PENGARUH CELEBRITY CREDIBILITY DAN REVIEW CREDIBILITY TERHADAP PURCHASE INTENTION DENGAN ATTITUDE TOWARDS BRAND SEBAGAI VARIABEL MEDIASI; STUDI KASUS MEREK MANGKOKKU

Alvin Wardiman(1*),


(1) 
(*) Corresponding Author

Abstract


Banyak penelitian telah menunjukkan bahwa celebrity credibility dan review credibility berpengaruh positif terhadap purchase intention dengan attitude towards brand sebagai variabel mediating. Namun, belum banyak penelitian yang membahas pengaruh celebrity credibility dan review credibility terhadap purchase intention dengan attitude towards brand sebagai variabel mediating secara kontekstual pada bisnis kuliner artis. Untuk mengetahui hal tersebut, penelitian ini mengangkat seorang celebrity chef yang dikenal dengan nama Arnold Poernomo dan brand food and beverage miliknya, yaitu Mangkokku. Data pada penelitian ini dikumpulkan melalui online survey dengan menyebarkan kuesioner kepada 193 responden, dan berhasil mendapatkan 123 responden yang memenuhi kriteria penelitian. Kemudian, peneliti menggunakan pendekatan kuantitatif dengan menggunakan Partial Least Square untuk mengolah data yang terkumpul. Hasil penelitian membuktikan bahwa celebrity credibility berpengaruh positif terhadap attitude towards brand, celebrity credibility berpengaruh positif terhadap purchase intention, review credibility berpengaruh positif terhadap attitude towards brand, review credibility berpengaruh positif terhadap purchase intention, attitude towards brand berpengaruh positif terhadap purchase intention, attitude towards brand memberikan pengaruh mediasi dari celebrity credibility terhadap purchase intention, dan attitude towards brand memberikan pengaruh mediasi dari review credibility terhadap purchase intention.

Keywords


celebrity credibility, review credibility, attitude towards brand, purchase intention

References


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

Bun, S., & Alversia, Y. (2020). Incentives and food blogger influence on customer engagement through Instagram. Proceedings of the International Conference on Business and Management Research (ICBMR 2020).

Cheung, C. M.-Y., C.-L. Sia and K. K. Y. Kuan, “Is This Review Believable? A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective,” Journal of the Association for Information Systems, 2012.

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008

Christiyaningsih. (2022). Studi: Mayoritas Pengguna Layanan Pesan-Antar Makanan millenial Dan Gen Z. Republika Online. Retrieved September 25, 2022, from https://www.republika.co.id/berita/rdii71459/studi-mayoritas-pengguna-layanan-pesanantar-makanan-millenial-dan-gen-z

Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors affecting EWOM credibility, information adoption and purchase intention on generation Y: A case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/jeim-04-2019-0118

Darmawan, P. A. D. T., Yasa, P. N. S., Wahyuni, N. M., & Dewi, K. G. P. (2022). PENGARUH ELECTRONIC WORD OF MOUTH DAN CITRA MEREK TERHADAP NIAT BELI. Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 89-100.

Davtyan, D., Cunningham, I. and Tashchian, A. (2020), “Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions”, European Journal of Marketing, Vol. 55 No. 2, pp. 420-443, doi: 10.1108/EJM-08-2019-0670

Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center, 17(1), 1-7.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7

Fang, Y. H. (2014). Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce, 18(3), 67-102.

Fenny, F., & Darmoyo, S. (2021). PERAN ATTITUDE TOWARD THE BRAND SEBAGAI MEDIATOR PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION. Prosiding Working Papers Series In Management, 13(2), 331-349.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications Sage CA: https://doi.org/https://doi.org/10.1177/002224378101800313

Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems.

Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. O. I. (2018). The effect of E-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112. https://doi.org/10.12776/qip.v22i2.1062

Hersetyawati, E., Arief, M., Furinto, A., & Saroso, H. (2021). The impact of willingness to engage in newom and brand attitudes on purchase intention mediated by company mitigation responses: A case study of the energy drink in Central Java. Journal of International Conference Proceedings, 4(1), 75–86. https://doi.org/10.32535/jicp.v4i1.1129

Jogiyanto, H. (2018). Metoda Pengumpulan dan Teknik Analisis Data. Penerbit Andi.

Kitchen, J., Kerr, P., G., E. Schultz, D., McColl, R., & Pals, H. (2014). The elaboration likelihood model: Review, Critique and Research Agenda. European Journal of Marketing, 48(11/12), 2033–2050. https://doi.org/10.1108/ejm-12-2011-0776

Lu, L.-C., W.-P. Chang and H.-H. Chang, “Consumer Attitudes toward Blogger’s Sponsored Recommendations and Purchase Intention: The Effect of Sponsorship Type, Product Type, and Brand Awareness,” Computers in Human Behavior, Vol. 34, No. Supplement C: 258–266, 2014.

