Peran Kepercayaan, Keahlian, dan Daya Tarik Celebrity Endorser Terhadap Minat Beli Pengguna Instagram di Masa Pandemi Covid-19
The Role of Trustworthiness, Expertise, and Attractiveness of Celebrity Endorsers on Instagram Users Purchase Intention during The Covid-19 Pandemic
Abstract
Minat beli merupakan kecenderungan tindakan pribadi berupa sebuah rencana dalam usaha membeli produk yang dilakukan secara sadar. Minat dicapai dengan adanya motivasi didalamnya yang didorong oleh atensi. Atensi seseorang timbul karena adanya kesan. Di era digital pemasaran online menggunakan celebrity endorser untuk menggapai atensi konsumen. Seorang celebrity endorser diharapkan memiliki kepercayaan, keahlian, dan daya tarik untuk bisa meningkatkan minat beli. Penelitian ini menggunakan metode kuantitatif untuk mengetahui peran kepercayaan, keahlian, dan daya tarik celebrity endorser terhadap minat beli pengguna Instagram di masa pandemi Covid-19. Subjek dalam penelitian ini adalah pengguna Instagram berusia 18-34 tahun sebanyak 371 orang melalui incidental sampling. Alat ukur penelitian ini meliputi Skala Minat Beli, Skala Kepercayaan, Skala Keahlian, dan Skala Daya Tarik. Hasil uji regresi berganda menunjukkan bahwa kepercayaan, keahlian, dan daya tarik secara bersama-sama memiliki peran yang signifikan terhadap minat beli pengguna Instagram.
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References
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Kotler, P. & Keller, K. (2014). Marketing Management (15th ed.). New Jersey: Prentice Hall.
Kusumawati, D., & Saifudin, S. (2020). Pengaruh Persepsi Harga Dan Kepercayaan Terhadap Minat Beli Secara Online Saat Pandemi Covid-19 Pada Masyarakat Millenia Di Jawa Tengah. JAB (Jurnal Akuntansi & Bisnis), 6(01).
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Ling, L., Luo, D., & Guoman, S. H. E. (2019). Judging a book by its Cover: The influence of physical attractiveness on the promotion of regional leaders. Journal of Economic Behavior & Organization, 158, 1-14.
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Mahdi, I. (2018). Pengaruh Iklan Instagram terhadap Minat Pengunjung Komunikafe di Makassar [Doctoral dissertation] Makassar: Universitas Islam Negeri Alauddin Makassar.
Majeed, M., Tijani, A., & Yaquob, A. (2020). Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective. Global Journal of Management And Business Research.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
McGuire, W. J. (1976). Some Internal Psychological Factors Influencing Consumer Choice. Journal of Consumer research, 2(4), 302-319.
Mubarok, D. A. A. (2016). Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen. E-Jurnal STIE INABA, 15(3), 1-16.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Plaisance, P, L., & Joan A. D. (2009). Perceptions and Manifestations of Autonomy, Transparency, and Harm among U.S. Newspaper Journalists. Journalism & Communication Monographs 10(4): 327–386. DOI:10.1177/152263790901000402.
Priyanto, D. (2012). Belajar Praktis Analisis Parametrik dan Non Parametrik dengan SPSS. Yogyakarta: Gaya Media.
Riduwan & Akdon. (2013). Rumusan Dan Data Dalam Analisis Statistik. Bandung: Alfabeta.
Saluja, G., Adaval, R., & Wyer Jr, R. S. (2017). Hesitant To Label, Yet Quick To Judge: How Cultural Mindsets Affect The Accessibility Of Stereotypic Knowledge When Concepts Of The Elderly Are Primed. Organizational Behavior and Human Decision Processes, 143, 23-38.
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Schiffman & Kanuk. (2004). Perilaku Konsumen: Edisi 7. Jakarta: Indeks.
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Shimp, Terence. (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran.Terpadu, Jilid I (edisi 5). Jakarta: Erlangga.
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Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Tampubolon. (1991). Mengimbangkan Minat dan Kebiasaan Membaca. Bandung: Angkasa.
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Tempo. (2020) Masa Pandemi Covid-19, Investasi Pasang Iklan Digital Tetap Diminati. Retrieved from https://metro.tempo.co/read/1347112/masa-pandemi-covid-19-investasi-pasang-iklan-digital-tetap-diminati
Thomas, T., & Johnson, J. (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision, 21(4), 367-374.
Utami, L. F. W., & Setyawan, A. A. (2019). Pengaruh Daya Tarik, Keahlian dan Kepercayaan Beauty Vlogger Terhadap Minat Beli Konsumen pada Produk Kosmetik [Doctoral dissertation] Universitas Muhammadiyah Surakarta.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1), 16-32.
We Are Social & Hootsuite. (2020). Digital 2020: Indonesia. We are Social. Retrieved from https://datareportal.com/reports/digital-2020-indonesia
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure And Source Credibility Affect Consumer Purchase Intention On Social Media. Australasian Marketing Journal (AMJ).
Yudiaatmaja, F. (2013). Analisis Regresi. Jakarta: Gramedia Pustaka Umum.
