PERAN KREDIBILITAS CELEBRITY ENDORSER DALAM MEMODERASI PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP NIAT BELI
Abstract
Produk kecantikan menjadi kebutuhan utama bagi Wanita, salah satunya lipstik. Lipstik dapat memberikan kesan lebih fresh dan dapat meningkatkan kepercayaan diri. Oleh karena itu, brand yang mengeluarkan produk lipstik dituntut untuk terus melakukan inovasi sesuai dengan permintaan konsumen setiap tahunnya. Penelitian ini bertujuan untuk menjelaskan peran kredibilitas celebrity endorser memoderasi pengaruh kualitas produk dan harga terhadap niat beli produk lipstik Hanasui di Kota Denpasar dengan menggunakan pendekatan teori keseimbangan. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling. Berdasarkan data survei dari 200 responden, hasil analisis moderated regression analisys (MRA) menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap niat beli. Harga berpengaruh positif dan signifikan terhadap niat beli. Kredibilitas celebrity endorser tidak memoderasi pengaruh kualitas produk terhadap niat beli. Kredibilitas celebrity endorser mampu memoderasi memperlemah pengaruh harga terhadap niat beli. Implikasi temuan ini dapat menjadi referensi bagi perusahaan Hanasui untuk mencapai keuntungan dan peningkatan penjualan dengan memperhatikan kualitas produk, harga, dan kredibilitas celebrity endorser sehingga konsumen tertarik untuk membeli produk Lipstik Hanasui.
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References
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Pornpitakpan, C. (2012). Validation of the Celebrity Endorsers ’ Credibility Scale : Evidence From Asians. Journal of Marketing Management, 19(1–2), 37–41.
Ramadhani, S. K. (2017). Analisis Pengaruh Advertising, Percieved Value, dan Social Influence Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Journal of Chemical Information and Modeling, 8(9), 1–58.
Roy, S. (2016). Meaning transfer in celebrity endorsements : an explanation using metaphors using metaphors. Journal of Marketing Communications, 0–20.
Suandayana, I. B. P., & Setiawan, P. Y. (2019). Peran Citra Merek dalam Memediasi Pengaruh Kualitas Produk Terhadap Niat Beli. E-Jurnal Manajemen, 8(1), 7371–7398.
Suartama, I. K. C. H., & Setiawan, P. Y. (2019). Peran Brand Image Memediasi Pengaruh Kualitas Produk terhadap Niat Beli Ulang ( Studi pada Smartphone Samsung di Kota Denpasar ). E-Jurnal Manajemen, 8(4), 2555–2583.
Yogi, K. S. (2016). An empirical and fuzzy logic approach to product quality and purchase intention of customers in two wheelers. Pacific Science Review B : Humanities and Social Sciences, 1–13.
Yulia, I. G. A. A., & Ekawati, N. W. (2021). The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace. International Journal of Economics and Management Studies, 8(1), 13–22.
BeautyJournal.id. (2022). Review: Hanasui Mattedorable Lip Cream & Tintdorable Lip Stain, Lipstik Viral Seharga Rp20 Ribuan. https://journal.sociolla.com/editors-review/hanasui-lip-cream-lip-stain
Bennett, D. H. S., Anaza, N. A., & Andonova, Y. G. (2021). Big names and small price tags : an analysis of celebrity endorsement on consumers ’ perceptions of price, quality, and intent to purchase. Journal of Marketing Theory And Practice, 0–18. https://doi.org/10.1080/10696679.2021.1896952
Candra, B. F., & Suparna, G. (2019). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Terhadap Niat Beli. E-Jurnal Manajemen, 8(11), 6638–6657.
Damayana, J. R., & Rahyuda, K. (2018). Peran Kualitas Produk dalam Memediasi Hubungan Harga terhadap Niat Beli Laptop Asus di Kota Denpasar. E-Jurnal Manajemen Unud, 7(9), 4918–4946.
Dewi, C. I. G. A., & Rahyuda, I. K. (2019). Peran Brand Image Memediasi Hubungan Kredibilitas Celebrity Endorser Dengan Niat Beli. E-Jurnal Manajemen, 8(8), 5007–5035.
Dewi, P. A. I. P., & Purnami, N. M. (2019). Peran Brand Image Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Brand Loyalty. E-Jurnal Manajemen, 8(8), 4841–4870.
Dikčius, V., & Ilciukiene, S. (2021). National or Global ? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer ’ s Purchase Intention. Organizations and Markets in Emerging Economies, 12(1), 160–177.
Febriati1, I. G. A. U., & Respati, N. N. R. (2020). The Effect of Celebrity Endorser Credibility and Product Quality Mediated by Brand Image on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR, 4(3), 464–470.
Friedman, H. H., Termini, S., & Washington, R. (2013). The Effectiveness of Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 5(3), 22–24.
