Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel)
Abstract
The main objective of this study is to investigate, describe and analyze the direct and indirect effect of endorsing, perceived value, and perceived usefulness on purchase intention. Statistical population of the present study is all viewer five food vloggers with the most subscribers on YouTube channel in Indonesia. This study uses questionnaires as the research instrument with 200 respondents as the sample. Sampling technique is purposive sampling. This study uses Partial Least Square (PLS) to analyze the data. The result shows there is a significant direct effect of endorser credibility on perceived value and perceived usefulness. In addition, perceived value and perceived usefulness have a significant influence on purchase intention. This study also confirms that perceived value and perceived usefulness mediates the influence of endorser credibility on purchase intention. However, the other result shows that there is no significant relationship between endorser credibility of food vlogger on purchase intention. Distance and price are the main reasons customer has no purchase intention of food product that has been reviewed by endorsers.
https://doi.org/10.26905/jmdk.v8i1.3997
Keywords
Full Text:
PDFReferences
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring The Relationship Between Celebrity Endorser Effects and Advertising Effectiveness. International Journal Of Advertising. Https://Doi.Org/10.1080/02650487.2008.11073052
Belch, G. E., & Belch, M. A. (2013). A Content Analysis Study of The Use Of Celebrity Endorsers in Magazine Advertising. International Journal Of Advertising. Https://Doi.Org/10.2501/IJA-32-3-369-389
Chi, H., Yeh, H., & Tsai, Y. (2011). The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser. Journal of International Management Studies.
Dhar, R., & Khan, U. (2006). Licensing Effect in Consumer Choice. Journal of Marketing Research,.
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective. in Journal of Advertising Research. Https://Doi.Org/10.2501/JAR-41-3-39-48
Ferdinand, P. D. A. (2016). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Skripsi, Tesis Dan Disertasi Ilmu Manajemen. In BP Undip 2. Https://Doi.Org/10.4304/Jcp.8.2.326-333
Gupta, D. R., Kishore, N., & Verma, D. (2015). Impact of Celebrity Endorsements on Consumers’ Purchase Intention: A Study of Indian Consumers. Australian Journal of Business And Management Research.
Hair, Jr, J. F. (2015). Essentials Of Business Research Methods. In Essentials of Business Research Methods. Https://Doi.Org/10.4324/9781315704562
Han, E., & Ki, E. J. (2010). Developing A Measure of Celebrity Reputation. Public Relations Review. Https://Doi.Org/10.1016/J.Pubrev.2009.10.013
Hsu, H. Y., & Tsou, H. T. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal Of Information Management. Https://Doi.Org/10.1016/J.Ijinfomgt.2011.05.003
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand (4th Edition). In Pearson/Prentice Hall. Https://Doi.Org/10.2307/1252315
Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of Celebrity Endorsement on Tourists’ Perception of Corporate Image, Corporate Credibility and Corporate Loyalty. International Journal of Hospitality Management. Https://Doi.Org/10.1016/J.Ijhm.2013.11.003
Kok Wei, K., & Li, W. Y. (2013). Measuring The Impact of Celebrity Endorsement on Consumer Behavioural Intentions: A Study of Malaysian Consumers. International Journal of Sports Marketing and Sponsorship. Https://Doi.Org/10.1108/Ijsms-14-03-2013-B002
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th Ed.). In Prentice Hall.
Mcknight, H., Kacmar, C., & Choudhury, V. (2003). Whoops... Did I Use The Wrong Concept to Predict E-Commerce Trust? Modeling The Risk-Related Effects of Trust Versus Distrust Concepts. Proceedings of The 36th Annual Hawaii International Conference on System Sciences, HICSS 2003. Https://Doi.Org/10.1109/HICSS.2003.1174393
Mir, I. A., & Rehman, K. U. (2013). Factors Affecting Consumer Attitudes and Intentions Toward User-Generated Product Content on Youtube. Management & Marketing.
Mohammad, A. A. S. (2012). The Effect of Brand Trust and Perceived Value in Building Brand Loyalty. International Research Journal of Finance and Economics.
Mohd, S. (2016). Green Product Purchase Intention: Impact of Green Brands, Attitude, and Knowledge. British Food Journal.
Ohanian, R. (1990). Construction and Validation of A Scale To Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising. Https://Doi.Org/10.1080/00913367.1990.10673191
Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of The Theory of Planned Behavior. MIS Quarterly: Management Information Systems. Https://Doi.Org/10.2307/25148720
Qureshi, M. M., & Malik, H. M. (2017). The Impact of Celebrity Endorsement On Consumer Buying Behavior. Advances in Social Sciences Research Journal, 4(3), 159–170. Https://Doi.Org/10.14738/Assrj.43.2605
Renton, K., & Renton, K. (2006). Florida State University Libraries The Relationship of Celebrity Advertisements To Consumer Attitudes And Purchases Intentions.
Roy, S. (2018). Meaning Transfer In Celebrity Endorsements: An Explanation Using Metaphors. Journal of Marketing Communications. Https://Doi.Org/10.1080/13527266.2016.1197294
Saxena, A. (2011). Blogs and Their Impact on Purchase Intention: A Structural Equation Modelling Approach. Paradigm. Https://Doi.Org/10.1177/0971890720110114
Sertoglu, A. E., Catli, O., & Korkmaz, S. (2014). Examining The Effect of Endorser Credibility on The Consumers ’ Buying Intentions : An Empirical Study In Turkey. 4(1), 66–77.
Subagio, D. P. W., Mugiono, M., & Hadiwidjojo, D. (2018). Pengaruh Perceived Ease of Use Terhadap Repurchase Usefulness dan Trust Sebagai Variabel Mediasi. Jurnal Manajemen dan Kewirausahaan. Https://Doi.Org/10.26905/Jmdk.V6i1.2067
Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal Computing: Toward A Conceptual Model Of Utilization. MIS Quarterly: Management Information Systems. Https://Doi.Org/10.2307/249443
Vidyanata, D., Sunaryo. Hadiwidjojo, D. (2018). Credibility As A Mediator of The Celebrity Endorsement Strategy To Generate. Journal of Applied Management, 16(3), 402–411.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2018). The Role of Brand Attitude and Brand Credibility As A Mediator of The Celebrity Endorsement Strategy To Generate Purchase Intention. Jurnal Aplikasi Manajemen, 16(3), 402–411. Https://Doi.Org/10.21776/Ub.Jam.2018.016.03.04
Wang, Y. S., Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). Determinants of User Acceptance of Internet Banking: An Empirical Study. International Journal of Service Industry Management. Https://Doi.Org/10.1108/09564230310500192
Wilcox, K., Kramer, T., & Sen, S. (2011). Indulgence or Self-Control: A Dual Process Model of The Effect of Incidental Pride on Indulgent Choice. Journal of Consumer Research. Https://Doi.Org/10.1086/657606
Wilcox, K., & Stephen, A. T. (2013). Are Close Friends The Enemy? Online Social Networks, Self-Esteem, and Self-Control. Journal Of Consumer Research. Https://Doi.Org/10.1086/668794
Yuksel, H. F. (2016). Factors Affecting Purchase Intention in Youtube Videos. Youtube Videolarinda Satin Alni̇Yeti̇Ni̇Etki̇Leyen Faktörler.
DOI: https://doi.org/10.26905/jmdk.v8i1.3997
Refbacks
- There are currently no refbacks.
Copyright (c)
Indexing by:
Index Copernicus International (ICI)
Tools:
In Collaboration with:
|
Jurnal Manajemen dan Kewirausahaan Management Department Faculty of Economics University of Merdeka Malang MAILING ADDRESS
|