Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness
Article Sidebar
Read Counter : 1092
Download : 799
Main Article Content
Abstract
This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness.
Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.
Article Details
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Anbumalar, S., Vignesh, C., Dharani, V. S., & Abarna, M. (2019). Effectiveness of online advertising in India. International Journal of Innovative Technology and Exploring Engineering, 8(12S), 577–579. https://doi.org/10.35940/ijitee.l1142.10812s19
Arafaina, Y., & Amri, A. (2018). Pengaruh iklan online Zalora Indonesia terhadap kesadaran merek pada masyarakat Kota Banda Aceh. Jurnal Ilmiah Mahasiswa FISIP Unsyiah, 3(2), 233–244.
Chandra, C., & Keni, K. (2019). Pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap customer purchase decision. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(1), 176–185. https://doi.org/10.24912/jmieb.v3i1.3506
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Megawati, P. (2017). Pengaruh celebrity endorser, word of mouth, dan tagline terhadap keputusan pembelian melalui brand awareness. In Skripsi. Universitas Sanata Dharma.
Okolo, V. O., Okafor, J. N., Obikeze, C. O., & Nduka, C. (2018). Influence of online advertising on consumer brand awareness and patronage of financial institutions in Enugu: A study of United Bank for Africa (UBA). Global Scientific Journal, 6(8), 452–456.
Putri, N., Rachmawati, I., & Prabowo, F. S. A. (2016). Pengaruh electronic word of mouth terhadap brand equity Indomie (Studi pada followers official account jejaring sosial Indomie). E-Proceeding of Management, 3(3), 2976–2984. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/2984/2830
Rahardian, M. D., Kusumawati, A., & Irawan, A. (2019). Pengaruh tagline iklan dan celebrity endorser terhadap brand awareness dan minat beli (Survei pada mahasiswa program sarjana pengguna smartphone Oppo F3 Plus di Universitas Brawijaya). Jurnal Administrasi Bisnis, 75(1), 10–18.
Rajalakshmi, C., & Rani, P. U. (2017). Types of online advertisements and online buyers. Management Global Review, November, 28–35. https://www.researchgate.net/publication/320909214_Types_of_Online_Advertisements_and_Online_Buyers
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh iklan dan endorser terhadap brand awareness serta dampaknya pada keputusan pembelian. Jurnal Aplikasi Ekonomi, Akuntansi Dan Bisnis, 1(1), 51–65. https://doi.org/10.35212/277621
Statista Research Department. (2020). Leading countries based on Instagram audience size as of October 2020. https://www.statista.com/statistics/578364/countries-with-most-instagram-users/
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Syahrivar, J., & Ichlas, A. M. (2018). The impact of electronic word of mouth (E-WoM) on brand equity of imported shoes: Does a good online brand equity result in high customers’ involvements in purchasing decisions? The Asian Journal of Technology Management (AJTM), 11(1), 57–69. https://doi.org/10.12695/ajtm.2018.11.1.5
Ugwuanyi, C. C., Okeke, C. V., & Emezue, L. N. (2018). Celebrity advertising, brand awareness and brand recognition: A structural equation modelling approach. European Journal of Business and Management, 10(28), 17–24. https://iiste.org/Journals/index.php/EJBM/article/view/44533