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Nurul Hermina
Universitas Widyatama
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Journal : Jurnal Manajerial

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The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision Naila Syalsabila; Nurul Hermina
Jurnal Manajerial Vol 10 No 01 (2023): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v10i1.4650

Abstract

Background – The awareness and massive adoption towards internet has motivated companies to include it into their marketing strategies, such as by using celebrity endorsement and social media use, as this will enable them to increase customer engagement and their purchase decision. Aim – This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions. Design / methodology / approach – This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling. Findings – The research results show that: (1) the use of social media has a positive effect on customer engagement; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions. Research implication – MSMEs need to understand the important role of the influence of social media in increasing engagement with consumers. The use of celebrity endorsement must also be considered as an important aspect that can encourage consumer engagement. Limitations – This research was specifically conducted on SMEs in the handicraft and culinary industry in West Java. Future studies require to be carried out in different settings to ensure generalizability of the present study.
Co-Authors Aan Suharto Abdul Azis Alwi Alwi Andhi Sukma Ari Aprian Ferdiansyah Arifin, Mohamad Zainal Asep Mulyadi Asep Mulyadi Budiawan, Andi Dadang Dally Darmo, Eko Dede Iskandar Dinata Deden Novan Deden Sutisna Deden Sutisna Dera Reggiana Dewi Oktari, Sari Dora, Yenny Maya Dwi Utari, Anggita Erik Ferdiyan Kurnia Harun Erwin Firdaus Fadhlurrahmah, Sitti Nur Azmi Febrianti, Adjeng Febrianti, Adjeng Mariana Firdaus, Erwin Galih Ray Cakrawinata Gempur Putra Pratama Gifhary, Muhammad Naufal Hardian, Reza Harun, Erik Ferdiyan Kurnia Hendra Widyan Rahmatsyah Herlina Herlina Herni Nurtini Iriani, Yani Irvan Setiawan Iwan Kresna Setiadi Kusumawardana, Mohammad Fauzi La Ode Habibi Ade Jama Lia Yuliani Lia Yuliani Lilis Yuaningsih Luruk Berek, Hildegardis Mariana Lutfiansyah, Muhammad Maman Suratman Maman Suratman Marinda, Vina Silviani Maulana Hasanuddin, Maulana Mohd. Haizam Muhammad Lutfiansyah Naila Syalsabila Naila Syalsabila Nina Nurani Novita, Renny Nugraha, Deden Novan Setiawan Nur Ulfah, Tirani Hikmah Nurani, Nina Nurhasanah Nurhasanah Nurhasanah Nurhasanah Oktari, Sari Dewi Oktavia Mulyani Rafi, Fathan Reggiana, Dera Rima Yhanti Rizqi Rahman, Ryan Rustandi, Muhamad Ryan Rizqi Rahman Santoso, Anton Budi Setiawan, Fran Silviani Marinda, Vina Suganda, Uce Karna Supriyadi, Cecep Tirtamentari, Dwi Palwanto Vina Dwi Mercuri Wardoyo, Teguh Wiguna, Budi Satria Yuaningsih, Lilis Yusup Yusup