Article Sidebar

Download
PDF
Statistic
Read Counter : 334 Download : 373

Main Article Content

Abstract

This study aims to determine the effect of Brand Image and Celebrity Endorser on the Purchase Decision. Indonesian Halal Body Cream Cosmetics of Wardah brand chosen as the context for this research. Empirical data were collected through a survey of 96 working mothers in South Tangerang Region. The quantitative method used is explanatory research using statistical analysis techniques through multiple linear regression analysis including correlation, determination, and hypothesis testing. The result of this study shows that “Brand Image” has a significant effect on purchasing decisions by 41.1%, while “Celebrity endorsers” also have a significant effect on purchasing decisions by 36.0%.

Keywords

Brand Image Celebrity Endorser Buying decision

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.

How to Cite
Oktarini, R. (2021). The Effect Of Brand Image and Celebrity Endorser on "Wardah" Indonesian Halal Body Cream Cosmetics’ Purchase Decisions. Kontigensi : Jurnal Ilmiah Manajemen, 9(2), 540-549. https://doi.org/10.56457/jimk.v9i2.206

References

  1. Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325–331. https://doi.org/10.1016/j.jretconser.2012.03.006
  2. Fildzah, N. A., & Sari, D. (2017). Pengaruh Celebrity Endorser Dan Word of Mouth Terhadap Keputusan Pembelian Produk Sweater Online Shop Alco di Media Sosial Instagram. 11(2). https://jurnal.stiepas.ac.id/index.php/jebe/article/view/22
  3. Huda, O. K., & Nugroho, A. T. (2020). Pengaruh Word of Mouth dan Citra Merek Terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek. Jurnal Pengembangan Wiraswasta, 22(02), 141. https://doi.org/10.33370/jpw.v22i02.436
  4. Kotler, P., & Armstrong, G. (2018). Principles of marketing (17e, global edition ed.). Pearson.
  5. Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
  6. Putri, M. J., & Rimadias, S. (2020). Analisis aspek penentu niat konsumen dalam membeli produk halal di indonesia (telaah pada mie ramen jepang halal). Seminar Nasional Akuntansi. http://openjournal.unpam.ac.id/index.php/SNU/article/view/2614
  7. Rangkuti, F. (2015). The Power Of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek dan Analisis Kasus Dengan Spss. Gramedia Pustaka Utama.
  8. Rimadias, S., & Faradila, L. (2019). The Role of Attitudinal Loyalty, Behavioral Loyalty, Sponsor Awareness, And Attitude Toward Sponsorship in Creating Purchase Intention on Specs. Jurnal Ilmu Manajemen & Ekonomika, 11(2).
  9. Saputro, A. A., Hidayati, N., & Rizal, M. (2020). Pengaruh Celebrity Endorsement, Testimoni, dan Keamanan Terhadap Keputusan Pembelian Pada Online Shop Blibli.Com (Studi Pada Mahasiswa Feb Unisma Angkatan Tahun 2016). Jurnal Ilmiah Riset Manajemen, 9(16), Article 16. http://www.riset.unisma.ac.id/index.php/jrm/article/view/8358
  10. Sembiring, R. C. B. (2019). Pengaruh Kualitas Produk dan Celebrity Endorser Terhadap Keputusan Pembelian Bedak Wardah di Counter Wardah Plaza Medan Fair [Universitas Sumatera Utara]. http://repositori.usu.ac.id/handle/123456789/12706
  11. Shimp, T. A., & Andrews, J. C. (2018). Advertising, promotion and other aspects of integrated marketing communication (10th edition). Cengage.
  12. Singh, R. P., & Banerjee, N. (2018). Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention. Global Business Review, 19(6), 1622–1639. https://doi.org/10.1177/0972150918794974
  13. Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
  14. Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology and Marketing, 25(2), 179–196. https://doi.org/10.1002/mar.20205
  15. Xie, K. L., Kwok, L., & Wu, J. (2019). Are consumers loyal to home-sharing services?: Impacts of host attributes and frequency of past stays. International Journal of Contemporary Hospitality Management, 31(3), 1066–1085. https://doi.org/10.1108/IJCHM-09-2017-0552