Analisis Pengaruh Ulasan Pelanggan Daring dan Selebriti Endorsement terhadap Intensi Pembelian
Article Sidebar
Read Counter : 2
Download : 0
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh ulasan pelanggan daring dan selebriti endorsement terhadap intensi pembelian dalam konteks pemasaran digital. Latar belakang penelitian didasarkan pada perbedaan hasil studi sebelumnya mengenai dampak ulasan daring, yang menunjukkan hasil positif, negatif, atau tidak signifikan terhadap keputusan pembelian. Penelitian ini menggunakan metode deskriptif kuantitatif dengan pendekatan survei, melibatkan 120 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan perangkat lunak SmartPLS versi 4. Hasil penelitian menunjukkan bahwa ulasan pelanggan daring berpengaruh positif dan signifikan terhadap intensi pembelian. Selain itu, selebriti endorsement juga berpengaruh positif dan signifikan terhadap intensi pembelian. Analisis goodness of fit (GoF) menunjukkan bahwa model penelitian ini memiliki kecocokan yang baik dengan nilai GoF sebesar 0,5420. Penelitian ini menyimpulkan bahwa ulasan pelanggan daring dan selebriti endorsement berperan penting dalam membentuk niat konsumen untuk membeli. Implikasi bagi perusahaan adalah pentingnya mengelola ulasan pelanggan secara proaktif dan memilih selebriti endorsement yang sesuai dengan nilai merek. Untuk penelitian selanjutnya, disarankan memperluas cakupan sampel dan mengkaji variabel independen lain, seperti kepercayaan konsumen atau pengalaman, guna memberikan wawasan yang lebih komprehensif terkait faktor yang memengaruhi intensi pembelian.
This study aims to analyze the impact of online customer reviews and celebrity endorsements on purchase intention in the context of digital marketing. The research background stems from inconsistent findings in previous studies regarding the effects of online reviews, which have shown positive, negative, or insignificant impacts on purchasing decisions. This study employs a descriptive quantitative method with a survey approach, involving 120 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using SmartPLS version 4. The results indicate that online customer reviews have a positive and significant effect on purchase intention. Similarly, celebrity endorsements also positively and significantly influence purchase intention. The goodness of fit (GoF) analysis demonstrates that the research model fits well, with a GoF value of 0.5420. The study concludes that online customer reviews and celebrity endorsements play a crucial role in shaping consumers' purchase intentions. The implications for companies include the importance of proactively managing customer reviews and selecting celebrity endorsers that align with brand values. For future research, it is recommended to expand the sample scope and consider additional independent variables, such as consumer trust or experience, to provide more comprehensive insights into the factors influencing purchase intention.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Bakhtvar, V., & Piri, M. (2021). Investigating the effect of celebrity endorsement on brand credibility, corporate credibility, advertising credibility, consumer social status on buy intention. Dalam National Conference on New Achievements in Management, Economics and Accounting Research, 1-21.
Chandra, M. N., & Ekawati, S. (2024). Pengaruh customer review dan brand trust terhadap purchase intention Nature Republic e-commerce Sociolla. Jurnal Manajerial dan Kewirausahaan, 6(4), 983-991. https://doi.org/10.24912/jmk.v6i4.32743
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Hair, J. F., Ringle, C., & Sarstedt, M. (2011) PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19, 139-151.
Hasrul, A. F., Suharyati, S., & Sembiring, R. (2021). Analisis Pengaruh Online Customer Review dan Rating terhadap Minat Beli Produk Elektronik di Tokopedia. Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2(1), 1352-1365.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 116(1), 2-20.
Mahyarni, M. (2013). Theory of reasoned action dan theory of planned behavior (Sebuah kajian historis tentang perilaku). Jurnal El-Riyasah, 4(1), 13-23.
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482.
Machmed, G. T., & Ritonga, W. (2021). Pengaruh harga dan customer review terhadap minat beli produk. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(2), 373-380.
Ningsih, T. P., & Muzdalifah, L. (2024). Pengaruh celebrity endorser dan brand image terhadap purchase intention produk speaker aktif Roadmaster melalui brand trust sebagai variabel mediasi. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 8(1), 2346-2361.
Nuriska, W., & Cokki, C. (2024). Peran selebriti, ulasan, dan keamanan bahan terhadap niat beli produk perawatan kulit. Jurnal Manajerial dan Kewirausahaan, 6(3), 744-752. https://doi.org/10.24912/jmk.v6i3.31607
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.
Rahman, M., & Gan, S. S. (2020). Generation Y investment decision: an analysis using behavioural factors. Managerial Finance, 46(8), 1023-1041.
Riyadini, N. G., & Krisnawati, W. (2022). Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee. Interdisciplinary Social Studies, 1(6), 733-741.
Syarifah, E., & Karyaningsih, K. (2021). Pengaruh Online Customer Review dan Kepercayaan terhadap Minat Beli pada Marketplace Lazada. YUME: Journal of Management, 4(1).
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. Dalam Handbook of market research (pp. 587-632). Cham: Springer International Publishing.