Peran Promosi Penjualan “Korean Wave” sebagai Mediator Brand Ambassador dengan Minat Beli Konsumen Produk “Somethinc”

Monica Angelia, Umu Khouroh

Abstract


This study investigates the effect of brand ambassadors and sales promotion on purchase intention and the mediating role of sales promotion in the relationship between brand ambassadors and purchase intention. The research was conducted through a closed survey and Partial Least Square modeling on a sample of consumers who had used cosmetic “somethinc”. The results of the study show that brand ambassadors do not influence consumers’ purchase intention, on the contrary, sales promotion influences purchase intention positively. Another finding is that sales promotion mediates the relationship between brand ambassadors and purchase intention. Therefore, this paper highlights the importance of paying attention to sales promotions that are used to increase purchasing intention which ends in purchasing decisions. Although the findings of this study are limited to brand ambassadors and sales promotion, this opens the way for further research on this topic, especially regarding the various perceptions of sales promotion carried out and appropriate sales promotion techniques, both among academics and marketing practitioners.


Full Text:

PDF

References


Agrawal, J., & Kamakura, W. A. (1995). The Economic Worth of Celebrity Endorsers: An Event Study Analysis. Journal of Marketing, 59(3), 56–62. https://doi.org/10.2307/1252119

Ahmad, A. H., Ishak, A., Moen, J. A., & Well, A. C. (2008). Small retailers and entrepreneurs’ perceptions on the departmental store development: a Malaysian case study. International Review of Business Research Papers, 4(1), 1–10.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T

Armitage, C. J., & Conner, M. (2000). Social cognition models and health behaviour: A structured review. Psychology & Health, 15(2), 173–189. https://doi.org/10.1080/08870440008400299

Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57–61.

Azzahra, A. (2021). Pengaruh brand ambassador korea dan promosi penjualan terhadap minat beli konsumen clio professional. Politeknik Negeri Jakarta.

Bagozzi, R. P., Tybout, A. M., Craig, C. S., & Sternthal, B. (1979). The Construct Validity of the Tripartite Classification of Attitudes. Journal of Marketing Research, 16(1), 88–95. https://doi.org/10.1177/002224377901600113

Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102532

Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537

Borges-Tiago, M. T., Tiago, F., & Cosme, C. (2019). Exploring users’ motivations to participate in viral communication on social media. Journal of Business Research, 101, 574–582. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.11.011

Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071

Chen, S.-F. S., Monroe, K. B., & Lou, Y.-C. (1998). The effects of framing price promotion messages on consumers’ perceptions and purchase intentions. Journal of Retailing, 74(3), 353–372. https://doi.org/https://doi.org/10.1016/S0022-4359(99)80100-6

Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In Modern methods for business research. (pp. 295–336). Lawrence Erlbaum Associates Publishers.

Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/https://doi.org/10.1002/mar.20550

CNN Indonesia. (2021). 5 Jenis Makeup dan Skincare Paling Diminati Sepanjang 2021. Https://Www.Cnnindonesia.Com/. https://www.cnnindonesia.com/gaya-hidup/20211222140140-277-737274/5-jenis-makeup-dan-skincare-paling-diminati-sepanjang-2021

Derdenger, T. P., Li, H., & Srinivasan, K. (2018). Firms’ Strategic Leverage of Unplanned Exposure and Planned Advertising: An Analysis in the Context of Celebrity Endorsements. Journal of Marketing Research, 55(1), 14–34. https://doi.org/10.1509/jmr.16.0260

Deval, H., Mantel, S. P., Kardes, F. R., & Posavac, S. S. (2013). How naive theories drive opposing inferences from the same information. Journal of Consumer Research, 39, 1185–1201. https://doi.org/10.1086/668086

Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: the influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36–46. https://doi.org/10.1108/17473611011025993

Drechsler, S., Leeflang, P. S. H., Bijmolt, T. H. A., & Natter, M. (2017). Multi-unit price promotions and their impact on purchase decisions and sales. European Journal of Marketing, 51(5/6), 1049–1074. https://doi.org/10.1108/EJM-12-2013-0729

Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt, Brace, & Janovich.

Eisenbeiss, M., Wilken, R., Skiera, B., & Cornelissen, M. (2015). What makes deal-of-the-day promotions really effective? The interplay of discount and time constraint with product type. International Journal of Research in Marketing, 32(4), 387–397. https://doi.org/https://doi.org/10.1016/j.ijresmar.2015.05.007

Ekarina. (2020). Somethinc dan Wardah jadi Brand Kosmetik Paling Populer di TikTok. Https://Katadata.Co.Id/. https://katadata.co.id/ekarina/brand/5fe0791e076e6/somethinc-dan-wardah-jadi-brand-kosmetik-paling-populer-di-tiktok

Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149–165.

