The effect of celebrity endorsement and customer review on purchase interest with brand image as a mediating variable at e-commerce Shopee
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Published:
Feb 28, 2024
Keywords:
Brand Image, Celebrity Endorsment, Customer Review, Purchase Interest
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Economy
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Abstract
This study aims to determine the effect of celebrity endorsement and customer reviews on buying interest with brand image as a mediating variable in shopee e-commerce. This type of research is quantitative with a descriptive approach. The research sample was 100 respondents. Data collection techniques using questionnaires. Data analysis techniques using path analysis. The results showed that 1) celebrity endorsment has a positive but insignificant effect on buying interest. 2) celebrity endorsment has a positive and significant effect on brand image.3) customer review has a positive and significant effect on purchase intention.4) customer review has a positive and significant effect on brand image.5) brand image has a positive and significant effect on purchase intention
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How to Cite
Widiana, I. N. . and Novie, M. . (2024) “The effect of celebrity endorsement and customer review on purchase interest with brand image as a mediating variable at e-commerce Shopee”, Jurnal Mantik, 7(4), pp. 3083-3091. doi: 10.35335/mantik.v7i4.4562.
References
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Firmansyah, D., Haryani, Safrina, E., & Diah, M. (2023). Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening. Jurnal Informatika Ekonomi Bisnis, 5, 885–889. https://doi.org/10.37034/infeb.v5i3.674
Firmanza, M. H. D., & Artanti, Y. (2022). Online Buying Intentions of Shopee Consumers: the Influence of Celebrity Endorsement, Social Media Marketing, and Brand Image. Jurnal Manajemen Pemasaran, 16(2), 87–95. https://doi.org/10.9744/pemasaran.16.2.87-95
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM).
Herdiana, T., & Purnama Alamsyah, D. (2017). Country of Origin Dan Citra Merek: Upaya Meningkatkan Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 1(1), 31. https://doi.org/10.33603/jibm.v1i1.488
Latifah, N., Widayani, A., & Normawati, R. A. (2020). Pengaruh Perceived Usefulness Dan Trust Terhadap Kepuasan Konsumen Pada E- Commerce Shopee. BISMA: Jurnal Bisnis Dan Manajemen, 14(1), 82. https://doi.org/10.19184/bisma.v14i1.13550
Lorence, V., & Fuady, I. (2023). Pengaruh Percieved Credibilty of Consumers, Percieved Images of Consumers, Dan Consumer’S Trust Dalam Social Media Marketing Terhadap Minat Beli Produk Kecantikan. Jurnal Manajemen Pemasaran, 17(1), 11–16. https://doi.org/10.9744/jmp.17.1.11-16
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Novitasari, D., Tinggi, S., Ekonomi, I., & Pembangunan, I. (2022). SMEs E-commerce Buying Intention: How the Effect of Perceived Value, Service Quality, Online Customer Review , Digital Marketing and Influencer Marketing. Journal of Information Systems and Management (JISMA), 1(5), 61–69. https://jisma.org/index.php/jisma/article/view/256
Ogi, I., & Samadi, R. L. (2022). Peran Amanda Manopo Sebagai Celebrity Endorsement Terhadap Minat Membeli Di Toko Online Shopee the Role of Amanda Manopo As a Celebrity Endorsement on Buying Interest in Online Shopee. 122 Jurnal EMBA, 10(3), 122–132.
Prasojo, E. (2020). Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image. Jurnal Riset Manajemen Dan Bisnis, 14(2), 83. https://doi.org/10.21460/jrmb.2019.142.338
Ramlawati, R., & Lusyana, E. (2020). Pengaruh Celebrity Endorsement Dan Citra Merek Terhadap Minat Beli Produk Kecantikan Wardah Pada Mahasiswi Hpmm Cabang Maiwa Di Makassar. Jurnal Manajemen & Organisasi Review (Manor), 2(1), 65–75. https://doi.org/10.47354/mjo.v2i1.181
Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 927–944. https://doi.org/10.47467/elmal.v3i5.1179
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 410. https://doi.org/10.30588/jmp.v12i2.1081
Salsabilla, N., & Handayani, T. (2023). Pengaruh Online Customer Review Terjadap Minat Beli Di Sosial Media Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1759–1769. https://doi.org/10.31955/mea.v7i2.3272
Shimp, T. A. (2003). Periklanan & Promosi: Komunikasi Pemasaran Terpadu. (W. K. Alih bahasa/editor: Yahya, D. K., Saat, S., & Kristiaji (ed.)). Jakarta: Erlangga.
