ANALISIS PENGARUH SOURCE CREDIBILITY DAN ENDORSER NATIONALITY TERHADAP MINAT BELI PRODUK MAYBELLINE
Abstrak
Banyak pengguna media sosial di Indonesia menjadikan platform baru bagi perusahaan untuk mempromosikan produknya, yaitu digital marketing melalui media sosial. Salah satunya adalah endorsement yang dimana menggunakan influencer atau selebriti untuk mempromosikan produknya. Source credibility adalah hal yang penting dalam endorsement yang dimana memiliki 3 komponen yaitu attractiveness, trustworthiness dan expertise. Perusahaan internasional menggunakan strategi iklan endorsement juga, namun adanya cross culture yang membuat endorsement kurang efektif. Penelitian ini membahas pengaruh source credibility dan endorser nationality terhadap minat beli produk Maybelline. Metode analisis data yang digunakan adalah analisis regresi linier berganda dengan teknik pengumpulan data primer kuantitatif yang memanfaatkan Google Forms sebagai media akses lembar kuesioner online sehingga terkumpul sebanyak 134 orang responden yang memenuhi kriteria. Hasil analisis regresi linear berganda menunjukkan bahwa source credibility dan endorser nationality memiliki pengaruh dan berdampak secara signifikan terhadap minat beli produk Maybelline.
Referensi
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Uzunoğlu E., Klip M. (2014). Brand Communication Through Digital Influencers. International Journal of Information Management, 34 (5), 592–602.
Weismueller J., Harrigan P., Wang S., Soutar G. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media.
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Atkin, C. & Block, M, (1983) “Effectiveness Of Celebrity Endorsers”. Journal of Advertising Research, 23(1), 57-61.
Daniel, Wayne W. & Cross, Chad L. (2013). Biostatistics: A Foundation for Analysis in the Health Sciences (10th ed.). Hoboken, NJ: John Wiley & Sons, Inc.
Dom Syed Mazlan Syed Mat, Ramli Hani Suhaila binti, Chin Audrey Lim Li & Fern TanTze (2016). Determinants Of The Effectiveness Of Celebrity Endorsement InAdvertisement.
Evelina, Lidya Wati & Handayani, Fitrie (2018). Penggunaan Digital Influencer dalam Promosi Produk: studi Kasus Akun Instagram @bylizzieparra
Elfira, Tchta Citra (2020). ‘Trafik Pengguna Media Sosial Naik 40 Persen SelamaPandemi Corona’ VOI (31 Maret), tersedia di https://voi.id/teknologi/4227/trafik pengguna-media-sosial-naik40persenselama-pandemi-corona. Diakses pada 2 Februari 2021.
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management,
Godey B.N., Manthiou A., Pederzoli D., Rokka J., Aiello G., Donvito R., Singh R. (2016).Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behaviour. Journal of Business Research.
Ghozali, Imam. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang:Universitas Diponegoro.
H.A (2019). ‘Pentingnya Influencer Sebagai Strategi Marketing’ Blog.mtarget.co (15Januari), tersedia di https://blog.mtarget.co/pentingnya-influencer-sebagai strategi-marketing/. Diakses pada 10 November 2020.
Hassan, S. & Jamil R. A. (2014). “Influence of Celebrity Endorsement on ConsumerPurchase Intention for Existing Products: A Comparative Study.” Journal of Management Info. Vol. 4 (1), pp. 1-23.
Jain Varsha, Roy Subhadip, Kumar Abhishek & Kabra Anusha (2010). Management & Marketing Challenges for Knowledge Society. Vol. 5, No. 4, pp. 121-134
Jain, Vipul dan Abhisek Bagla (2012). Impact of Celebrity Endorsement on Marketing. International Journal of Research in IT and Management. 2(1):40-51
Kemp, Simon (2020). ‘Digital 2020: 3,8 Billion People Use Social Media’ we are social(30 Januari), tersedia di https://wearesocial.com/digital-2020 . Diakses pada 3 November 2020.
Kotler,P. (1984) Marketing Essential/Northwesters University. Prentice-Hall, Inc.
Kotler, Philip dan Gary Armstrong. (2012). Principles of Marketing. GlobalEdition,.14Edition, Pearson Education.
Kotler, Philip, Gary Armstrong (1997), Dasar-dasar Pemasaran (judul asli: Principles ofMarketing), edisi ketujuh. Alih bahasa Alex Sindoro. Penyunting BenyaminMolan. Jakarta: Prenhallindo.
