Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote)
Article Sidebar
Main Article Content
Abstract
Marketing strategy has become one of the important factors in the success of a business. Celebrity endorsers, online consumer reviews, and brand image have become marketing strategies that are widely used by business actors in increasing consumer purchase intention. To increase consumer purchase intention, Byoote, which is one of the collagen drink brands in Indonesia, uses all three in its marketing strategy. The aims of this study are: (1) to determine the effect of the celebrity endorser on purchase intention; (2) to determine the effect of online consumer reviews on purchase intention; and (3) to determine the effect of brand image on purchase intention. This research is quantitative. Data were collected by distributing online questionnaires to 150 respondents. The analysis technique uses multiple linear regression analysis methods. The results showed that celebrity endorsers and online consumer reviews did not affect purchase intention, while brand image had a positive and significant effect on purchase intention.
Strategi pemasaran telah menjadi salah satu faktor penting dalam kesuksesan suatu bisnis. Selebgram endorser, online consumer review, dan brand image telah menjadi strategi pemasaran yang banyak dipakai oleh para pelaku usaha dalam meningkatkan minat beli konsumennya. Untuk meningkatkan minat beli konsumennya, Byoote, yang merupakan salah satu brand minuman collagen di Indonesia, menggunakan ketiganya dalam strategi pemasaran mereka. Tujuan penelitian ini adalah: (1) untuk mengetahui pengaruh selebgram endorser terhadap minat beli; (2) untuk mengetahui pengaruh online consumer review terhadap minat beli; dan (3) untuk mengetahui pengaruh brand image terhadap minat beli. Penelitian ini merupakan penelitian kuantitatif. Data dikumpulkan dengan menyebarkan kuesioner online kepada 150 responden. Teknik analisisnya menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa selebgram endorser dan online consumer review tidak berpengaruh terhadap minat beli, sedangkan brand image berpengaruh positif dan signifikan terhadap minat beli konsumen.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aziz, M. L., & Sulistiono. (2020). Pengaruh sikap konsumen, periklanan, dan brand image terhadap minat beli konsumen The Jungleland Adventure Theme Park. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), 43–52. https://doi.org/10.37641/jipkes.v1i1.326
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126–137. https://doi.org/10.5539/ijms.v7n1p126
Febriyanti, R. S., & Wahyuati, A. (2016). Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian melalui minat beli. Jurnal Ilmu dan Riset Manajemen, 5(5), 1–18. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/672/682
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran (A. Maulana & W. Hardani (eds.); B. Sabran (trans.); 13th ed.). Erlangga.
Kurniawan, G. (2020). Pengaruh celebgram dan brand image terhadap minat beli konsumen secara online pada media sosial Instagram produk Erha Clinic di Surabaya. Jurnal MEBIS (Manajemen Dan Bisnis), 5(1), 39–47. https://doi.org/10.33005/mebis.v5i1.101
Larasati, J. Z., Arifin, R., & Hufron, M. (2018). Pengaruh brand image dan brand trust terhadap brand loyalty Queen Apple (Studi pada konsumen kue Queen Apple Malang). E-Jurnal Riset Manajemen, 7(11), 108–118. http://riset.unisma.ac.id/index.php/jrm/article/view/1283/1280
Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of online reviews on consumer purchase behavior. Journal of Service Science and Management, 8(3), 419–424. https://doi.org/10.4236/jssm.2015.83043
Putri, G. H., & Patria, B. (2018). Pengaruh endorsement selebriti Instagram terhadap minat beli remaja putri. Gadjah Mada Journal of Professional Psychology (GamaJPP), 4(1), 33–41. https://doi.org/10.22146/gamajpp.45347
Rodrigues, P., Pinto Borges, A., & Ferreira Antunes de Sousa, A. D. (2021). Authenticity as an antecedent of brand image in a positive emotional consumer relationship: The case of craft beer brands. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-03-2021-0041
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior (10th ed.). Prentice Hall.
Shimp, T. A. (2003). Periklanan promosi: Aspek tambahan komunikasi pemasaran terpadu (N. Mahanani (ed.); R. Sahrial & D. Anikasari (trans.); 5th ed.). Erlangga.
Sutanto, M. A., & Aprianingsih, A. (2016). The effect of online consumer review toward purchase intention: A study in premium cosmetic in Indonesia. International Conference on Ethics of Business, Economics, and Social Science (ICEBESS), 218–230. https://eprints.uny.ac.id/41788/
Syah, M. A., & Indriani, F. (2020). Analisis pengaruh online customer review terhadap minat beli konsumen pada produk kosmetik (Studi kasus pada pengguna Famaledaily Indonesia). Diponegoro Journal of Management, 9(3), 1–9. https://ejournal3.undip.ac.id/index.php/djom/article/view/30339/25168
Tsiotsou, R. H. (2022). Identifying value-creating aspects in luxury hotel services via third-party online reviews: A cross-cultural study. International Journal of Retail & Distribution Management, 50(2), 183–205. https://doi.org/10.1108/IJRDM-04-2021-0207
Zainuddin, D. (2018). Pengaruh kualitas produk dan brand image terhadap minat beli motor matik. Sosio e-Kons, 10(3), 220–227. https://doi.org/10.30998/sosioekons.v10i3.2902