Ghali-zinoubi, Z., & Toukabri, M. (2019). The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity. Trends in Food Science & Technology, 90, 175–179. https://doi.org/10.1016/j.tifs.2019.02.028
Ghozali, I. (2016). Aplikasi Analisis Multivariat Dengan Program IBM SPSS Edisi 7. Penerbit Universitas Diponegoro.
Goodsstas. (2022). Berbagai Produk Bibir Favorit Masyarakat Indonesia 2021. https://goodstats.id/article/berbagai-produk-bibir-favorit-masyarakat-%0Aindonesia-2021-AeZvP
Habash, R., & Al-dmour, H. (2020). Factors in fl uencing the intention to buy over-the-counter medicines : empirical study. International Journal of Pharmaceutical and Healthcare Marketing, 14(2), 305–323.
Habibah, I. N., & Nasionalita, K. (2019). Pengaruh Electronic Word of Mouth (E-WoM) Yang Dilakukan oleh Beauty Influencer terhadap Minat Beli Brand Make Up Wardah. E-Proceeding of Management, 6(3), 6412–6420.
Hanasui. (2022). About us Hanasui. https://hanasui.id/
Hariyanto, F. L. (2015). Pengaruh citra merek, kualitas produk, harga dan promosi terhadap niat beli konsumen. Jurnal Ilmu Dan Riset Manajemen, 4(5), 1–16.
Heider, F. (1946). Sikap dan Organisasi Kognitif. The Journal of Psykologi, 21(1), 107–112.
Ismayanti, N. M. A., & Santika, I. W. (2017). Pengaruh Celebrity Endorser, Brand Image, Kualitas Produk terhadap Niat Beli Sepatu Olahraga Nike di Kota Denpasar. E-Jurnal Manajemen Unud, 6(10), 5720–5747.
Kotler, P., & Keller, K. (2016). Marketing Management (Global Edition). Pearson Education Limited.
Kusuma, M. A., & Santika, I. W. (2017). Pengaruh Celebrity Endorser, Brand Image Dan Kualitas Produk terhadap Niat Beli Sepeda Motor Honda Vario 125 di Kota Denpasar. E-Jurnal Manajemen Unud, 6(4), 1933–1961.
Mansour, I. H. F. (2014). The relationship between celebrities ’ credibility and advertising effectiveness The mediation role of religiosity. Journal of Islamic Marketing, 7(2), 148–166.
Muljani, N., & Koesworo, Y. (2019). The impact of brand image , product quality and price on purchase intention of smartphone. International Journal of Research Culture Society, 3(1), 99–103.
Nugroho, A. R., & Irena, A. (2017). The Impact of Marketing Mix , Consumer ’ s Characteristics , and Psychological Factors to Consumer ’ s Purchase Intention on Brand “ W ” in Surabaya. IBuss Management, 5(1), 55–69.
Nurcahyo, S. A., & Ali, A. (2023). Model Peningkatan Purchase Intention Berbasis Credibility Endorser, Ewom, dan Product Quality Melalui Brand Image. Jurnal Ilmiah Bisnis, Manajemen Dan Akuntans (JIBAKU), 3(1), 99–103.
Pornpitakpan, C. (2012). Validation of the Celebrity Endorsers ’ Credibility Scale : Evidence From Asians. Journal of Marketing Management, 19(1–2), 37–41.
Ramadhani, S. K. (2017). Analisis Pengaruh Advertising, Percieved Value, dan Social Influence Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Journal of Chemical Information and Modeling, 8(9), 1–58.
Roy, S. (2016). Meaning transfer in celebrity endorsements : an explanation using metaphors using metaphors. Journal of Marketing Communications, 0–20.
Suandayana, I. B. P., & Setiawan, P. Y. (2019). Peran Citra Merek dalam Memediasi Pengaruh Kualitas Produk Terhadap Niat Beli. E-Jurnal Manajemen, 8(1), 7371–7398.
Suartama, I. K. C. H., & Setiawan, P. Y. (2019). Peran Brand Image Memediasi Pengaruh Kualitas Produk terhadap Niat Beli Ulang ( Studi pada Smartphone Samsung di Kota Denpasar ). E-Jurnal Manajemen, 8(4), 2555–2583.
Yogi, K. S. (2016). An empirical and fuzzy logic approach to product quality and purchase intention of customers in two wheelers. Pacific Science Review B : Humanities and Social Sciences, 1–13.
Yulia, I. G. A. A., & Ekawati, N. W. (2021). The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace. International Journal of Economics and Management Studies, 8(1), 13–22.
Published
2024-05-31
How to Cite
MAHARDANI, Ayu Diah; PIARTRINI, Putu Saroyini.
PERAN KREDIBILITAS CELEBRITY ENDORSER DALAM MEMODERASI PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP NIAT BELI.
E-Jurnal Manajemen, [S.l.], v. 13, n. 5, p. 788 - 805, may 2024.
ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/104361>. Date accessed: 01 sep. 2024.
doi: https://doi.org/10.24843/EJMUNUD.2024.v13.i05.p04.
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