Kotler, P & Keller (2013). Marketing Management, (14 th ed). Jilid 1. England: Pearson Education
Labrecque L.I., Esche J., Mathwick C., Novak T.P., Hofacker C.F. (2013). ConsumerPower: Evolution in the Digital Age. Journal of Interactive Marketing, 27, 257 - 269.
M. Nazir, Metode Penelitian, Jakarta: Ghalia Indonesia, 1988.
Munukka J., Uusitalo O., Toivonen H. (2016). Credibility of a Peer Endorser andAdvertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192. doi:10.1108/JCM-11-2014-1221.
Ohanian, R. (1990). Construction and Validation of scale to measure celebrity endorser’sperceived expertise, trustwothiness, and attractiveness. Jjournal of Advertising, 19(3), pp 39-52.
Patzer, G.L. (1985), Source Credibility as a Function of Communicator PhysicalAttractiveness. Journal of Business Research, 11(2), 229-241.
Priyono. (2008). Metode Penelitian Kuantitatif. Sidoarjo: Zifatama Publishing.
Pratiwi, Awi (2017). ‘Pengaruh Media Sosial Bagi Remaja’ Kompasiana (28 April), tersedia di https://www.kompasiana.com/amipratiwi18 /5902e5578c7e61e71b2c3016/ pengaruh-media-sosial-bagi-remaja. Diakses pada 23 Oktober 2020.
Radjab, Enny & Andi Jam'an. (2017). Metodologi penelitian bisnis. Makassar: LembagaPerpustakaan dan Penerbitan Universitas Muhammadiyah Makassar.
Roll, Martin (2006). Asian Brand Strategy: How Asia Builds Strong Brands
Santoso, S. 2010. Statistik Non Parametrik; konsep dan aplikasi dengan SPSS. Jakarta:PT. Alexmedia Koputindo. Jakarta.
Saporso dan Dian Lestari, “Peranan endorser terhadap brand image dari sudut pandangkonsumen”, Jurnal Ilmiah Manajemen Bisnis,Vol. 9, No.3, Sepetember (2009), 162
Schiffman, L.G. & Wisenblit, L.J (2015). Consumer behavior (11th ed). New Jersey:Pearson Education.
Saunders, M., Lewis, P. and Thornhill, A. (2012) Research Methods for Business Students. Pearson Education Ltd., Harlow.
Sekaran, Uma & Bougie, R. (2009). Research Methods for Business: A Skill-buildingApproach (5th Ed.). Chichester: John Wiley & Sons.
Sekaran, Uma & Bougie, R. (2016). Research Methods for Business: A Skill BuildingApproach (7th. Ed.). New York: John Wiley & Sons.
Solomon M.R. (2017). Consumer Behavior: Buying, Having, and Being 12th Edition.United States: Pearson Education.
Sugiyono (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta
Siyoto, Sandu & Ali Sodik. (2015). Dasar Metodologi Penelitian. Yogyakarta: LiterasiMedia Publishing.
Shimp, A. Terence. 2003. Periklanan Promosi. Ahli bahasa : Revyani Sjahrial & Dyah Anikasari. Jakarta: PT. Gramedia Jakarta.
Shimp, T. A., & Andrews, J. (2012). Adevrtising, Promotion, and other aspects of Integrated Marketing Communications (ninth edition ed.).
Shimp, Terence A. (2010). Integrated Marketing Communication in Advertising and Promotion, 8e. South-Western: Cengage Learning.
Swastha B., & Irawan (2008). Manajemen Pemasaran Modern. Edisi Ketiga Belas. Penerbit Liberty: Yogyakarta
Trisna, Ankana Ratna Bulan (2019). Pengaruh Celebrity Endorser dan Sosial MediaMarketing Terhadap Keputusan Pembelian Produk Kosmetik Maybelline Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
Uzunoğlu E., Klip M. (2014). Brand Communication Through Digital Influencers. International Journal of Information Management, 34 (5), 592–602.
Weismueller J., Harrigan P., Wang S., Soutar G. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media.
Zikmund, William G., et al. (2010). Business Research Methods (eight edition). South Western, USA: Cengage Learning.
Zikmund, William G., Babin, Barry J., Carr, Jon C. & Griffin, M. (2020). BusinessResearch Methods (8th Ed.). South-Western Cengage Learning
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Diterbitkan
2021-12-31
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