Ahass, L. (2019). Pengaruh Pendidikan, Pekerjaan, Pendapatan, Persepsi, Perilaku, dan Preferensi Terhadap Minat Beli Produk Perbankan Syariah (Studi Kasus Bni Syariah Kc Ungaran) [Unpublish Manuscript] IAINSSalatiga.
Andrews, J. C. & Shimp, T. A. (2018). Advertising, Promotion, and other aspects of Integrated Marketing Communications 10th Edition. CengageSLearning.
Apejoye, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. Journal Mass Communication and Journalism, 3(3), 3-10.
Azwar, S. (2003). Sikap Manusia, Teori dan Pengukurannya. Yogyakarta: Pustaka Pelajar.
Azwar, S. (2016). Reliabilitas dan Validitas. Yogyakarta: Pustaka Pelajar.
Cicilia, Maria. (2020). Lima Perilaku Konsumen Saat Belanja “Online”. Antara News. Retrieved from https://www.antaranews.com/berita/1771833/lima-perilaku-konsumen-saat-belanja-online
Dama, D. (2016). Analisis Faktor-Faktor yang Memengaruhi Minat Beli Konsumen dalam Memilih Laptop Acer di Toko Lestari Komputer Manado. Jurnal berkala ilmiah efisiensi, 16(1).
Dewi, W. E. K. (2019). Pengaruh Celebrity Endorser Terhadap Minat Beli Konsumen Di Bandar Lampung (Studi Pada Isyana Sarasvati Dalam Iklan Tokopedia Versi Bad Hair Day).
Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
Ferdinand. (2002). Metode Penelitian Manajemen: Pedoman penelitian untuk Skripsi, Tesis, dan Desertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Forrester. (2015). The State Of Digital Business, 2015 To 2020. Forrester Research. Retrieved from https://www.forrester.com/report/The+State+Of+Digital+Business+2015+To+2020/-/E-RES119838
Ghozali, Imam. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Green, T., & Peloza, J. (2011). How Does Corporate Social Responsibility Create Value For Consumers?. Journal of consumer marketing.
Gupta, R., Kishor, N., & Verma, D. P. S. (2017). Construction and validation of a five-dimensional celebrity endorsement scale: introducing the pater model. British journal of marketing studies, 5(4), 15-35.
Gupta, R., Kishore, N., & Verma, D. P. S. (2015). Impact Of Celebrity Endorsements On Consumers’ purchase Intention. Australian Journal Of Business And Management Research, 5(3), 1-15.
Harahap, E. F., & Helmawati, H. (2018). Analisis Faktor-Faktor Yang Memengaruhi Minat Beli Sepeda Motor Di Kabupaten Padang Pariaman. Jurnal Fakultas Ekonomi, 13(3).
IBig Academy. (2019). Gimana sih Sistem Endorse di Instagram?. iBig Academy. Retrieved from https://www.ibigacademy.com/gimana-sih-sistem-endorse-di-instagram-temukan-jawabannya-di-sini/
Indrayani, N. W., Suwendra, I. W., Yulianthini, N. N., & SE, M. (2015). Pengaruh Kredibilitas, Daya Tarik, Keahlian Bintang Iklan Terhadap Keputusan Pembelian Sepeda Motor Yamaha Mio-GT. Jurnal Manajemen Indonesia, 3(1).
Institute for Development of Economics and Finance. (2020). Press Conference INDEF “Pandemi Berujung Resesi?”. Retrieved from https://indef.or.id/update/detail/press-conference-indef-pandemi-berujung-resesi
Jefkins, Frank. (1997). Periklanan. Jakarta: Erlangga.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
Karimuddin, A. (2012). Infografis: Laki-Laki Lebih Mudah Mengklik Iklan Facebook Ketimbang Perempuan. Daily Social. Retrieved from https://newsletter.dailysocial.id/post/infografis-laki-laki-lebih-mudah-mengklik-iklan-facebook-ketimbang-perempuan
Kelman, H. C., & Hovland, C. I. (1953). Reinstatement of The Communicator In Delayed Measurement Of Opinion Change. Journal of Abnormxal and Social Psychology, 48, 327-335.
Kementrian Komunikasi dan Informatika RI. (2019). Penggunaan Internet di Indonesia. KOMINFO. Retrieved from https://aptika.kominfo.go.id/2019/08/penggunaan-internet-di-indonesia/
Khan, M. M. (2018). The effect of celebrity endorsement on consumer purchase intention–evidence from q mobile linq advertisement. Pakistan Business Review, 19(4), 1065-1082.
Kotler, P. & Keller, K. (2014). Marketing Management (15th ed.). New Jersey: Prentice Hall.
Kusumawati, D., & Saifudin, S. (2020). Pengaruh Persepsi Harga Dan Kepercayaan Terhadap Minat Beli Secara Online Saat Pandemi Covid-19 Pada Masyarakat Millenia Di Jawa Tengah. JAB (Jurnal Akuntansi & Bisnis), 6(01).
Lidyawati. (2008). Hubungan Antara Intensitas Menonton Iklan di Televisi dan Perilaku Konsumtif. [Unpublished manuscript]. Surakarta: Fakultas Psikologi, Universitas Muhammadiyah Surakarta.
