on Behavioral Intention from the Perspective of Consumers. International Journal of Academic Research in Economics and Management Sciences, 1(4).

Kotler, P. (2007). Manajemen Pemasaran (Edisi 12). New Jersey: Prentice-Hall.

Kotler, P., & Amstrong, G. (2012). Principels of Marketing. New York: Pearson Education.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (Jilid. 1). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran (Jilid 2). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. New York: Pearson Education.

Kusuma, A. F. (2022). Pengaruh Electronic Word of Mouth terhadap Minat Beli Konsumen: Peran Mediasi Citra Merek. Jurnal Fokus Manajemen Bisnis, 12, 30–42. https://doi.org/2 https://doi.org/10.12928/ /fokus.v12i1.5717.

Kuswibowo, C., & Murti, A. K. (2021). Analisis Pengaruh Brand Image, Promotion, dan Electronic Word of Mouth terhadap Minat Beli pada Aplikasi Online Shop. Jurnal Manajemen Industri dan Logistik, 5(1), 53-61. https://doi.org/10.30988/jmil.v5i1.726.

Laudon, K. C., & Traver, C. G. (2012). E-Commerce 2012: Business, Technology, Society -8/E. (8th edition). Harlow: Pearson Education.

Litvin, S.W., Goldsmith, R.E. & Pan, B. (2008). Electronic-Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468. https://doi.org/https://doi.org/10.1016/j.tourman.2007.05.011.

Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram dan E-WOM (Electronic Word of Mouth) terhadap Minat Beli serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101-115. https://doi.org/10.32528/ipteks.v5i1.3024.

Maskuri, M. A., Kurniawan, E. N., Wardani, M. K., & Andriyani, M. (2019). Kepercayaan, Kemudahan Penggunaan, dan Electronic Word of Mouth terhadap Minat Beli Online. Jurnal Manajemen Kewirausahaan, 16(2), 139-150. https://doi.org/10.33370/jmk.v16i2.348.

Mintz, O., & Currim, I. S. (2013). What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-mix Activities? Journal of Marketing, 77(2), 17-40. https://doi.org/10.1509/jm.11.0463.

Nur, A. A. (2012). Pengaruh Promosi Penjualan Pakaian Wanita di Group Blackberry Messenger terhadap Minat Beli Mahasiswi Ilmu Komunikasi Universitas Hasanuddin. Thesis. Retrieved from: https://onesearch.id/Record/IOS5831.123456789-1836/TOC.

Pasaribu, R. M., & Sugiarto, A. (2019). Pengaruh E-WOM Terhadap Peralihan Merek Dengan Citra Merek Sebagai Variabel Mediasi. Journal of Economics and Business, 1(01), 40-51. https://doi.org/10.36655/jeb.v1i1.61.

Rachmawan, R. F., Rachma, N., & Hufron, M. (2018). Pengaruh Iklan Internet dan Electronic Word of Mouth (E-WOM) terhadap Minat Beli Situs Online Shopee pada Mahasiswa di FEB Manajemen Universitas Islam Malang. E-JRM: Elektronik Jurnal Riset Manajemen.

Rohman, I. Z., & Indaryadi, A. I. K. (2020). Pengaruh celebrity endorser, brand image, brand loyalty, dan perceived quality terhadap minat beli konsumen dan dampaknya terhadap intensi rekomendasi. Jurnal Kajian Manajemen Bisnis, 9(2), 80-91. https://doi.org/10.24036/jkmb.10955000.

Rosendorff, D. (2003). Brand Boosting-Blurring the Line between Entertainment and Endorsement. Australian Screen Education, 32, Retrieved from: https://go.gale.com/ps/i.do?p=AONE&u=googlescholar&id=GALE|A108551735&v=2.1&it=r&sid=AONE&asid=b24393ec.

Rosyadi, A. (2018). Pengaruh Iklan Televisi dan Persepsi Konsumen terhadap Citra Merek Teh Botol Sosro. Jurnal Manajemen Dan Bisnis (Performa), 15(1), 66-74. https://doi.org/10.29313/performa.v0i1.3623.

Royan, F. M. (2005). Marketing Celebrities: Selebriti dalam Iklan dan Strategi Selebriti Memasarkan Diri Sendiri. Jakarta: Elex Media Komputindo.

Sampurno, N. V., Ciakrawinata, C. P., & Jokom, R. (2019). Pengaruh Karakteristik Selebriti Endorser terhadap Minat Beli melalui Kesadaran Merek Hotel di Instagram. Jurnal Manajemen Perhotelan, 5(1), 36-44. https://doi.org/10.9744/jmp.5.1.36-44.

Semuel, H., & Lianto, A. S. (2014). Analisis E-WOM, Brand Image, Brand Trust dan Minat Beli Produk Smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7-54. https://doi.org/10.9744/pemasaran.8.2.7-54.

Shimp, T. A. (2003). Periklanan & Promosi: Komunikasi Pemasaran Terpadu. Jilid1-5/E. Alih bahasa/editor: Yahya, D. K., Saat, S., & Kristiaji, W. K. Jakarta: Erlangga.

Shimp, T. A. (2007). Integrated Marketing Communications in Advertising and Promotion. 7th Edition. Thomson South-Western/Cengage Learning.

Simamora, B. (2004). Panduan Riset Perilaku Konsumen. Jakarta: Gramedia Pustaka.

Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164.

Suhardi, D., & Irmayanti, R. (2019). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen. Jurnal Inspirasi Bisnis dan Manajemen, 3(1), 53-62. https://doi.org/10.33603/jibm.v3i1.2086.

Susanto, W. K., & Keni, K. (2018). Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6), 68-73. https://doi.org/10.24912/jmbk.v2i6.4910.

Sutisna, S. (2003). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: Ghalia Indonesia.

Tangka, G. C., & Dotulong, L. O. H. (2022). Pengaruh Iklan dan Citra Merek terhadap Minat Beli dan Keputusan Pembelian Sepatu Merek Ventela (Ventela Shoes) Studi pada Mahasiswa Jurusan Manajemen Fakulas Ekonomi Unsrat Angkatan 2018. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis, dan Akuntansi, 10(1), 383-392. https://doi.org/10.35794/emba.v10i1.37974.

Widyaningrum, P. W. (2019). Pengaruh Label Halal, Kesadaran Halal, Iklan, dan Celebrity Endorser terhadap Minat Pembelian kosmetik melalui variabel Persepsi sebagai Mediasi (Studi pada Civitas Akademika Universitas Muhammadiyah Ponorogo). Capital: Jurnal Ekonomi dan Manajemen, 2(2), 74-97. https://doi.org/10.25273/capital.v2i2.3984.

Yulianto, M. R., & Soesanto, H. (2020). Analisis Pengaruh Electronic Word of Mouth terhadap Kepercayaan dan Citra Merek Serta Dampaknya terhadap Keputusan Pembelian (Studi pada Konsumen Lazada.co.id di Semarang). Diponegoro Journal of Management, 9(1).

Yusron, S., Rachma, N., & Hufron, M. (2019). Pengaruh Celebrity Endorser terhadap Minat Beli melalui Citra Merek sebagai Variabel Intervening pada Pengguna Kosmetik Pixy di Toko Aster Malang. E – Jurnal Riset Manajemen, 51-62. Retrieved from: https://scholar.google.co.id/scholar?oi=bibs&hl=id&cluster=11846236433465515463#d=gs_qabs&t=1678201718852&u=%23p%3DO46vKk9C6qcJ

Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58-62. https://doi.org/10.4236/ojbm.2015.31006.