Product-Influencer Fit terhadap Attitude Toward Influencer, Influencer Credibility, Attitude Toward Product dan Dampaknya pada Purchase Intention Produk Whitelab
Abstract
This research aims to investigate the influence of product-influencer fit on attitudes towards influencers, influencer credibility, attitudes towards products, and their impact on purchase intentions. We also wanted to see the compatibility between the Whitelab Cera-Mug Barrier Moisturizing Gel product and the influencer Bintang Emon. A quantitative approach was used in this research, using SEM-PLS analysis techniques and the SmartPLS 3.0 application to test the data. Respondents consisted of Bintang Emon followers who were aware of the Whitelab Cera-Mug Barrier Moisturizing Gel product promoted by the influencer, but had never purchased the product. The number of respondents was 198 people with age criteria over 18 years. The research results show that there is a positive influence of product-influencer fit on attitudes towards influencers, influencer credibility, and attitudes towards products. Apart from that, the credibility of the influencer also influences attitudes towards the influencer and attitudes towards the product. However, no significant influence was found from product-influencer fit, influencer credibility, and attitude towards the influencer on purchase intentions. Conclusion, this research highlights the importance of the match between the product and the influencer in influencing the influencer's attitudes and credibility as well as attitudes towards the product. However, to increase purchase intent, other factors may need to be considered besides product-influencer fit, influencer credibility, and attitudes toward the influencer.
Keywords: Influencer Credibility, Purchase Intention, Product-Influencer Fit, Attitude Toward the Product
References
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Homer, See P. M. & Kahle, L. R., (1990). Source Expertise, Time of Source Identification, and Involvement in Persuasion. Journal of Advertising, 19(1), pp. 30–39. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673178
Hovland, C. I., Irving K. J., & Harold H. K. (1953). Communication and Persuasion, New Haven, CT: Yale University Press. https://psycnet.apa.org/record/1953-15071-000
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237. https://journals.sagepub.com/doi/abs/10.1016/j.ausmj.2011.07.005
Ing, G. P., & Ming, T. (2018). Antecedents of consumer attitude towards blogger recommendations and its impact on purchase intention. Asian Journal of Business and Accounting, 11(1), 293-323. https://fiqh.um.edu.my/index.php/AJBA/article/view/12164
Jain, S. P. & Posavac, S. S., (2001). Prepurchase Attribute Verifiability, Source Credibility, and Persuasion. Journal of Consumer Psychology, 11(3), 169–80.
Janssen, L., Schouten, A. P., & Croes, E. A. (2021). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 101-127. https://www.tandfonline.com/doi/full/10.1080/02650487.2021.1994205
Jeong, H. J., & Kwon, K. N. (2012). The effectiveness of two online persuasion claims: Limited product availability and product popularity. Journal of promotion management, 18(1), 83-99. https://www.tandfonline.com/doi/abs/10.1080/10496491.2012.646221
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569- 586. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20555
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & marketing, 29(9), 690-703. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20555
Keller, E., & Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster.
Khan, H. H., Naz, I., Qureshi, F., & Ghafoor, A. (2017). Heuristics and stock buying decision: Evidence from Malaysian and Pakistani stock markets. Borsa Istanbul Review, 17(2), 97-110.
Kim, D. Y., & Kim, H. Y. (2020). Influencer advertising on social media: the multiple inference model on influencer-product congruence and sponsorship disclosure. Journal Business Research. https://doi.org/10.1016/j.jbusres.2020.02.020.
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.
Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism management, 49, 29-41.
Knight, D. & Young Kim, E. (2007). Japanese Consumers’ Need for Uniqueness – Effects on Brand Perceptions and Purchase Intention. Journal of Fashion Marketing and Management, 11(2), 270- 280.
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://www.emerald.com/insight/content/doi/10.1108/MRR-07-2015-0161/full/html
La Ferle, C., & Choi, S. M. (2005). The importance of perceived endorser credibility in South Korean advertising. Journal of current issues & research in advertising, 27(2), 67-81. https://www.tandfonline.com/doi/abs/10.1080/10641734.2005.10505182
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems. https://doi.org/10.1108/IMDS-06-2016-0229.
Lee, J. G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of advertising research, 48(3), 433-449. https://www.journalofadvertisingresearch.com/content/48/3/433.short
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45. https://www.sciencedirect.com/science/article/pii/S0969698916300212
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332. https://journals.sagepub.com/doi/abs/10.1177/002224378101800306
Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy. McGraw-Hill Education. https://thuvienso.hoasen.edu.vn/handle/123456789/9981
Patricia, P., & Rodhiah, R. (2021). Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia. Jurnal Manajerial Dan Kewirausahaan, 3(1), 107-116. https://www.academia.edu/download/81984392/7047.pdf
Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention?. Journal of Promotion Management, 24(2), 153-177. https://www.tandfonline.com/doi/abs/10.1080/10496491.2017.1360826
Roy, S., & Jain, V. (2017). Exploring meaning transfer in celebrity endorsements: measurement and validation. Asia-Pacific Journal of Business Administration, 9(2), 87-104. https://www.emerald.com/insight/content/doi/10.1108/APJBA-06-2016-0058/full/html
Roy, S., Jain, V., & Matta, N. (2018). An integrated model of luxury fashion consumption: perspective from a developing nation. Journal of Fashion Marketing and Management: An International Journal, 22(1), 49-66. https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2017-0037/full/html
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898.
