Pengaruh Celebrity Endorsement dan Citra Merek terhadap Niat Beli Kopi Caffino melalui Sikap terhadap Merek
DOI:
https://doi.org/10.26740/jim.v9n2.p373-385Keywords:
attitude toward brand, brand image, celebrity endorsement, purchase intention.Abstract
The increasing level of competition in marketing requires companies to present different marketing strategies that are superior to competing companies. Caffino is a local coffee brand from Indonesia that using celebrity endorsement as marketing strategies to enhance customer purchase intention. The purpose of this paper is to analyze and discuss the effect of celebrity endorsement and brand image on purchase intention through the attitude toward brand on Caffino coffee. This type of research is quantitative research. This research uses a non-probability sampling technique. Questionnaires were distributed to 200 participants with Google form. Data analysis techniques using path analysis. The results of this study showed that there is a positive and significant effect of celebrity endorsement and attitude toward brand on purchase intention. However, the brand image had no significant effect on purchase intention. There is also a positive and significant effect of celebrity endorsement and brand image on attitude toward the brand.
References
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Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103121. https://doi.org/10.1080/10696679.2018.1534070
Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1), 77105. https://doi.org/10.1002/(SICI)1520-6793(199601)13:1<77::AID-MAR5>3.0.CO;2-M
Restanti, F., Kusumawati, A., & Devita, L. (2019). Pengaruh Celebrity Endorser Dan Electronic Word of Mouth Terhadap Minat Beli dan Dampaknya Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 68(1), 2837. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2796
Rumokoy, F., Pangemanan, S., & Manorek, S. (2016). The Influence of Brand Image, Advertising,perceived Price Toward Consumer Purchase Intention at Samsung Smartphone. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(4), 661670
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behaviour (7th ed.). Prentice Hall. https://doi.org/10.4135/9781446280096.n12.
Shimp, Terence. (2007). Periklanan Promosi (Aspek Tambahan Komunikasi Pemasaran Terpadu). Jilid I, edisi Terjemahan, Jakarta : Erlangga.
Singh, R. P., & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), 16221639. https://doi.org/10.1177/0972150918794974
Solomon, R. S. (2011). Consumer Behavior, Buying, Having, and Being, 9th Edition, Boston: Pearson
Spears, N., & Singh, S. (2004). Measuring Attitudes Toward The Brand And Purchase Intentions. Journal of Current Issues And Research in Advertising, 53-66.
Stephanie, E., Rumambi, L. J., & Kunto, Y. S. (2013). Analisa Pengaruh Rio Dewanto Dan Donita Sebagai Celebrity Endorser Terhadap Minat Beli Produk Axe Anarchy Dengan Daya Tarik Iklan dan Efek Iklan Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran Petra, 1(2), 19.
Surachman S. (2008). Dasar-Dasar Manajemen Merek. Malang: Bayumedia Publishing: hal13
Topbrand-award.com. (2021). No Title. (https://www.topbrand-award.com/top-brand-index/?tbi_year=2021. Diakses pada 20 Maret 2021)
Vidyanata, D., & Hadiwidjojo, S. 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), 402411. https://doi.org/10.21776/ub.jam.2018.016.03.04
Vien, C., Yun, C., & Fai, P. (2017). The Effect of Celebrity Endorsement on Brand Attitude and Purchase Intention. Journal of Global Business and Social Entrepreneurship (GBSE), 1(4), 141150.
Wang, Y., & Tsai, C. (2014). The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 2740.
Ain, N., & Ratnasari, R. T. (2015). Pengaruh Brand Image Melalui Sikap Konsumen Terhadap Niat Beli Ulang Pada Produk Busana Muslim Zoyadi Surabaya. Jurnal Ekonomi Syariah Teori dan Terapan (JESTT), 2(7). 553569.
Apejoye, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students Purchase Intention. Journal of Mass Communication & Journalism, 03(03). https://doi.org/10.4172/2165-7912.1000152
Caffino.id. (2019). PT Sumber Kopi Prima Resmi Luncurkan Brand Caffino. (https://caffino.id/pt-sumber-kopi-prima-resmi-luncurkan-brand-caffino/. Diakses pada 15 Maret 2021)
Cynthiadewi, P. R., & Hatammimi, J. (2014). The Influence of Electronic Word Of Mouth Toward Brand Image and Purchase Intention of 13th Shoes, International Conference on Economics, Education and Humanities (ICEEH'14). https://doi.org/10.15242/icehm.ed1214001
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers brand attitudes, brand image. International Conference on Restructuring of the Global Economy (ROGE), University of Oxford, UK, 7(5), 268276.
Ferrinadewi. (2008). Merek dan Psikologi Konsumen. Edisi Pertama. Yogyakarta: Graha Ilmu.
Franciosa, J., Sondang, Y., Si, S., Sc, M., Pemasaran, P. M., Petra, U. K., & Siwalankerto, J. (2014). Pengaruh Perceived Quality Tehradap Attitude Toward Brand Pada Pengguna Smartphone Samsung Di Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 17.
