Dampak kredibilitas selebriti dan pemasaran media sosial terhadap niat pembelian: Peran mediasi kredibilitas merek
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Abstract
This study aims to examine the influence of celebrity credibility and social media marketing on the purchase intention of Pocari Sweat, with brand credibility as a mediator. The research employs a survey method with an online questionnaire as the data collection tool, and the sample consists of 484 Pocari Sweat consumers in Indonesia selected using the convenience sampling technique. Data analysis is conducted using PLS-SEM. The results of the study indicate that celebrity credibility has a positive impact on the purchase intention and brand credibility of Pocari Sweat. Social media marketing also has a positive influence on the purchase intention and brand credibility of Pocari Sweat. Brand credibility positively affects the purchase intention of Pocari Sweat. Brand credibility mediates the influence of celebrity credibility and social media marketing on the purchase intention of Pocari Sweat. This research contributes both theoretically and practically to our understanding of celebrity credibility, social media marketing, brand credibility, and purchase intention. Practical implications include recommendations for Pocari Sweat management to design effective marketing strategies by leveraging credible celebrities, enhancing brand credibility, and maximizing the potential of social media marketing.
Penelitian ini bertujuan untuk menguji pengaruh kredibilitas selebriti dan pemasaran media sosial terhadap niat beli Pocari Sweat, dengan kredibilitas merek sebagai mediasi. Penelitian ini menggunakan metode survei dengan kuesioner online sebagai alat pengumpulan data, dan sampel terdiri dari 484 konsumen Pocari Sweat di Indonesia yang dipilih dengan menggunakan teknik convenience sampling. Analisis data dilakukan menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kredibilitas selebriti berpengaruh positif terhadap niat beli dan kredibilitas merek Pocari Sweat. Pemasaran media sosial berpengaruh positif terhadap niat beli dan kredibilitas merek Pocari Sweat. Kredibilitas merek berpengaruh positif terhadap niat beli Pocari Sweat. Kredibilitas merek memediasi pengaruh kredibilitas selebriti dan pemasaran media sosial terhadap niat beli Pocari Sweat. Penelitian ini memberikan kontribusi baik secara teoritis maupun praktis terhadap pemahaman kita tentang kredibilitas selebriti, pemasaran media sosial, kredibilitas merek, dan niat beli. Implikasi praktis termasuk rekomendasi bagi manajemen Pocari Sweat untuk merancang strategi pemasaran yang efektif dengan memanfaatkan selebriti yang kredibel, meningkatkan kredibilitas merek, dan memaksimalkan potensi pemasaran media sosial.
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