BRAND TRUST DAN BRAND ATTITUDE SEBAGAI MEDIATOR CELEBRITY ENDORSEMENT DAN PURCHASE INTENTION STUDI PENGGUNA E-COMMERCE TIKTOK SHOP
Keywords:
Brand Trust and Brand Attitude, Celebrity Endorsement and Purchase Intention, E-Commerce Tiktok Shop
Abstract
Penelitian ini menguji bagaimana pengaruh brand trust dan brand attitude berfungsi sebagai mediator pengaruh celebrity endorsement terhadap purchase intention pada e-commerce TikTok Shop. Metode survei berupa kuesioner self-administered yang melibatkan 240 responden dengan mengadopsi teknik purposive sampling dengan kapabilitas sampel pengguna e-commerce TikTok Shop berusia minimal 17 tahun yang berdomisili di Pulau Jawa dan pernah berbelanja melalui platform tersebut. Analisis ini mengimplementasikan structural equation modeling (SEM) menggunakan software AMOS versi 24. Temuan membuktikan bagaimana celebrity endorsement memengaruhi brand trust dan brand attitude, yang pada gilirannya berdampak pada purchase intention.
References
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Halim, F., Augustinah, F., Vidyanata, D., Sherly, S., & Sudirman, A. (2022). Determinants of Intention to Use the TikTok Application among Generation Z. Ideas: Jurnal Pendidikan, Sosial, Dan Budaya, 8(3), 721. https://doi.org/10.32884/ideas.v8i3.977
Helme-Guizon, A., & Magnoni, F. (2019). Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty? Journal of Marketing Management, 35(7–8), 716–741. https://doi.org/10.1080/0267257X.2019.1599990
Heptariza, A., Komang Prasiani, N., & Darmawan, A. J. (2023). PENGARUH KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE (Studi Kasus Pada Pengguna Marketplace Shopeee di Kota Denpasar, Bali). Journal of Applied Management Studies (JAMMS), 4(2), 97–111.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31
Hutamy, E. T., Swartika, F., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Persepsi Peserta Didik Terhadap Pemanfaatan Tik Tok Sebagai Media Pembelajaran. Prosiding Seminar Nasional Penelitian Dan Pengabdian 2021, 1270–1281. http://prosiding.rcipublisher.org/index.php/prosiding/article/view/294
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98–108. https://doi.org/10.1108/10610421211215517
Ibrahim, H., Mariapan, M., Lin, E. L. A., & Bidin, S. (2021). Environmental concern, attitude and intention in understanding student’s anti-littering behavior using structural equation modeling. Sustainability (Switzerland), 13(8). https://doi.org/10.3390/su13084301
Jannah, K. N., Kurnia, P. R., & Sitio, R. P. (2023). Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(02), 161–180. https://journal.uii.ac.id/selma/index
Komang Cintya Trisna Dewi, & I Gst. Ngurah Jaya Agung Widagda. (2024). Peran Brand Trust Memediasi Pengaruh Celebrity Endorse terhadap Purchase Intention Produk Sabun Pembersih Wajah Biore di Kota Denpasar. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8), 5707–5727. https://doi.org/10.47467/alkharaj.v6i8.3525
Kotler, P., & Keller, K. L. (2012). Management marketing. Agrekon, 11(1).
Krisdanu, C. A., & Kiranastari Asoka Sumantri. (2023). TikTok sebagai Media Pemasaran Digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24–36. https://doi.org/10.51544/jlmk.v7i2.4173
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432. https://doi.org/10.1108/IJSMS-03-2017-0022
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48. https://doi.org/10.2307/1251413
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Nam, C., Dong, H., & Lee, Y. A. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4(1). https://doi.org/10.1186/s40691-017-0091-3
NGUYEN, N. T. (2021). The Influence of Celebrity Endorsement on Young Vietnamese Consumers’ Purchasing Intention*. Journal of Asian Finance, Economics and Business, 8(1), 951–960. https://doi.org/10.13106/jafeb.2021.vol8.no1.951
Nuraida, C. F., Andharini, S. N., & Satiti, N. R. (2022). The Influence of Celebrity Endorsers on Purchasing Intention through the Shopee Application with Brand Trust as Mediation Variable. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 2(03), 235–244. https://doi.org/10.22219/jamanika.v2i03.22742
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2024-11-06
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