Ling, L., Luo, D., & Guoman, S. H. E. (2019). Judging a book by its Cover: The influence of physical attractiveness on the promotion of regional leaders. Journal of Economic Behavior & Organization, 158, 1-14.
Livingston, R. W. (2001). What You See Is What You Get: Systematic Variability In Perceptual-Based Social Judgment. Personality and Social Psychology Bulletin, 27(9), 1086-1096.
Mahdi, I. (2018). Pengaruh Iklan Instagram terhadap Minat Pengunjung Komunikafe di Makassar [Doctoral dissertation] Makassar: Universitas Islam Negeri Alauddin Makassar.
Majeed, M., Tijani, A., & Yaquob, A. (2020). Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective. Global Journal of Management And Business Research.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
McGuire, W. J. (1976). Some Internal Psychological Factors Influencing Consumer Choice. Journal of Consumer research, 2(4), 302-319.
Mubarok, D. A. A. (2016). Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen. E-Jurnal STIE INABA, 15(3), 1-16.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Plaisance, P, L., & Joan A. D. (2009). Perceptions and Manifestations of Autonomy, Transparency, and Harm among U.S. Newspaper Journalists. Journalism & Communication Monographs 10(4): 327–386. DOI:10.1177/152263790901000402.
Priyanto, D. (2012). Belajar Praktis Analisis Parametrik dan Non Parametrik dengan SPSS. Yogyakarta: Gaya Media.
Riduwan & Akdon. (2013). Rumusan Dan Data Dalam Analisis Statistik. Bandung: Alfabeta.
Saluja, G., Adaval, R., & Wyer Jr, R. S. (2017). Hesitant To Label, Yet Quick To Judge: How Cultural Mindsets Affect The Accessibility Of Stereotypic Knowledge When Concepts Of The Elderly Are Primed. Organizational Behavior and Human Decision Processes, 143, 23-38.
Santia, Tira. (2020). Aktivitas Belanja Online Naik 28,9 Persen Saat Pandemi. Liputan 6. Retrieved from https://www.liputan6.com/bisnis/read/4274623/aktivitas-belanja-online-naik-289-persen-saat-pandemi-corona
Santoso, S. (2014). Panduan Lengkap SPSS Versi 20. Jakarta: Elex Media Komputindo.
Schiffman & Kanuk. (2004). Perilaku Konsumen: Edisi 7. Jakarta: Indeks.
Sendari, A. A. (2019). Instagram adalah Platform berbagi foto dan Video, Ini Deretan Fitur Canggihnya. Liputan6. Retrieved from https://www.liputan6.com/tekno/read/3906736/instagram-adalah-platform-berbagi-foto-dan-video-ini-deretan-fitur-canggihnya
Shimp, Terence. (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran.Terpadu, Jilid I (edisi 5). Jakarta: Erlangga.
Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif dan R & D. Bandung: Alfabeta.
Sugiyono. (2014). Memahami Penelitian Kuantitatif. Bandung: Alfabeta.
Sugiyono. (2016). Metodologi Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Tampubolon. (1991). Mengimbangkan Minat dan Kebiasaan Membaca. Bandung: Angkasa.
Taylor, S. E., Fiske, S. T., Etcoff, N. L., & Ruderman, A. J. (1978). Categorical and Contextual Bases of Person Memory and Stereotyping. Journal of personality and social psychology, 36(7), 778
Tempo. (2020) Masa Pandemi Covid-19, Investasi Pasang Iklan Digital Tetap Diminati. Retrieved from https://metro.tempo.co/read/1347112/masa-pandemi-covid-19-investasi-pasang-iklan-digital-tetap-diminati
Thomas, T., & Johnson, J. (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision, 21(4), 367-374.
Utami, L. F. W., & Setyawan, A. A. (2019). Pengaruh Daya Tarik, Keahlian dan Kepercayaan Beauty Vlogger Terhadap Minat Beli Konsumen pada Produk Kosmetik [Doctoral dissertation] Universitas Muhammadiyah Surakarta.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1), 16-32.
We Are Social & Hootsuite. (2020). Digital 2020: Indonesia. We are Social. Retrieved from https://datareportal.com/reports/digital-2020-indonesia
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure And Source Credibility Affect Consumer Purchase Intention On Social Media. Australasian Marketing Journal (AMJ).
Yudiaatmaja, F. (2013). Analisis Regresi. Jakarta: Gramedia Pustaka Umum.
Published
2021-04-30
How to Cite
CHOERUNISA, Adelia Hasna.
Peran Kepercayaan, Keahlian, dan Daya Tarik Celebrity Endorser Terhadap Minat Beli Pengguna Instagram di Masa Pandemi Covid-19.
Widya Cakra: Journal of Psychology and Humanities, [S.l.], v. 1, n. 2, p. 23-36, apr. 2021.
ISSN 2774-9231.
Available at: <https://ojs.unud.ac.id/index.php/widyacakra/article/view/70068>. Date accessed: 19 apr. 2024.
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
