The Effectiveness of Endorser’s Credibility on Purchase Decisions (A Study of Instagram Account @kulinerbandung)

Dinda Farissa Faatin, Agus Sudono, Armandha Redo Pratama

Abstract


This study aims to analyze the effectiveness of endorser credibility on purchasing decisions. The research method implemented is descriptive and verification method with quantitative research and 100 respondents. In this study, the independent variable is the credibility of the endorser which consists of attractiveness, trustworthiness, and expertise. Meanwhile, for the dependent variable, namely is the purchase decision. The analytical techniques used are normality test, simple linear regression analysis, correlation analysis, coefficient of determination, and T test with testing using SPSS version 26 application and Microsoft Excel. The results of this research data processing resulted in a T count value of 14.320 > T table 1.985 so it was concluded that there was an influence of endorser credibility on purchasing decisions with the object of research @kulinerbandung.


Keywords


Endorser Credibility; Credibility; Instagram; Purchase Decision

Full Text:

PDF

References


Aaker, & David, A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentation, Energy, Leverage, And Clarity. New York: Free Press.

Angkasa, M. ., Tawas, H. ., & Raintung, M. (2017). Influence of Celebrity Endorser and Brand Image on Decision to Buy Honda Beat Motorcycle in Manado City. EMBA Journal.

Anjani, S., & Irwansyah, I. (2020). The Role Of Social Media Influencers In Communication Messages Using Instagram. Polyglot: Scientific Journal, 16(2),203–229. https://doi.org/10.19166/PJI.V16I2.192

Arifin, BH (2010). Suara Surabaya: Not Radio. Surabaya: Voice of Surabaya. Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/MAR.20761

Atmoko, BD (2012). Instagram Handbook. Jakarta: Public Library Gramedia.

Boyd, D., & Ellison, N. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer -Mediated Communication.

Budiargo, D. (2015). Communicate like Net Generation. Jakarta: PT. Elex Media Komputindo Kompas Gramedia.

Bungin, B. (2017). Quantitative Research Methodology “Communication, Economics, and Public Policy and Other Social Sciences” (2nd ed.). Jakarta: Kencana.

Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice 2008 9:3, 9(3), 274–277. https://doi.org/10.1057/PALGRAVE.DDD MP.4350096

Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434

Firdaus, BA, Rachma, N., & Hufron, M. (2018). The Influence of Celebrity Endorsers and Brand Image on Greenlight Product Purchase Decisions. E-Journal of Management Research, 55–56.

Jiang, M. (2018). Consumer Resistance To Sponsored EWOM: The Roles of Influencer Motives. in.

Kotler, P., & Armstrong, G. (2008). Principles of Marketing (12th ed.). Jakarta: Erlangga.

Kotler, P., & Keller, KL (2016). Marketing Management (Jersey, Ne). Pearson Pretice Hall, Inc.

Mowen, JC, & Minor, M. (2002). Consumer Behavior Volume II (Ed. 5). Jakarta: Erlangga.

Neolaka, A. (2014). Research Methods and Statistics. Bandung: PT. Rosdakarya Youth.

Ningsih, C. (2014). Synergy of Tourism-Based Creative Industries with National Industrial Development Strategy Towards Globalization. Resort & Leisure Management.

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. https://doi.org/10.1080/00913367.199.10 673191

Ohanian, R. (1991). The Impact of Celebrity Spokepersons' perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research, 46–54.

Revida, E. et al. (2020). Introduction to Tourism (J. Simarmata, ed.). Our Writing Foundation.

Sakinah. (2017). Reaching Popularity Through Virtual World.

Sharon, F., Meilinda, L., Wijaya, S., & Iskandar,

V. (2018). The Effect of Celebrity Endorser Characteristics Through Instagram Social Media on Consumer Purchase Interest in Restaurants and Cafes in Surabaya. E- Journal, 390–404.

Shimp, TA (2003). Promotional Advertising Additional Aspects of Integrated Marketing Communication (Volume I, E). Erlangga.

Shimp, TA (2007). Integrated Marketing Communication in Advertising and Promotion (7 edition).

Sugiyono. (2015). Research methods. Research methods.

Tjiptono, F. (2009). Marketing Strategy (Second Edition). Yogyakarta.

Wallsbeck, FE, & Johansson, U. (2014). Instagram Marketing - When brands want to reach Generation Y with their communication.

Yulianti, I., & Sudrajat, RH (2021). The Effect of BTS Endorser Credibility on the Purchase Decision of the Tokopedia Online Shopping Site.




DOI: https://doi.org/10.17509/gastur.v9i1.48664

Refbacks

  • There are currently no refbacks.


View My Stats