The Influence of Attractiveness, Credibility and Brand Attitudes towards Consumer Buying Intentions on Skincare Products
Keywords:
attractiveness, brand attitude, celebrity endorser, consumer buying intentions, credibility
Abstract
This research aims to find out the influence of attractiveness, credibility, brand attitudes on consumer buying intentions. This study is a quantitative study using primary data in the form of questionnaires. The sample in this study was women aged 20 to >51 years and domiciled in Tangerang Regency. The sample was selected using purposive sampling techniques. The data is analyzed using the Structural Equation Model (SEM). The results of this study show that good attractiveness does not improve brand attitude, but good attractiveness will increase consumers' buying intentions. Good credibility will improve the brand's attitude, but good credibility does not increase a consumer's buying intentions. Then, a good brand attitude can increase a consumer's buying intentions.
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Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17. https://doi.org/10.1016/j.jairtraman.2016.12.007
Anggarani, A., Prasetyoning, W., Esa, U., & Jakarta, U. (2020). Celebrity Endorser Iwan Fals Dan Keputusan Pembelian Top Coffee. JCA Ekonomi, 1(2), 350–357.
Asyatami, S. C., & Krisjanti, M. N. (2015). The Effects of Celebrity Endorsement on Consumers’ Attitude Towards The Brand and Purchasing Intention. Journal of Management Info, 4, 1–15.
Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
DeShields, O. W., Kara, A., & Kaynak, E. (1996). Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson. International Journal of Research in Marketing, 13(1), 89–101. https://doi.org/10.1016/0167-8116(95)00036-4
Eren-Erdogmus, İ., Lak, H. S., & Çiçek, M. (2016). Attractive or Credible Celebrities: Who Endorses Green Products Better? Procedia - Social and Behavioral Sciences, 235(October), 587–594. https://doi.org/10.1016/j.sbspro.2016.11.085
Gio, P. U., & rosmaini, elly. (2018). Belajar Olah Data dengan SPSS, MINITAB, R, MICROSOFT EXCEL, EVIEWS, LISREL, AMOS, dan SMARTPLS. https://doi.org/10.31227/osf.io/2z79c
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Hani, S., Marwan, A., & Andre, A. (2018). The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry. Arab Economic and Business Journal, 13(2), 190–196. https://doi.org/10.1016/j.aebj.2018.11.002
Jatmiko, M. R. (2013). Pengaruh Kredibilitas Celebrity Endorser Terhadap Minat Beli Konsumen. Jurnal Ilmu Manajemen Dan Akuntansi Terapan (JIMAT), 4(1), 90–98.
Jeklin, A. (2016). 済無No Title No Title No Title. July, 1–23.
Kurniawan, F. J. (2014). Analisa pengaruh visibility, credibility, attraction, dan power celebrity endorser terhadap brand image bedak marcks venus. Jurnal Strategi Pemasaran, 2(1), 1–8.
Latumeten, R., Lesnussa, Y. A., & Rumlawang, F. Y. (2018). Penggunaan Structural Equation Modeling (Sem) untuk Menganalisis Faktor yang Mempengaruhi Loyalitas Nasabah (Studi Kasus : PT Bank Negara Indonesia (BNI) KCU Ambon). Sainmatika: Jurnal Ilmiah Matematika Dan Ilmu Pengetahuan Alam, 15(2), 76. https://doi.org/10.31851/sainmatika.v15i2.2301
Muda, M., Musa, R., Mohamed, R. N., & Borhan, H. (2014). Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia - Social and Behavioral Sciences, 130, 11–20. https://doi.org/10.1016/j.sbspro.2014.04.002
Muda, M., Musa, R., & Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help? Procedia - Social and Behavioral Sciences, 42(July 2010), 374–382. https://doi.org/10.1016/j.sbspro.2012.04.201
Sampurno, N. V., Ciakrawinata, C. P., & Jokom, R. (2019). Pengaruh Karakteristik Selebriti Endorser Terhadap Minat Beli Melalui Kesadaran Merek Hotel Di Instagram. Jurnal Manajemen Perhotelan, 5(1), 36–44. https://doi.org/10.9744/jmp.5.1.36-44
Sari, N. Y. (2019). Pengaruh Beauty Vlogger Sebagai Celebrity Endorser Terhadap Niat Beli Dengan Asosiasi Merek Sebagai Intervening Variable. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
Sheu, J. B. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Mathematical and Computer Modelling, 52(9–10), 1554–1569. https://doi.org/10.1016/j.mcm.2010.06.020
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January 2019), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Timpal, N., S.L.H.V.J., L., & Rate, P. Van. (2016). Pengaruh Brand Awareness dan Brand Attitude Terhadap Keputusan Pembelian Handphone Merek Nokia (Studi Kasus Pada Siswa SMA dan SMK di Kota Manado). Jurnal Berkala Ilmiah Efisiensi, 16(1), 308–317.
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17. https://doi.org/10.1016/j.jairtraman.2016.12.007
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2022-07-08
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