Els, B., & Campo, K. (2016). Cross-Channel Effects of Price Promotions: An Empirical Analysis of the Multi-Channel Grocery Retail Sector. Journal of Retailing, 92(3). https://doi.org/10.1016/j.jretai.2016.02.003

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003

Fam, K.-S., Brito, P. Q., Gadekar, M., Richard, J. E., Jargal, U., & Liu, W. (2019). Consumer attitude towards sales promotion techniques: a multi-country study. Asia Pacific Journal of Marketing and Logistics, 31(2), 437–463. https://doi.org/10.1108/APJML-01-2018-0005

Female Daily. (2021). THE WINNERS. Https://Awards.Femaledaily.Com/. https://awards.femaledaily.com/winners

Ferdinand, A. (2014). Metodologi Pedoman Penelitian Untuk Penulisan Skripsi Tesis Dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research (Vol. 27).

Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63–71.

Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720–732. https://doi.org/https://doi.org/10.1002/mar.21018

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hair, J., Hult, T., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Inc.

Heerde, H. J. Van, Gupta, S., & Wittink, D. R. (2003). Is 3 / 4 of the Sales Promotion Bump Due to Brand Switching ? No , it is 1 / 3 . Journal of Marketing Reaserch, 5, 1–30.

Henseler, J., Ringle, C., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/https://doi.org/10.1016/j.intmar.2013.12.002

Hung, K. (2014). Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement. Journal of Advertising, 43(2), 155–166. https://doi.org/10.1080/00913367.2013.838720

Jee, T. (2018). Impact of Sales Promotion on Customer Intention to Purchase High Involvement Product. International Journal of Service Management and Sustainability, 3(2), 61–82. https://doi.org/10.24191/ijsms.v3i2.8112

Jee, T. W., Run, E. C. De, & Lo, M. C. (2016). Beliefs towards sales promotion technique: the perspective of Malaysia emerging market. International Journal of Modelling in Operations Management, 6(1–2), 112–139. https://doi.org/10.1504/IJMOM.2016.081352

Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954–961. https://doi.org/10.1086/209029

Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility. Journal of Advertising, 18(2), 4–10. https://doi.org/10.1080/00913367.1989.10673146

Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569–586. https://doi.org/https://doi.org/10.1002/mar.4220110605

Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/https://doi.org/10.1016/j.jdmm.2018.03.006

Kivetz, R., & Zheng, Y. (2017). The effects of promotions on hedonic versus utilitarian purchases. Journal of Consumer Psychology, 27(1), 59–68. https://doi.org/10.1016/j.jcps.2016.05.005

Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45, 55–75. https://doi.org/10.1007/s11747-016-0503-8

Koernig, S. K., & Boyd, T. C. (2009). To Catch a Tiger or Let Him Go : The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands. Sport Marketing Quarterly, 18(1), 25–37.

Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for Hospitality and Tourism, 6th Edition. Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management. 15th edition. Essex Pearson Education Limited.

Kumar, S., & Patra, S. (2017). Does Promotion Mix Really Help To Enhance Brand Equity: A Literature Review. Asian Journal of Management, 13(4), 269–8.

Laroche, M., Pons, F., Zgolli, N., Cervellon, M. C., & Kim, C. (2003). A model of consumer response to two retail sales promotion techniques. Journal of Business Research, 56(7), 513–522. https://doi.org/10.1016/S0148-2963(01)00249-1

Lea-Greenwood, G. (2012). Fashion Marketing Communication. Wiley.

Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.171

Lichtenstein, D. R., Burton, S., & Netemeyer, R. G. (1997). An examination of deal proneness across sales promotion types: A consumer segmentation perspective. Journal of Retailing, 73(2), 283–297. https://doi.org/https://doi.org/10.1016/S0022-4359(97)90007-5

Low, S. F., & Lim, S. (2012). Impact of celebrity endorser on Malaysian young consumers: an empirical study in the sport industry. SEGi Review, 5(1), 95–114.

Lyong Ha, C. (1998). The theory of reasoned action applied to brand loyalty. Journal of Product & Brand Management, 7(1), 51–61. https://doi.org/10.1108/10610429810209737

McCormick, K. (2018). Impact of athletic star power on product consumption. International Journal of Sports Marketing and Sponsorship, 19(3), 306–326. https://doi.org/10.1108/IJSMS-06-2016-0030

McNeill, L. (2013). Sales promotion in Asia: successful strategies for Singapore and Malaysia. Asia Pacific Journal of Marketing and Logistics, 25(1), 48–69. https://doi.org/10.1108/13555851311290939

Mehta, A. (1994). How advertising response modeling (ARM) can increase ad effectiveness. Journal of Advertising Research, 34, 62–74.

