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All Journal Jurnal Manajerial Dan Kewirausahaan
Patricia Patricia
Universitas Tarumanagara
Economics, Econometrics & Finance Social Sciences

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Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia Patricia Patricia; Rodhiah Rodhiah
Jurnal Manajerial Dan Kewirausahaan Vol 3, No 1 (2021): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v3i1.11293

Abstract

The purpose of this research is to examine the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude and how attitude towards the endorsement mediates the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude. The population of this study is consumers of The Body Shop in Jakarta who acknowledge Jerinx. This research uses a descriptive approach. Sampling was done using a purposive sampling method. In total there were 100 respondents who participated. Data were collected using an online questionnaire, Google Form. The analysis used is structural equation modeling (SEM) with SmartPLS as a tool for analyzing data. The result of this study indicate that celebrity motive has a positive and significant effect towards brand attitude, while attitude towards the celebrity, celebrity—brand fit, and celebrity expertise have positive and not significant effects towards brand attitude. Attitude towards the endorsement is a positive and significant mediator of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive towards brand attitude. Furthermore, this research can be used as new insights for brands on advertising their products using celebrity endorsement, how and what to consider for choosing the right celebrity endorser.Tujuan dari penelitian ini adalah untuk menguji pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, dan celebrity motive terhadap brand attitude dan attitude towards the endorsement memediasi pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive terhadap brand attitude. Populasi penelitian ini adalah konsumen The Body Shop di Jakarta yang mengetahui sosok Jerinx. Penelitian ini menggunakan pendekatan deskriptif. Pengambilan sampel dilakukan dengan menggunakan teknik pendekatan purposive sampling. Secara total terdapat 100 responden yang berpartisipasi. Data dikoleksi menggunakan kuisioner online, Google Form. Analisis yang digunakan adalah structural equation modeling (SEM) dengan menggunakan SmartPLS sebagai alat untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa celebrity motive memiliki pengaruh positif dan signifikan terhadap brand attitude, sementara attitude towards the celebrity, celebrity—brand fit, dan celebrity expertise memiliki pengaruh positif dan tidak signifikan terhadap brand attitude. Attitude towards the endorsement merupakan mediator positif dan signifikan dari attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive pada brand attitude. Selanjutnya, penelitian ini dapat digunakan sebagai wawasan bagi perusahaan dalam periklanan dengan menggunakan strategi celebrity endorsement, bagaimana dan apa yang perlu dipertimbangkan dalam memilih celebrity endorser.
Analisis Pengaruh Influencer Marketing dan Social Media Marketing terhadap Purchase Intention Melalui Customer Trust pada Produk Mother of Pearl di Jakarta Patricia Patricia; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/qge2sy24

Abstract

Tujuan dari penelitian ini adalah untuk menguji Influencer Marketing dan Social Media Marketing terhadap Purchase Intention serta menguji Customer Trust sebagai mediasi Influencer Marketing dan Social Media Marketing terhadap Purchase Intention. Populasi dari penelitian ini adalah konsumen dari produk Mother of Pearl di Jakarta. Populasi yang digunakan dalam penelitian ini sebanyak 178 responden yang Valid dari 180 responden. Penelitian ini menggunakan metode Non-Probability Sampling dengan metode Purposive Sampling dalam mengumpulkan secara online melalui g-form lalu diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah Influencer Marketing dan Social Media Marketing dapat mempengaruhi Purchase Intention, Influencer Marketing dan Social Media Marketing dapat mempengaruhi Customer Trust dan Customer Trust dapat memediasi Influencer Marketing terhadap Purchase Intention namun, Customer Trust tidak dapat memediasi Social Media Marketing terhadap Purchase Intention. The purpose of this research is to examine Influencer Marketing and Social Media Marketing on Purchase Intention and examine Customer Trust as a mediator of Influencer Marketing and Social Media Marketing on Purchase Intention. The population of this research is consumers of Mother of Pearl products in Jakarta. The population used in this research was 178 valid respondents out of 180 respondents. This research uses the Non-Probability Sampling method with the Purposive Sampling method to collect online via g-form and then process using smartPLS-SEM. The results of this research are that Influencer Marketing and Social Media Marketing can affect Purchase Intention, Influencer Marketing and Social Media Marketing can affect Customer Trust and Customer Trust can mediate Influencer Marketing on Purchase Intention, however, Customer Trust cannot mediate Social Media Marketing on Purchase Intention.
Co-Authors Galuh Mira Saktiana Rodhiah Rodhiah