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of marketing Research, 25-61. https://www.emerald.com/insight/content/doi/10.1108/S1548-6435(2013)0000010006/full/html
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of advertising, 31(2), 17-35. https://www.tandfonline.com/doi/abs/10.1080/00913367.2002.10673664
Stubb, C., Nyström, A. G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109-122. https://www.emerald.com/insight/content/doi/10.1108/JCOM-11-2018-0119/full/html
Surana, R. (2008). The effectiveness of celebrity endorsement in India. Retrieved August, 29, 2023. https://www.academia.edu/download/31674352/08MAlixrs13.pdf
Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision, 21(4), 367-374. https://journals.sagepub.com/doi/abs/10.1177/0972262917733174
Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. https://www.sciencedirect.com/science/article/pii/S0148296316301023
Zarantonello L, & Schmitt BH. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255–280. https://www.tandfonline.com/doi/abs/10.2501/IJA-32-2-255-280
Brown, W. J., & Basil, M. D. (2010). Parasocial interaction and identification: Social change processes for effective health interventions. Health communication, 25(6-7), 601-602. https://www.tandfonline.com/doi/full/10.1080/10410236.2010.496830
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380. https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2019-0157/full/html
Choi, S. M. & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement. Psychology and Marketing, 29(9), 639–650. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20550
Cooke, R., & Sheeran, P. (2004). Moderation of cognition‐intention and cognition‐behavior relations: A meta‐analysis of properties of variables from the theory of planned behavior. British journal of social psychology, 43(2), 159-186. https://bpspsychub.onlinelibrary.wiley.com/doi/abs/10.1348/0144666041501688
Cooper & Schindler. (2014). Business Research Method (Vol. 12th edition). New York: McGraw-Hill. https://thuvienso.hoasen.edu.vn/handle/123456789/10310
Charbonneau, J., & Garland, R. (2010). Product effect on endorser image: The potential for reverse image transfer. Asia Pacific Journal of Marketing and Logistics, 22(1), 101–110. https://www.emerald.com/insight/content/doi/10.1108/13555851011013182/full/html
Davies, F., & Slater, S. (2017). Unpacking celebrity brands through unpaid market communications. In Celebrity, Convergence and Transformation (pp. 213-232). Routledge.
De Cicco, R., Iacobucci, S., & Pagliaro, S. (2021). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International Journal of Advertising, 40(5), 733-759. https://www.tandfonline.com/doi/abs/10.1080/02650487.2020.1801198
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram profiles influencing the purchase decision of young female users. Computer in Human Behavior. Vol. 68, 1-7. https://www.sciencedirect.com/science/article/pii/S0747563216307506
Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314. https://www.tandfonline.com/doi/abs/10.1362/026725799784870379
Goldsmith, R., Barbara A. Lafferty, & Stephen J. Newell. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising, 29 (3), 43-54. https://www.tandfonline.com/doi/abs/10.1080/00913367.2000.10673616
Hamouda, M. (2018). Understanding social media advertising effect on consumers' responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426-445. https://www.emerald.com/insight/content/doi/10.1108/JEIM-07-2017-0101/full/html?fullSc=1&mbSc=1
Hanindharputri, M. A., & Putra, I. K. A. M. (2019). Peran Influencer dalam Strategi Meningkatkan Promosi dari Suatu Brand. In Sandyakala: Prosiding Seminar Nasional Seni, Kriya, dan Desain (Vol. 1, pp. 335-343). https://eproceeding.isi-dps.ac.id/index.php/sandyakala/article/view/73
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Modern (Sebuah Studi Literatur). Eksekutif, 15(1), 133-146.
Hasbullah, N., Mahajar, A. J., & Salleh, M. I. (2014). Can the theory of planned behavior be extended?: Evidence from numerous research. International Journal of Current Research, 6(12), 11167-11169. http://www.journalcra.com.
