Buying Iintention Dilihat Dari Celebrity Endorsement Dengan Self Brand Connection Sebagai Variabel Mediasi Pada Smartphone OPPO Di Risal Cell Solok Selatan

Febsri Susanti, Feja Lajmi Marahmi, Doni Marlius

Abstract


This study aims to explain the effect of celebrity endorsement on buying intention through self brand connection on Oppo smartphones in Risal Cell, South Solok. The population of this study is OPPO Smartphone users in South Solok who are consumers who have purchased Oppo cellphones in South Solok Cellular Risal involving 87 respondents. Respondents were selected using accidental sampling technique and using the Slovin formula. This research uses quantitative research methods. The data obtained from primary data is through the distribution of questionnaires to respondents. The questionnaire was tested using validity and reliability tests to determine the accuracy and consistency of the questionnaire. Furthermore, the data collected from the questionnaire were analyzed using path analysis techniques. The results showed that Celebrity endorsement had a positive and significant effect on buying intention in Oppo Smartphones. Self brand Connection mediates Celebrity endorsement of Buying Intention on Oppo Smartphones.

Full Text:

PDF

References


Abbas, Aamir, Gul Afshan, Iqra Aslam, and Laila Ewaz. 2018. “The Effect of Celebrity Endorsement on Customer Purchase Intention: A Comparative Study.” Current Economics and Management Research 4(1):1–10.

Alatas, Said Luthfi, and Mirza Tabrani. 2018. “Pengaruh Celebrity Endorser Terhadap Purchase Intention Melalui Brand Credibility.” Jurnal Manajemen Inovasi 9(1):91–105.

Apriliani, Nur Elisa, and Aprillia Elly Kusumastuti. 2019. “Pengaruh Promosi Terhadap Minat Beli Pada Wuling Motors Dengan Kesadaran Merek Sebagai Variabel Mediasi.” 2:333–40.

Dwivedi, Abhisek, Lester W. Jhonson, and Robert Mcdonald. 2015. “Celebrity Endorsement, Self Brand Connection and Consumer-Based Brand Eqity.” Journal of Product & Brand Management (1061–0421).

Firdausi, Magfiroh. 2020. Pengaruh Celebrity Endorsement Terhadap Minat Beli Dengan Brand Credibility Sebagai Variabel Intervening Studi Kasus Pengguna Smartphone Oppo Di Kota Malang. Vol. 4.

Ghozali. 2006. Aplikasi Analisis Multivariate Dengan Program IBM SPSS. I. Semarang: Badan Penerbit Universitas Diponegoro.

Kresnardi, Vito Collins. 2017. “Pengaruh Celebrity Endorsement Terhadap Buying Intention Melalui Self-Brand Connection Pada Dum Dum Thai Drinks Surabaya.” Jurnal Strategi Pemasaran 4(1).

Lestari, S., and A. Asdinardju. 2015. “Pengaruh Penggunaan Selebriti Dalam Iklan Terhadap Minat Beli Konsumen Dengan Citra Merek Sebagai Variabel Mediasi (Studi Kasus Iklan Shampo Pantene Versi Ralin Shah).” Jurnal Manajemen Bisnis 6(1):327–50. doi: 10.18196/mb.

Megayani, and Ellen Marlina. 2019. “Pengaruh Celebrity Endorsement Terhadap Purchase Intention Melalui Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Geprek Ayam Bensu Di Rawamangun Periode 2018 ).” Jurnal Akuntansi Dan Manajemen 16(01):175–93.

Mubarok, Dadan Abdul Aziz. 2016. “Pengaruh Celebrity Endorsement Terhadap Minat Beli Konsumen (Studi Pada Konsumen Mahasiswa Kelas Reguler Sore STIE INABA Bandung).” Jurnal Indonesia Membangun 3(1):61–76.

Multi, Ade, Davista Sari, Citra Kusuma Dewi, Prodi Administrasi Bisnis, and Universitas Telkom. 2019. “The Influence of Endorser Credibility on Brand Equity ‘ Shopee for Men’ with Self -Brand Connection as a Mediator Pengaruh Endorser Credibility Terhadap Brand Equity ‘Shopee for Men’ Dengan Self-Brand Connection Sebagai Mediator.” III(2):144–52.

Ningrum, Nurvita Septya. 2016. “Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen MD Clinic By Lazeta.” Bisnis Dan Iptek 9(2):141–52.

Palentina, pebi, and klemens wedanaji prasastyo. 2017. “Pengaruh Celebrity Endorser’S Credibility Terhadap Self-Brand Connection Dan Brand Evaluation.” Jurnal Bisnis Dan Akuntansi 19(2):271–84. doi: 10.34208/jba.v19i2.279.

Putra, I., and E. Sulistyawati. 2015. “Peran Brand Image Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Niat Beli.” E-Jurnal Manajemen Universitas Udayana 4(6):255133.

Royan, Frans M. 2005. Marketing Celebrity. Jakarta.

Santoso, Denny Hadi. 2020. “Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Smartphone Oppo Dengan Kepercayaan Konsumen Sebagai Variabel Intervening.” direktorat program pascasarjana universitas muhammadiyah malang.

Sarwono, J. 2009. “Memadu Pendekatan Kuantitatif Dan Kualitatif: Mungkinkah?” Jurnal Ilmiah Manajemen Bisnis 9(2):119–32.

Stokburger-Sauer, Nicola, S. Ratneshwar, and Sankar Sen. 2012. “Drivers of Consumer-Brand Identification.” International Journal of Research in Marketing 29(4):406–18. doi: 10.1016/j.ijresmar.2012.06.001.

Sugiyono. 2017. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta.

Widyajayanti, Ni Putu Maha Dewi, and A. A. Gede Agung Artha Kusuma. 2017. “Peran self-brand connection dalam memediasi pengaruh kredibilitas endorser terhadap brand equity pada brand guess.” E-Jurnal Manajemen

Wiryantari, A., and T. Sukawati. 2016. “Peran Persepsi Nilai Dalam Memediasi Pengaruh Kredibilitas Celebrity Endorser Pada Niat Beli Produk Kosmetik Wardah.” None 5(11):248131.




DOI: https://doi.org/10.31575/jp.v6i1.394

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 JURNAL PUNDI

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

DITERBITKAN OLEH SEKOLAH TINGGI ILMU EKONOMI KBP

JL. KHATIB SULAIMAN NO. 61 PADANG SUMATERA BARAT

TELP  : (0751) 7051398 / 0811667831
Email : support@akbpstie.ac.id
WEB   : www.akbpstie.ac.id

Hak Cipta (c) 2018 oleh  Sekolah Tinggi Ilmu Ekonomi KBP - Jurnal Pundi
Creative Commons License

 

Indexed in :