Peran Brand Image: Pengaruh Celebrity Endorsement, E-WOM, dan Perceived Quality terhadap Purchase Intention Skincare pada Gen-Z
DOI:
https://doi.org/10.36636/dialektika.v9i2.4638Kata Kunci:
E-WOM, Celebrity Endorsement, Perceived Quality, Brand Image, Purchase IntentionAbstrak
Studi ini bertujuan untuk mengeksplorasi dampak Celebrity Endorsement dari sisi Attractiveness, Trustworthiness, dan Expertise, E-WOM, dan Perceived Quality terhadap Purchase Intention produk skincare lokal di kalangan konsumen Gen Z dengan Brand Image sebagai mediasi. Penelitian ini menerapkan pendekatan kuantitatif dan metode eksplanatori. Sampel dipilih dengan teknik purposive dalam metode non-probabilitas. Data dikumpulkan melalui survei kuesioner dan berhasil terkumpul 300 responden. Data yang diperoleh akan dianalisis menggunakan SmartPLS dan SPSS. Hasil penelitian mengungkap bahwa E-WOM dan kredibilitas celebrity endorsement memiliki dampak positif signifikan terhadap brand image skincare lokal di kalangan Gen Z. Perceived quality dan brand image juga berperan secara signifikan dalam meningkatkan purchase intention. Selain itu, ditemukan bahwa brand image memainkan peran sebagai perantara dalam hubungan antara E-WOM dan celebrity endorsement, yang pada akhirnya meningkatkan purchase intention skincare lokal di kalangan konsumen Gen Z.
Referensi
Adiba, S. T., Suroso, A., & Afif, N. C. (2020). The effect of celebrity endorsement on brand image in determining purchase intention. Journal of Accounting, Business and Management (JABM), 27(2), 60–73. https://doi.org/10.31966/JABMINTERNATIONAL.V27I2.700.
Agung, P., Roshan, A., & Sudiksa, I. B. (2019). Peran brand image memediasi pengaruh celebrity endorser terhadap purchase intention. E-Jurnal Manajemen, 8(8), 5164–5181. https://doi.org/10.24843/EJMUNUD.2019.V08.I08.P17.
Agus, G., Kameswara, R., Nyoman, N., & Respati, R. (2022). Brand image dalam memediasi pengaruh ewom terhadap niat beli konsumen pada sepeda motor honda adv. E-Jurnal Manajemen, 11(5), 1009–1028. https://doi.org/10.24843/EJMUNUD.2022.V11.I05.P08.
Ahmad, M., Tumbel, T. M., & Kalangi, J. A. F. (2020). Pengaruh citra merek terhadap minat beli produk oriflame di kota manado. Jurnal Administrasi Bisnis, 10(1), 25–31. https://doi.org/10.35797/JAB.V10.I1.25-31.
Alawadhi, R., & Örs, M. (2020). Effect of celebirity endorsement on consumers purchase intention in the mediation effect of brand image. İşletme Araştırmaları Dergisi, 12(1), 454–468. https://doi.org/10.20491/isarder.2020.855.
Annur, C. M. (2023). Pengguna internet di Indonesia tembus 213 juta orang hingga awal 2023. https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023.
Anwar, A. F., Darpito, S. H., & Nurrohim, H. (2022). Pengaruh brand image, perceived quality, perceived price terhadap niat beli survei pada generasi muda calon konsumen produk thrift di daerah istimewa yogyakarta. Jurnal Ilmiah Manajemen Kesatuan, 10(2), 327–336. https://doi.org/10.37641/JIMKES.V10I2.1422.
Aswandy, E., & Mariyati, T. (2022). Analisa pengaruh teknologi informasi & komunikasi terhadap kewirausahaan dan kinerja umkm. Jurnal STEI Ekonomi, 31(01), 76–89. https://doi.org/10.36406/JEMI.V31I01.624.
Badan Pusat Statistik. (2020). Statistical yearbook of indonesia 2023. BPS-Statistics, 1101001, 790.