Luo, C., Luo, X. (R., Xu, Y., Warkentin, M., & Sia, C. L. (2015). Examining the moderating role of sense of membership in online review evaluations. Information & Management, 52(3), 305–316. https://doi.org/10.1016/j.im.2014.12.008

Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The influence of celebrity endorsement in Instagram towards customer behavior and purchase intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2). https://doi.org/10.33021/firm.v3i2.476

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. Retrieved from http://dx.doi.org/10.1080/00913367.1990.10673191

Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11, 668–672.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146.

Porral, C. C., González, J. O., & Rivaroli , S. (2021). The influence of celebrity endorsement on Food Consumption Behavior. Foods (Basel, Switzerland). Retrieved September 25, 2022, from https://pubmed.ncbi.nlm.nih.gov/34574334/

Qiu, L., J. Pang and K. H. Lim, “Effects of Conflicting Aggregated Rating on eWOM Review Credibility and Diagnosticity: The Moderating Role of Review Valence,” Decision Support Systems, 2012.

Rahmanisah, H., & Fadli, J. A. (2022). THE EFFECT OF CELEBRITY ENDORSEMENT CREDIBILITY ON PURCHASE INTENTION IN PREMIUM PRICE FOOD. Jurnal Terapan Manajemen dan Bisnis, 8(1), 12-28.

Rossiter, J. R. (2014). ‘Branding' explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7), 533–540.

Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. and Sherazi., K. (2012), The Impact of Brands on Consumer Purchase Intentions, Asian Journal of Business Management 4(2): 105-110

Sheeraz, M., Khattak, A.K., Mahmood, S., & Iqbal, N. (2016). Mediation of attitude toward brand on the relationship between service brand credibility and purchase intentions, Pakistan Journal of Commerce and Social Sciences (PJCSS), ISSN 2309-8619, Johar Education Society, Pakistan (JESPK), Lahore, Vol. 10, Iss. 1, pp. 149-163

Shenje, J. (2017). Midas touch or time bomb? A look at the influence of celebrity endorsement on Customer Purchase Intentions: The case study of fast foods outlet companies in Harare, Zimbabwe. African Journal of Business Management, 11(15), 347–356. https://doi.org/10.5897/ajbm2017.8357

Singh, R. P., & Banerjee, N. (2017). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509. https://doi.org/10.1177/0972150917713537

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), 1622–1639. https://doi.org/10.1177/0972150918794974

Smith, R.E., Vogt, C.A., The effects of integrating advertising and negative word-of-mouth communications on message processing and response, Journal of Consumer Psychology 4 (2), 133-151, 1995.

Sondakh, N. M., Tumbuan, W., & Wangke, S. (2022). THE INFLUENCE OF ONLINE REVIEW AND FOOD QUALITY ON THE PURCHASE INTENTION (STUDY ON BBQ MEGA MAS RESTAURANT MANADO). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1).

Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B., (2021) Effect of Electronic Word of Mouth (E-WOM) and Perceived Value on Purchase Intention During the COVID-19 Pandemic: The Case of Ready-To-Eat Food. International Journal of Behavioral Analytics, 1(2), No. 10, 1-16, 2021, Available at SSRN: https://ssrn.com/abstract=3944079

Susilowati, E., & Novita Sari, A. (2020). The influence of Brand Awareness, Brand Association, and perceived quality toward consumers' purchase intention: A case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039. https://doi.org/10.14807/ijmp.v11i1.981

Tan, L., & Keni, K. (2020). Prediksi E-Wom dan Subjective Norm terhadap Purchase Intention: Brand Attitude Sebagai Variabel Mediasi. Jurnal Manajerial Dan Kewirausahaan, 2(3), 765-774.

Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202–222. https://doi.org/10.1108/apjml-04-2018-0150

Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). DETERMINANTS OF ONLINE REVIEW CREDIBILITY AND ITS IMPACT ON CONSUMERS' PURCHASE INTENTION. Journal of Electronic Commerce Research, 20(1), 1-20.

Tzoumaka, E., Tsiotsou, R. H., & Siomkos, G. (2014). Delineating the role of Endorser's perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(3), 307–326. https://doi.org/10.1080/13527266.2014.894931

Wen, B. L. J., & Aun, N. B. (2020). Factors influencing consumers’ purchase intention in Klang valley, Malaysia: a study of bubble milk tea. BERJAYA J. Serv. Manag, 13, 29-43.

Yoon, K., Kim, C.H., & Kim, M.S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication & Society, 1(3/4), 153-173.

Yoo, J.W., and Y.J. Jin. 2013. Effects of celebrity-organization congruence on audience attitudes, preferences, and credibility ratings for goodwill ambassadors. Asian Journal of Communication 23 (6): 620–636.

Yusra, Y. (2022). Menyimak Strategi bisnis mangkokku bertahan saat pandemi. DailySocial.id. Retrieved September 24, 2022, from https://dailysocial.id/post/menyimak-strategi-bisnis-mangkokku-bertahan-saat-pandemi

Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the factors that affect consumers’ purchase intention of organic food products in a developing country. Sustainability, 14(10), 5868. https://doi.org/10.3390/su14105868


Refbacks

  • There are currently no refbacks.