Mutiah, D. (2020). 3 Produk Kecantikan Lokal yang Paling Banyak Dicari Konsumen Indonesia via Online. Https://Www.Liputan6.Com/. https://www.liputan6.com/lifestyle/read/4434597/3-produk-kecantikan-lokal-yang-paling-banyak-dicari-konsumen-indonesia-via-online

Ofosu-Boateng, I. (2020). Influence of consumer sales promotion on consumers’ purchasing behaviour of the retailing of consumer goods in tema, Ghana. Journal of Marketing Management (JMM), 8(1), 24–36. https://doi.org/10.15640/jmm.v8n1a4

Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.

Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of Experimental Social Psychology, 5(1), 12–30. https://doi.org/https://doi.org/10.1016/0022-1031(69)90003-1

Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623–628. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.08.025

Peattie, K., & Peattie, S. (1995). Sales promotion – a missed opportunity for services marketers? International Journal of Service Industry Management, 6(1), 22–39. https://doi.org/10.1108/09564239510078830

Peattie, S. (1998). Promotional competitions as a marketing tool in food retailing. British Food Journal, 100(6), 286–294. https://doi.org/10.1108/00070709810230472

Phua, J., Lin, J. S. (Elaine), & Lim, D. J. (2018). Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram. Computers in Human Behavior, 84, 93–102. https://doi.org/10.1016/j.chb.2018.02.031

Rahayu, E. M. (2021). Somethinc Masuk dalam Jajaran Top 50 Brand di Indonesia. Https://Swa.Co.Id/. https://swa.co.id/swa/trends/somethinc-masuk-dalam-jajaran-top-50-brand-di-indonesia

Razak, N., Themba, O., & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. 6, 541–554. https://doi.org/10.14738/assrj.62.6264

Rizaty, M. A. (2021). Industri Kosmetik Tumbuh 5,59 Persen, Ini Merek Perawatan Tubuh Terlaris pada Agustus 2021. Https://Databoks.Katadata.Co.Id/. https://databoks.katadata.co.id/datapublish/2021/10/05/industri-kosmetik-tumbuh-559-persen-ini-merek-perawatan-tubuh-terlaris-pada-agustus-2021

Rossiter, J. R., & Percy, L. (1997). Advertising communications & promotion management. McGraw Hill.

Roy, S., & Mishra, A. S. (2018). The dual entertainment theory in celebrity endorsements the role of celebrity worship and profession. Journal of Advertising Research, 58(1), 33–50. https://doi.org/10.2501/JAR-2018-009

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

Santiago, J., Borges-Tiago, M. T., & Tiago, F. (2022). Is firm-generated content a lost cause? Journal of Business Research, 139, 945–953. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.10.022

Santini, F. de O., Vieira, V. A., Sampaio, C. H., & Perin, M. G. (2016). Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior. Journal of Promotion Management, 22(3), 425–442. https://doi.org/10.1080/10496491.2016.1154921

Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52, 101887. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.101887

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.01.011

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

Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958

Sukirno, Z. L. (2017). Model Komunikasi Pemasaran Bisnis Jasa. Journal of Tourism and Cretaivity, 1(1), 13. https://jurnal.unej.ac.id/index.php/tourismjournal/article/view/13794

Taylor, C. R. (2016). Some interesting findings about super bowl advertising. International Journal of Advertising, 35(2), 167–170. https://doi.org/10.1080/02650487.2016.1156294

Teck Weng, J., & Cyril de Run, E. (2013). Consumers’ personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70–101. https://doi.org/10.1108/13555851311290948

Tellis, G. J. (1997). Advertising and Sales Promotion Strategy 1st Edition. Addison-Wesley.

Till, B. D., & Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613

Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179–196. https://doi.org/https://doi.org/10.1002/mar.20205

Tjiptono, F. (2018). Strategi Pemasaran. Penerbit Andi.

van Heerde, H. J., & Neslin, S. A. (2017). Sales Promotion Models BT - Handbook of Marketing Decision Models (B. Wierenga & R. van der Lans (eds.); pp. 13–77). Springer International Publishing. https://doi.org/10.1007/978-3-319-56941-3_2

Walsh, L. A. (2000). International Marketing (3rd ed.). Pitman Publishing.

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility Via Celebrity Endorsement. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042

Widyastuti, R. A. Y. (2020). Belanja Online Saat Pandemi, 3 Kategori Produk Ini Paling Diminati. Https://Bisnis.Tempo.Co/. https://bisnis.tempo.co/read/1377415/belanja-online-saat-pandemi-3-kategori-produk-ini-paling-diminati




DOI: https://doi.org/10.26905/bismar.v2i1.9529

Refbacks

  • There are currently no refbacks.



Business Management Research (BISMAR)
Management Department Faculty of Economics
University of Merdeka Malang

MAILING ADDRESS
Terusan Dieng Street 62-64, Sukun, Malang City, East Java, 65146, Indonesia
Phone: +62 813-3268-4538
Email: bismar@unmer.ac.id


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.