Celebrity Endorsement Role, Brand Image, and Brand Credibility Influence Purchase Intention
DOI:
https://doi.org/10.59188/eduvest.v4i6.1189Keywords:
Brand Credibility, Brand Image, Celebrity Endorsement, Purchase Intention, Samsung Z FlipAbstract
This study aims to analyze the mediating effect of brand image on the role of celebrity endorsement and brand credibility on the purchase intention of the Samsung Z Flip 5 smartphone. This quantitative research uses structural equation modeling (SEM) with SmartPLS. The results of this study state brand credibility has a positive effect on brand image, and brand image mediates a direct effect on brand credibility with purchase intent. Meanwhile, brand credibility has no significant effect on purchase intent. Celebrity endorsements have no significant effect on brand image. Brand image does not mediate influence in the relationship between celebrity endorsements and purchase intent. The research's implications include the necessity of collaborating with stakeholders and fostering trust in order to raise interest in purchasing the Samsung Z Flip 5 smartphone.
References
Alessandro, L. C., Japarianto, E., & Kunto, Y. S. (2023). PERAN MEDIASI BRAND IMAGE PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PRODUK SKIN CARE NATURE REPUBLIC. Jurnal Manajemen Pemasaran, 17(1), 24–30.
Clara, C. (2023). Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace. Jurnal Manajemen, 27(1), 41–61.
Cuong, D. T. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Power, 12(3), 691–700.
Ghozali, I. (2016). Aplikasi Analisis multivariete dengan program IBM SPSS 23 (Edisi 8). Cetakan Ke VIII. Semarang: Badan Penerbit Universitas Diponegoro, 96.
Hair Jr, 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.
Hasbi, I. (2020). Pengaruh Brand Credibility, Brand Personality, Dan Endorsement Beauty Vlogger Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intevening (Studi Kasus Pada Konsumen Produk Make Over Bandung). Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(1).
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Petra Christian University.
IDC. (2023). Smartphone Market woes continue with 14.6% Drop in first quarter this year.
Jannah, K. N., Kurnia, P. R., & Sitio, R. P. (2023). Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(2), 161–180.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391.
Rahmah, F. N., & Arafah, W. (2023). PENGARUH CELEBRITY ENDORSE, KREDIBILITAS MEREK DAN PROMOSI TERHADAP MINAT BELI. Business, Economics and Entrepreneurship, 5(1), 89–101.
Rayining, S. P., & Agung, Y. (2019). The influence of celebrity endorsement on purchase intention of Wardah lipstick products through brand image and brand credibility. Russian Journal of Agricultural and Socio-Economic Sciences, 90(6), 302–308.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2022). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402–411.
Published
Issue
Section
License
Copyright (c) 2024 Praditia Andryani, Lina Salim
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
