THE EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION
Abstract
The utilization of celebrity endorsement as a marketing strategy has gained widespread popularity across various industries, including the electronic industry. The objective of this study is to assess the correlation between celebrity endorsement and purchase intention, specifically through brand image. The analysis compares the relationship between variables at two levels: industry and brand, each at varying levels of maturity. Results indicate that at the industry level, brand image plays a positive mediating role in the relationship between celebrity endorsement and purchase intention, despite a negative direct relationship between the two. At the brand level, celebrity endorsement has a negative impact on purchase intention for Samsung, while exhibiting no significant effect on Vivo brand. However, brand image positively mediates the relationship between the two. Furthermore, multigroup analysis reveals that the difference in effect between the two brands is not statistically significant.
References
Adiba, S. T., Suroso, A., & Afif, N. C. (2020). The effect of celebrity endorsement on brand image in determining purchase intention. Journal of Accounting, Business and Management (JABM), 27(2), 60.
https://doi.org/10.31966/jabminternational.v27i2.700
Aliyev, T. (2021). Investigating the effects of celebrity and influencer endorsement on attitude toward perfumes and buying intention. 67th International Scientific Conference on Economic and Social Development
Andita, D. Y., Najib, M. F., Zulfikar, R., & Purnamasari, D. (2021). The effect of celebrity endorser on purchase intention of cosmetic product among millennial generation consumers.
Annissa, A. N., & Paramita, E. L. (2021). Brand promotion: The effects of celebrity endorsement and brand image on consumer buying decision. Jurnal Bisnis Dan Manajemen, 8(1). https://doi.org/10.26905/jbm.v8i1.5413
Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: Mediating brand trust. Management Science Letters, 3425–3432.
https://doi.org/10.5267/j.msl.2020.5.035
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: Celebrity endorsement and self-concept. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550
CounterPoint. (2023, April 04). Global smartphone market share: Q1 2021 to Q4 2022. Retrieved from
https://www.counterpointresearch.com/global-smartphone-share/
Dark Moss Gabine Belted Hobo Bag: Charles & keith. (n.d.). Retrieved from https://www.charleskeith.co.id/id-en/bags/CK2-40781871_DKMOSS-ID.html
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Fianto, A. A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58. https://doi.org/10.5296/bms.v5i2.6003
Ferdinand, A. T. (2006). Metode penelitian manajemen: pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Badan Penerbit Universitas Diponegoro
Foong, L. S., & Yazdanifard, R. (2014). Celebrity endorsement as a marketing tool. 14(4). Forbes. (n.d.). Maudy Ayunda. Retrieved from https://www.forbes.com/profile/maudy-ayunda/?sh=19e824756b94qu
Hair J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121.
https://doi.org/10.1108/EBR-10-2013-0128
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Lin, C., Wu, Y.-S., & Chen, J.-C. V. (n.d.). Electronic word-of-mouth the moderating roles of product involvement and brand image.
Lomboan, S. (2013). The impact of celebrity endorsement on brand image. Journal EMBA, 1(3).
Luqman, A., & Suhud, U. (n.d.). Influence of purchase intention and attitude to willingness to pay.
Malik, H., & Qureshi, M. (2016). The impact of celebrity endorsement on consumer buying behaviour. Journal of Marketing and Consumer Research, 112-127.
Masato, E., & . S. (2021). The effect of a celebrity endorser on purchase interest through brand image. KnE Social Sciences. https://doi.org/10.18502/kss.v5i8.9358
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.
https://doi.org/10.1016/j.jretconser.2016.05.012
McCracken, G. (1989). Who is the celebrity endorser? cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217
Mobile Vendor Market Share Indonesia. (2023.). Retrieved from https://gs.statcounter.com/vendor-market-share/mobile/indonesia
Naomi, I. P., & Ardhiyansyah, A. (2021). Pengaruh brand ambassador terhadap brand image pada e-commerce Indonesia. 1(1).
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research.
Ponsford, M. (2019, November 01). Remember when the NBA banned Michael Jordan's sneakers? Retrieved from https://edition.cnn.com/style/article/remember-when-michael-jordan-sneakers/index.html
Reinartz, W.; Haenlein, M.; & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing. 26: 332-344.
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.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 06(01). https://doi.org/10.4172/2168-9601.1000223
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
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
Van der Waldt, D., M van Loggerenberg, M., & Wehmeyer, L. (2011). Celebrity endorsements versus created spokes¬persons in advertising: A survey among students. South African Journal of Economic and Management Sciences, 12(1), 100–114. https://doi.org/10.4102/sajems.v12i1.263
VIVO SWOT Analysis, Competitors & USP. (2022, January 28). Retrieved from https://www.mbaskool.com/brandguide/ mobile-handsets/17648-vivo.html
Watson, R. (2020, December 11). Forbes Asia's 100 digital stars. Retrieved from https://www.forbes.com/sites/ranawehbe/ 2020/12/07/forbes-asias-100-digital-stars/?sh=4019115978db
Weinstein, M. (2021, September 16). 10 examples of social media celebrity endorsements that paid off Big Time. Retrieved from https://www.searchenginejournal.com/social-celebrity-endorsements/415568/
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management.
Zulfikar, T., Aprianti, I., & Rachmawati, E. (2022). Digital marketing and brand image to increase consumer purchase interest. Jurnal Manajemen Industri Dan Logistik, 6(1), 21–29. https://doi.org/10.30988/jmil.v6i1.976
Copyright (c) 2023 Ruth Srininta Tarigan, Juliana Caesaria Tandung, Ansell Kevyn Sutrisno, Viriyani Viriyani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain unrestricted copyright and full publishing rights. The authors grant the Publisher the right of first publication, with the work simultaneously licensed under the terms and conditions of the Creative Commons Attribution 4.0 International License.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and more extraordinary citations of published work.