Ghani, U., & Kakakhel, T. (2011). The Impact of Celebrity Endorsement on the Youth of Pakistan. International Conference on Business and Economics Research, 16, 7983
Gupta, R., Kishore, N., & Verma, D. (2015). Celebrity Endorsements in Advertising: Impact on Consumers Perception, Attitude and Purchase Intention. Australian Journal of Business and Management Research New South Wales Research Centre Australia (NSWRCA), 05(03), 115. https://www.academia.edu/21166019/Impact_Of_Celebrity_Endorsements_On_Consumers_Purchase_Intention_A_Study_of_Indian_Consumers
Ha, N. M., & Lam, N. H. (2017). The Effects of Celebrity Endorsement on Customers Attitude Toward Brand and Purchase Intention. International Journal of Economics and Finance; 9(1), 6477. https://doi.org/10.5539/ijef.v9n1p64
Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention: The Effect of Green Brand and Green Knowledge on Indonesian Nestle Company. Jurnal Sekretaris & Administrasi Bisnis, 3(1), 3950.
Isyanto, P., Sapitri, R. G., & Sinaga, O. (2020). Micro influencers marketing and brand image to purchase intention of cosmetic products focallure. Systematic Reviews in Pharmacy, 11(1), 601605. https://doi.org/10.5530/srp.2020.1.75
Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of Celebrity Endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 18. https://doi.org/10.31580/jmi.v4i1.18
John C. Mowen, Michael Minor. (2002). Perilaku Konsumen (Jilid 1), Edisi Kelima, Jakarta: Erlangga.
Keller K. L. (1998). Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.
Keller, Kevin Lane. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Global Edition Pearson.
Koththagoda, K. C., & Weerasiri, S. (2015). Celebrity Endorsement and Purchase Intention of Telecommunication Industry in Sri Lanka. International Journal of Science and Research, 6(6), 635638. https://doi.org/10.21275/30051703
Lukitaningsih, A. (2013). Iklan Yang Efektif Sebagai Strategi Komunikasi Pemasaran. Jurnal Ekonomi Dan Kewirausahaan, 13(2), 116129. http://ejurnal.unisri.ac.id/index.php/Ekonomi/article/view/670/576
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310321. https://doi.org/10.1086/209217
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103121. https://doi.org/10.1080/10696679.2018.1534070
Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1), 77105. https://doi.org/10.1002/(SICI)1520-6793(199601)13:1<77::AID-MAR5>3.0.CO;2-M
Restanti, F., Kusumawati, A., & Devita, L. (2019). Pengaruh Celebrity Endorser Dan Electronic Word of Mouth Terhadap Minat Beli dan Dampaknya Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 68(1), 2837. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2796
Rumokoy, F., Pangemanan, S., & Manorek, S. (2016). The Influence of Brand Image, Advertising,perceived Price Toward Consumer Purchase Intention at Samsung Smartphone. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(4), 661670
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behaviour (7th ed.). Prentice Hall. https://doi.org/10.4135/9781446280096.n12.
Shimp, Terence. (2007). Periklanan Promosi (Aspek Tambahan Komunikasi Pemasaran Terpadu). Jilid I, edisi Terjemahan, Jakarta : Erlangga.
Singh, R. P., & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), 16221639. https://doi.org/10.1177/0972150918794974
Solomon, R. S. (2011). Consumer Behavior, Buying, Having, and Being, 9th Edition, Boston: Pearson
Spears, N., & Singh, S. (2004). Measuring Attitudes Toward The Brand And Purchase Intentions. Journal of Current Issues And Research in Advertising, 53-66.
Stephanie, E., Rumambi, L. J., & Kunto, Y. S. (2013). Analisa Pengaruh Rio Dewanto Dan Donita Sebagai Celebrity Endorser Terhadap Minat Beli Produk Axe Anarchy Dengan Daya Tarik Iklan dan Efek Iklan Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran Petra, 1(2), 19.
Surachman S. (2008). Dasar-Dasar Manajemen Merek. Malang: Bayumedia Publishing: hal13
Topbrand-award.com. (2021). No Title. (https://www.topbrand-award.com/top-brand-index/?tbi_year=2021. Diakses pada 20 Maret 2021)
Vidyanata, D., & Hadiwidjojo, S. 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), 402411. https://doi.org/10.21776/ub.jam.2018.016.03.04
Vien, C., Yun, C., & Fai, P. (2017). The Effect of Celebrity Endorsement on Brand Attitude and Purchase Intention. Journal of Global Business and Social Entrepreneurship (GBSE), 1(4), 141150.
Wang, Y., & Tsai, C. (2014). The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 2740.
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2021-06-30
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Darmawan, M. D., & Iriani, S. S. (2021). Pengaruh Celebrity Endorsement dan Citra Merek terhadap Niat Beli Kopi Caffino melalui Sikap terhadap Merek. Jurnal Ilmu Manajemen, 9(2), 373–385. https://doi.org/10.26740/jim.v9n2.p373-385
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