The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness

Amitay, Yemima; Tj, Hery Winoto; Saparso,; Wahyoedi, Soegeng

doi:10.2991/aebmr.k.200626.079

Cited by 13 publications

(12 citation statements)

References 6 publications

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“…Purchase Intention bisa diinterpretasikan semacam kemauan dalam membeli yang merupakan 132 elemen dari proses yang mengarahkan konsumen pada perilaku membeli (Hansudoh, 2012). Amitay et al, (2019) menjelaskan bahwa niat beli merupakan bentuk pengambilan keputusan yang digunakan untuk mempelajari alasan mengapa pelanggan membeli merek tertentu. Minat beli adalah keinginan yang tersembunyi di hati konsumen, serta terpendam di tempat di mana setiap orang tidak dapat mengetahui apa yang diinginkan dan diharapkan konsumen (Savitri, 2017).…”

Section: Purchase Intentionunclassified

Analisa Peran Celebrity Endorser Terhadap Purchase Intention dengan Brand Image Sebagai Mediating Pada Industri Kuliner di Kota Batam

Budiman¹,

Putri²

2022

Jur.Ilm.Kom.Bis

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Penelitian ini bertujuan untuk menguji pengaruh dari Celebrity Attractiveness, Celebrity Expertise, Celebrity Trustworthiness, dan Brand Image terhadap Purchase Intention. Serta untuk mengetahui pengaruh antara Celebrity Endorser Credibility terhadap Purchase Intention melalui Brand Image. Penelitian ini dilakukan pada responden yang berdomisili di kota Batam. Penelitian dengan menyebarkan kuesioner kepada 300 responden yang pernah memiliki niat membeli makanan setelah melihat endorser Tanboy Kun, Ria SW, Nex Carlos, Mgdalenaf, dan Farida Nurhan. Teknik analisis data menggunakan PLS (Partial Least Squares). Hasil penelitian menunjukkan bahwa Celebrity Expertise, Celebrity Trustworthiness, dan Brand Image yang berpengaruh signifikanTerhadap Purchase Intention. Serta terdapat pengaruh signifikan antara Celebrity Endorser Credibility terhadap Purchase Intention melalui Brand Image.

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Section: Purchase Intentionunclassified

Analisa Peran Celebrity Endorser Terhadap Purchase Intention dengan Brand Image Sebagai Mediating Pada Industri Kuliner di Kota Batam

Budiman¹,

Putri²

2022

Jur.Ilm.Kom.Bis

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“…Brand awareness is an individual's ability to recognize and remember brands from specific product categories and is the primary dimension of brand equity (Keller in Juliana and Sabrina O. Sihombing, 2019: 22). Awareness of a brand is a condition where the brand name of a product or service appears in customers' minds when thinking about specific product categories (Amitay et al, 2020). According to Keller (Winadi, 2017: 3), four indicators are used to determine how far consumers are aware of a brand, namely: 1.…”

Section: B Price Preceptionsmentioning

confidence: 99%

Effect of Price Perception and Brand Awareness on Service Quality Mediated by Purchasing Decisions

Tecoalu

Ferdian

2021

Husocpument

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The finance company industry experienced much pressure in 2020 due to the covid-19 pandemic, this condition made business activities and social life almost stopped. This research was conducted at PT. Maybank Indonesia Finance is one of the financing companies in Indonesia that is currently proliferating. Purchasing decisions have an essential meaning for a financial institution because credit is one of the directives of funding by financial institutions to people who want to get an item on credit as the institution's main business. In determining a decision to purchase products and services, consumers perceive the goods and services they buy, such as the perception of the price of an item or service in making a purchase, and consumers can recognize the company's brand awareness. This research was conducted by nonprobability sampling method with purposive sampling type. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in Indonesia who had purchased Maybank Finance car loans in 2018-2020. The results of the analysis conclude that price perception has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on credit purchasing decisions. Price perception has a positive and significant effect on service quality. Brand awareness has a positive and significant effect on service quality. Service quality has no positive and significant effect on purchasing decisions at Maybank Finance. Service quality mediating between brand awareness and purchasing decisions is not significant.

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“…Purchase Intention is a type of decision-making that studies customers' reasons for buying a particular brand (Amitay et al, 2020). Buying interest is a tendency of consumer attitudes who have curiosity and interest in a product or service but have not yet entered the stage of making a purchase decision.…”

Section: Purchase Intentionmentioning

confidence: 99%

The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

Wahyoedi

Saparso

Effendi

2021

International Journal of Science, Technology & Management

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The development of environmentally friendly vehicles is currently a global trend among car manufacturers. This is in addition to being triggered by regulations from countries that have committed in the 2016 Paris agreement to reduce greenhouse gas emissions and save fossil-based fuels that will run out, considering that fossil fuels are a type of non-renewable natural resource. For this reason, the global automotive industry has begun to produce electric cars, which are referred to as renewable energy sources, and to reduce carbon emissions. Because this electric car is a new product, researchers are interested in knowing how someone is buying an electric car. One of the elements that influence a person's buying interest is the price. Besides the price, buying interest is also influenced by promotion. With the proper promotion, it can encourage people to buy. Therefore, this study wanted to examine the effect of price and promotion on buying interest mediated by brand image. Sampling using non-probability sampling and purposive sampling with criteria for the general public living in Jabodetabek who already have a car and can buy a car. Data analysis in this study used a Structural Equation Modeling (SEM) approach based on Partial Least Square. This study found that price, promotion, and brand image had a significant and positive effect on buying interest. Brand image mediates significantly and positively the relationship between price and promotion on purchase intention.

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The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness

Cited by 13 publications

References 6 publications

Analisa Peran Celebrity Endorser Terhadap Purchase Intention dengan Brand Image Sebagai Mediating Pada Industri Kuliner di Kota Batam

Analisa Peran Celebrity Endorser Terhadap Purchase Intention dengan Brand Image Sebagai Mediating Pada Industri Kuliner di Kota Batam

Effect of Price Perception and Brand Awareness on Service Quality Mediated by Purchasing Decisions

The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

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