Hegner, S.M., Fenko, A. & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. The Journal of Product and Brand Management, Emerald Publishing, 26(1), pp. 26-41. https://www.emerald.com/insight/content/doi/10.1108/JPBM-06-2016-1215/full/html?fullSc=1
Homer, See P. M. & Kahle, L. R., (1990). Source Expertise, Time of Source Identification, and Involvement in Persuasion. Journal of Advertising, 19(1), pp. 30–39. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673178
Hovland, C. I., Irving K. J., & Harold H. K. (1953). Communication and Persuasion, New Haven, CT: Yale University Press. https://psycnet.apa.org/record/1953-15071-000
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237. https://journals.sagepub.com/doi/abs/10.1016/j.ausmj.2011.07.005
Ing, G. P., & Ming, T. (2018). Antecedents of consumer attitude towards blogger recommendations and its impact on purchase intention. Asian Journal of Business and Accounting, 11(1), 293-323. https://fiqh.um.edu.my/index.php/AJBA/article/view/12164
Jain, S. P. & Posavac, S. S., (2001). Prepurchase Attribute Verifiability, Source Credibility, and Persuasion. Journal of Consumer Psychology, 11(3), 169–80.
Janssen, L., Schouten, A. P., & Croes, E. A. (2021). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 101-127. https://www.tandfonline.com/doi/full/10.1080/02650487.2021.1994205
Jeong, H. J., & Kwon, K. N. (2012). The effectiveness of two online persuasion claims: Limited product availability and product popularity. Journal of promotion management, 18(1), 83-99. https://www.tandfonline.com/doi/abs/10.1080/10496491.2012.646221
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569- 586. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20555
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & marketing, 29(9), 690-703. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20555
Keller, E., & Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster.
Khan, H. H., Naz, I., Qureshi, F., & Ghafoor, A. (2017). Heuristics and stock buying decision: Evidence from Malaysian and Pakistani stock markets. Borsa Istanbul Review, 17(2), 97-110.
Kim, D. Y., & Kim, H. Y. (2020). Influencer advertising on social media: the multiple inference model on influencer-product congruence and sponsorship disclosure. Journal Business Research. https://doi.org/10.1016/j.jbusres.2020.02.020.
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.
Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism management, 49, 29-41.
Knight, D. & Young Kim, E. (2007). Japanese Consumers’ Need for Uniqueness – Effects on Brand Perceptions and Purchase Intention. Journal of Fashion Marketing and Management, 11(2), 270- 280.
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://www.emerald.com/insight/content/doi/10.1108/MRR-07-2015-0161/full/html
La Ferle, C., & Choi, S. M. (2005). The importance of perceived endorser credibility in South Korean advertising. Journal of current issues & research in advertising, 27(2), 67-81. https://www.tandfonline.com/doi/abs/10.1080/10641734.2005.10505182
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems. https://doi.org/10.1108/IMDS-06-2016-0229.
Lee, J. G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of advertising research, 48(3), 433-449. https://www.journalofadvertisingresearch.com/content/48/3/433.short
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45. https://www.sciencedirect.com/science/article/pii/S0969698916300212
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332. https://journals.sagepub.com/doi/abs/10.1177/002224378101800306
Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy. McGraw-Hill Education. https://thuvienso.hoasen.edu.vn/handle/123456789/9981
Patricia, P., & Rodhiah, R. (2021). Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia. Jurnal Manajerial Dan Kewirausahaan, 3(1), 107-116. https://www.academia.edu/download/81984392/7047.pdf
Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention?. Journal of Promotion Management, 24(2), 153-177. https://www.tandfonline.com/doi/abs/10.1080/10496491.2017.1360826
Roy, S., & Jain, V. (2017). Exploring meaning transfer in celebrity endorsements: measurement and validation. Asia-Pacific Journal of Business Administration, 9(2), 87-104. https://www.emerald.com/insight/content/doi/10.1108/APJBA-06-2016-0058/full/html
Roy, S., Jain, V., & Matta, N. (2018). An integrated model of luxury fashion consumption: perspective from a developing nation. Journal of Fashion Marketing and Management: An International Journal, 22(1), 49-66. https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2017-0037/full/html
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898.
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of marketing Research, 25-61. https://www.emerald.com/insight/content/doi/10.1108/S1548-6435(2013)0000010006/full/html
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of advertising, 31(2), 17-35. https://www.tandfonline.com/doi/abs/10.1080/00913367.2002.10673664
Stubb, C., Nyström, A. G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109-122. https://www.emerald.com/insight/content/doi/10.1108/JCOM-11-2018-0119/full/html
Surana, R. (2008). The effectiveness of celebrity endorsement in India. Retrieved August, 29, 2023. https://www.academia.edu/download/31674352/08MAlixrs13.pdf
Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision, 21(4), 367-374. https://journals.sagepub.com/doi/abs/10.1177/0972262917733174
Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. https://www.sciencedirect.com/science/article/pii/S0148296316301023
Zarantonello L, & Schmitt BH. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255–280. https://www.tandfonline.com/doi/abs/10.2501/IJA-32-2-255-280
Published
2024-03-31
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Copyright (c) 2024 Nadia Ramadhani Nugroho Putri, Tanti Handriana
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