PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION, MEDIASI BRAND TRUST DAN BRAND ATTITUDE PADA PRODUK SKINCARE
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Abstract
Peningkatan penjualan produk kecantikan bernilai sangat tinggi pada tahun 2020 hingga 2021, dan penjualan terbesar terjadi di online shop. Terdapat beragam strategi pemasaran yang menjadi alternatif bagi sebuah merek untuk meningkatkan intensi membeli. Instagram merupakan salah satu platform yang sukses di Indonesia karena menghasilkan engagement dan reach yang besar, sehingga banyak merek memillih untuk melakukan pemasaran melalui Instagram. Terdapat beragam strategi pemasaran yang menjadi alternatif bagi sebuah merek, diantaranya adalah eWOM, social media marketing yang juga dapat meningkatkan intensi membeli melalui brand image dan brand trust, celebrity endorsement yang dapat mempengaruhi purchase intention secara tidak langsung melalui consumer attitude terhadap endorser credibility, brand credibility, dan brand attitude. Tujuan penelitian ini adalah untuk menunjukkan apakah celebrity endorsement pada Instagram berpengaruh terhadap trust dan attitude terhadap sebuah merek skincare, serta apakah brand trust dan brand attitude dapat mempengaruhi intensi membeli produk skincare. Studi ini merumuskan 5 hipotesis yang akan diuji dengan Partial Least Squares – Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS 3.3.0 Sampel yang diperoleh sebanyak 175 sampel, tetapi hanya 123 sampel yang valid. Penelitian ini menyimpulkan bahwa celebrity endorsement mempengaruhi brand attiitude dan brand trust, dan brand attitude memiliki pengaruh yang paling besar terhadap intensi membeli.
The increase in sales of beauty products is very high in 2020 to 2021, and the largest sales occur in online shops. There are many marketing strategies that a brand can use to increase purchase intention. Instagram is one of the most successful platforms in Indonesia, as it generates high engagement and reach, thereby so many brands have chosen to do marketing on this platform. There are many marketing strategies that brands can do, including eWOM, social media marketing which will increase purchase intentions through brand image and brand trust, celebrity endorsements that can influence purchase intention indirectly through consumer attitudes, endorser credibility, brand attitudes, and brand credibility. This study aims to determine whether celebrity endorsement on Instagram affect a person's beliefs and attitudes towards a brand of skin care products, as well as whether brand trust and brand attitude can affect purchase intention of skin care products. This study proposes 5 hypotheses and data analyzes will be conducted by using Partial Least Squares – Structural Equation Modeling (PLS-SEM) using SmartPLS 3.3.0 software. The samples collected were 175 samples which were obtained by using the online questionnaire method, but only 123 samples were valid. This study found that celebrity endorsement significantly affects brand trust and brand attitude, and brand attitude has the largest role on purchase intention.
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