Budiman, J., & Putri, T. N. (2022). Analisa peran celebrity endorser terhadap purchase intention dengan brand image sebagai mediating pada industri kuliner di kota batam. Jurnal Ilmu Komputer Dan Bisnis, 13(1), 128–139. https://doi.org/10.47927/JIKB.V13I1.289.
Callista Alessandro, L., Japarianto, E., & Sondang Kunto, Y. (2023). Peran mediasi brand image pada pengaruh celebrity endorsement terhadap purchase intention produk skin care nature republic. Jurnal Manajemen Pemasaran, 17(1), 24–30. https://doi.org/10.9744/JMP.17.1.24-30.
Christiarini, R., & Rahmadilla, A. (2021). Analisis faktor-faktor yang mempengaruhi purchase intention skincare Korea mahasiswa kota Batam. Journal of Global Business and Management Review, 3(2), 44–50. https://doi.org/10.37253/JGBMR.V3I2.6274.
Dihni, V. A. (2022, May 9). Warga RI main medsos 3 jam per hari, ini peringkat globalnya. https://databoks.katadata.co.id/datapublish/2022/05/09/warga-ri-main-medsos-3-jam-per-hari-ini-peringkat-globalnya.
Fahlevi, R., Kevin, V. L., & Sinambela, F. A. (2024). Factors influencing generation z’s intention to purchase environmentally friendly skincare products. Journal of Enterprise and Development (JED),6(3), 756–767. https://doi.org/10.20414/jed.v6i3.11747
Fani, R., Annisa, M., & Yusran, H. L. (2022). Pengaruh beauty influencer terhadap purchase intention melalui brand image. International Journal of Demos, 4(3). https://doi.org/10.37950/IJD.V4I3.285.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203.
Halim, C., & Keni, K. (2022). Apakah country of origin, celebrity endorsement, dan ewom yang dimediasi oleh citra merek dapat memprediksi niat membeli produk skincare? Business Management Journal, 18(1), 107–117. https://doi.org/10.30813/BMJ.V18I1.3156.
Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling, 17(1), 82–109. https://doi.org/10.1080/10705510903439003.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: the evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31.
Jayanti, D. D., Welsa, H., & Cahyani, P. D. (2020). Pengaruh electronic word of mouth dan celebrity endorsment terhadap purchase intention dengan brand image sebagai variabel intervening. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 4(2), 686–703. https://doi.org/10.31955/MEA.V4I2.392.
Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The role of brand image mediates the effect of electronic word of mouth (e-wom) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. www.ajhssr.com.
Kristinawati, A., & Keni, K. (2021). Pengaruh brand image, perceived quality, dan ewom terhadap purchase intention mobil di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 524–529. https://doi.org/10.24912/JMBK.V5I5.13305.
Limanseto, H. (2024). Hasilkan produk berdaya saing global, industri kosmetik nasional mampu tembus pasar ekspor dan turut mendukung penguatan blue economy. Kementerian Koordinator Bidang Perekonomian Republik Indonesia. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-penguatan-blue-economy.
Martiningsih, D. A., & Setyawan, A. A. (2022). The impact of influencers’ credibility towards purchase intention. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 655, 196–204. https://doi.org/10.2991/AEBMR.K.220602.025.
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893.
Nurhasanah, N., Febriyani, Z. P., & SK, P. (2023). Pengaruh brand ambassador dan social media ads terhadap purchase intention melalui brand image produk skincare ms glow. Jurnal Riset Ekonomi Dan Bisnis, 16(2), 156–175. https://doi.org/10.26623/JREB.V16I2.6466.
Nuzula, I. F., & Wahyudi, L. (2022). The influence of perceived risk, perceived quality, brand attitude, and e-wom on purchase intention. Expert Journal of Business and Management. https://business.expertjournals.com/23446781-1006/.
P.R., S., Surachman, & A., Y. (2019). The influence of celebrity endorsement on purchase intention of wardah lipstick products through brand image and brand credibility. Russian Journal of Agricultural and Socio-Economic Sciences, 90(6), 302–308. https://doi.org/10.18551/RJOAS.2019-06.37.