Stefanus, T. A., & Loisa, R. (2022). Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote). In Jurnal Manajemen Bisnis dan Kewirausahaan (Vol. 6, Issue 6, pp. 600–605). https://doi.org/10.24912/jmbk.v6i6.20662
Sulistiyawati, E. S., & Widayani, A. (2020). Marketplace Shopee Sebagai Media Promosi Penjualan UMKM di Kota Blitar. Jurnal Pemasaran Kompetitif, 4(1), 133. https://doi.org/10.32493/jpkpk.v4i1.7087
Syirkah, Iskamto, D., & Fauziah, K. (2023). Ulasan Pelanggan , Dukungan Influencer , dan Niat Membeli?: Peran Moderasi Citra Merek. 3(3), 234–251.
Wardhana, H. W., Wahab, Z., Shihab, M. S., & ... (2021). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen: Studi Pada E-Commerce Zalora dengan Brand Image …. Coopetition: Jurnal …, XII(3), 431–446. http://www.journal.ikopin.ac.id/index.php/coopetition/article/view/627%0Ahttp://www.journal.ikopin.ac.id/index.php/coopetition/article/download/627/360
Wibisono, H., Wijaya, K. E., Andreani, F., Perhotelan, P. M., & Petra, U. K. (2021). Pengaruh Online Review Dan Online Rating Terhadap. Jurnal Hospitality Dan …. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/11502%0Ahttp://publication.petra.ac.id/index.php/manajemen-perhotelan/article/viewFile/11502/10110
Widiyanto, I. (2008). Metodologi penelitian. BP Undip, Semarang.
Yenni, Y., & Sugiyanto, L. B. (2023). The Influence of Celebrity Endorser, Price, and Social Media on Purchase Decisions Mediated by Brand Image (Empirical Study: Shopee Consumers in Jakarta). Asian Journal of Social and Humanities, 2(1), 1408–1429. https://doi.org/10.59888/ajosh.v2i1.143
Alessandro, L. C., Japarianto, E., & Kunto, Y. S. (2023). Peran Mediasi Brand Image Pada Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Skin Care Nature Republic. Jurnal Manajemen Pemasaran, 17(1), 24–30. https://doi.org/10.9744/jmp.17.1.24-30
Defiana, Z. (2021). Pengaruh Celebrity Endrose, Brand Image Dan Testimoni Terhadap Minat Beli Konsumen Mie Instan Pada Media Sosial Intagram. Jurnal Manajemen, 7(1), 43–48.
Firmansyah, D., Haryani, Safrina, E., & Diah, M. (2023). Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening. Jurnal Informatika Ekonomi Bisnis, 5, 885–889. https://doi.org/10.37034/infeb.v5i3.674
Firmanza, M. H. D., & Artanti, Y. (2022). Online Buying Intentions of Shopee Consumers: the Influence of Celebrity Endorsement, Social Media Marketing, and Brand Image. Jurnal Manajemen Pemasaran, 16(2), 87–95. https://doi.org/10.9744/pemasaran.16.2.87-95
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM).