Prastio, A., & Rodhiah. (2021). Pengaruh perceived quality, social influence dan perceived price terhadap purchase intention brodo. Jurnal Manajerial Dan Kewirausahaan, 3(3), 580–590. https://journal.untar.ac.id/index.php/JMDK/article/view/13130/8016.
Pratiwi, F. S. (2023a). Ikuti survei dataindonesia.id soal generasi Z di Indonesia. https://dataindonesia.id/ragam/detail/ikuti-survei-dataindonesiaid-soal-generasi-z-di-indonesia.
Pratiwi, F. S. (2023b, September 12). Survei: Gen Z lebih lama main medsos dari generasi lain. https://dataindonesia.id/digital/detail/survei-gen-z-lebih-lama-main-medsos-dari-generasi-lain.
Purwianti, L., Purwianti, L., Agustin, I. N., Shevia, S., Giorgyna, G., Ohanna, N., & Limanda, K. Y. (2023).
Pengaruh celebrity endorser dan e-wom terhadap purchase decision batam ogura dengan brand image sebagai mediasi. Jurnal Disrupsi Bisnis, 6(3), 274–289. https://doi.org/10.32493/drb.v6i3.29639.
Qadri, R. A., Mia, Y., & Sitompul, B. (2022). Pengaruh celebrity endorsement terhadap purchase intention dan brand image sebagai variabel mediator (studi kasus brand skincare lokal). YUME : Journal of Management, 5(2), 115–122. https://doi.org/10.37531/YUM.V5I2.1524.
Rahman, M. A., Abir, T., P., Yazdani, D. M. N.-A., Hamid, A. B., P., & Mamun, A. A., P. (2020). Brand image, ewom, trust and online purchase intention of digital products among malaysian consumers. Journal of Xi’an University of Architecture & Technology, XII(III). https://doi.org/10.37896/jxat12.03/452.
Rizaldi, H. (2022). The influence of brand popularity, perceived quality, price, and need on purchase intention iPhone products in purwokerto. Jurnal Akuntansi, Manajemen Dan Ekonomi, 24(2), 14–22. https://doi.org/10.32424/1.JAME.2022.24.2.5427.
Roli Ilhamsyah Putra, T., Ridwan, & Kalvin, M. (2020). How electronic word of mount (e-wom) affects purchase intention with brand image as a mediation variable: case of xiaomi smartphone in student. Journal of Physics: Conference Series, 1500(1), 012094. https://doi.org/10.1088/1742-6596/1500/1/012094.
Salsabila, D. N. (2021). Persaingan bisnis ketat, produsen skincare gencar inovasi produk. Kompasiana. https://www.kompasiana.com/deviananadiasalsabila4481/60dc161206310e5f2c30a222/persaingan-bisnis-ketat-produsen-skincare-gencar-inovasi-produk.
Sihombing, M. A. T., Johannes, ;, & Ekasari, N. (2021). Pengaruh persepsi harga, persepsi kualitas, dan persepsi merk terhadap minat pembelian mobil merk Wuling di Kota Jambi. Jurnal Dinamika Manajemen, 9(3), 149–162. https://online-journal.unja.ac.id/jmbp/article/view/17158.
Tarigan, R. S., Tandung, J. C., Sutrisno, A. K., & Viriyani, V. (2023). The effect of celebrity endorsement on purchase intention. International Journal of Financial and Investment Studies (IJFIS), 4(1), 50–62. https://doi.org/10.9744/IJFIS.4.1.50-62.
Wardhana, H. W., Wahab, Z., Shihab, M. S., & Yuliani, Y. (2021). Pengaruh electronic word of mouth (e-wom) dan celebrity endorsement terhadap minat beli konsumen. Coopetition : Jurnal Ilmiah Manajemen, 12(3), 431–446. https://doi.org/10.32670/COOPETITION.V12I3.627.
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442/FULL/XML.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2024 Helen Helen, Renza Fahlevi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
View My Stats