Herdiana, T., & Purnama Alamsyah, D. (2017). Country of Origin Dan Citra Merek: Upaya Meningkatkan Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 1(1), 31. https://doi.org/10.33603/jibm.v1i1.488
Latifah, N., Widayani, A., & Normawati, R. A. (2020). Pengaruh Perceived Usefulness Dan Trust Terhadap Kepuasan Konsumen Pada E- Commerce Shopee. BISMA: Jurnal Bisnis Dan Manajemen, 14(1), 82. https://doi.org/10.19184/bisma.v14i1.13550
Lorence, V., & Fuady, I. (2023). Pengaruh Percieved Credibilty of Consumers, Percieved Images of Consumers, Dan Consumer’S Trust Dalam Social Media Marketing Terhadap Minat Beli Produk Kecantikan. Jurnal Manajemen Pemasaran, 17(1), 11–16. https://doi.org/10.9744/jmp.17.1.11-16
Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528
Novitasari, D., Tinggi, S., Ekonomi, I., & Pembangunan, I. (2022). SMEs E-commerce Buying Intention: How the Effect of Perceived Value, Service Quality, Online Customer Review , Digital Marketing and Influencer Marketing. Journal of Information Systems and Management (JISMA), 1(5), 61–69. https://jisma.org/index.php/jisma/article/view/256
Ogi, I., & Samadi, R. L. (2022). Peran Amanda Manopo Sebagai Celebrity Endorsement Terhadap Minat Membeli Di Toko Online Shopee the Role of Amanda Manopo As a Celebrity Endorsement on Buying Interest in Online Shopee. 122 Jurnal EMBA, 10(3), 122–132.
Prasojo, E. (2020). Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image. Jurnal Riset Manajemen Dan Bisnis, 14(2), 83. https://doi.org/10.21460/jrmb.2019.142.338
Ramlawati, R., & Lusyana, E. (2020). Pengaruh Celebrity Endorsement Dan Citra Merek Terhadap Minat Beli Produk Kecantikan Wardah Pada Mahasiswi Hpmm Cabang Maiwa Di Makassar. Jurnal Manajemen & Organisasi Review (Manor), 2(1), 65–75. https://doi.org/10.47354/mjo.v2i1.181
Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 927–944. https://doi.org/10.47467/elmal.v3i5.1179
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 410. https://doi.org/10.30588/jmp.v12i2.1081
Salsabilla, N., & Handayani, T. (2023). Pengaruh Online Customer Review Terjadap Minat Beli Di Sosial Media Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1759–1769. https://doi.org/10.31955/mea.v7i2.3272
Shimp, T. A. (2003). Periklanan & Promosi: Komunikasi Pemasaran Terpadu. (W. K. Alih bahasa/editor: Yahya, D. K., Saat, S., & Kristiaji (ed.)). Jakarta: Erlangga.
Stefanus, T. A., & Loisa, R. (2022). Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote). In Jurnal Manajemen Bisnis dan Kewirausahaan (Vol. 6, Issue 6, pp. 600–605). https://doi.org/10.24912/jmbk.v6i6.20662
Sulistiyawati, E. S., & Widayani, A. (2020). Marketplace Shopee Sebagai Media Promosi Penjualan UMKM di Kota Blitar. Jurnal Pemasaran Kompetitif, 4(1), 133. https://doi.org/10.32493/jpkpk.v4i1.7087
Syirkah, Iskamto, D., & Fauziah, K. (2023). Ulasan Pelanggan , Dukungan Influencer , dan Niat Membeli?: Peran Moderasi Citra Merek. 3(3), 234–251.
Wardhana, H. W., Wahab, Z., Shihab, M. S., & ... (2021). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen: Studi Pada E-Commerce Zalora dengan Brand Image …. Coopetition: Jurnal …, XII(3), 431–446. http://www.journal.ikopin.ac.id/index.php/coopetition/article/view/627%0Ahttp://www.journal.ikopin.ac.id/index.php/coopetition/article/download/627/360
Wibisono, H., Wijaya, K. E., Andreani, F., Perhotelan, P. M., & Petra, U. K. (2021). Pengaruh Online Review Dan Online Rating Terhadap. Jurnal Hospitality Dan …. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/11502%0Ahttp://publication.petra.ac.id/index.php/manajemen-perhotelan/article/viewFile/11502/10110
Widiyanto, I. (2008). Metodologi penelitian. BP Undip, Semarang.
Yenni, Y., & Sugiyanto, L. B. (2023). The Influence of Celebrity Endorser, Price, and Social Media on Purchase Decisions Mediated by Brand Image (Empirical Study: Shopee Consumers in Jakarta). Asian Journal of Social and Humanities, 2(1), 1408–1429. https://doi.org/10.59888/ajosh.v2i1.143
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