The Mediation Effect of Customer Perceived Value and AttitudeToward Advertisement on Social Media Influencer’s Credibility on Purchase Intention

Liem Pamela Lukito, Retno Yustini

Abstract


Instagram isthe most used social mediathat promotes influencer marketing, which is an effective marketing way by using influencer. SMI can be a fashion blogger, such as Gisella who endorses casual fashion in Instagram. SMI’s credibilityhas a role in purchase intention, making a producer consider SMI's credibility when they decide to work with them. Customer perceived value (CPV) can be partially mediating variable toward SMI's credibility on purchase intention, indicating that there might be other variable that act as mediator. Other researcher found that attitude toward advertisement (Aad) act as mediator of SMI's credibility on purchase intention. Thus the purpose of this research is to examine the mediating effect of CPV and Aad toward the SMI's credibility on purchase intention of casual fashion. The population used was female student of SCU Semarang. Descriptive analysis (score tabulation) and statistic analysis (regression, path analysis)were conducted. The result indicated that CPV and Aad are partially mediating SMI's credibility on purchase intention of casual fashion endorsed by Gisella. It implied that producer should screen SMI based on their credibility since it has a great direct effect on purchase intention. Furthermore, they should consider CPV and Aad since it poses a mediating role


Full Text:

PDF

References


Ambarwati, M., Sunarti, Mawardi, M.K. (2015). Pengaruh Citra MerekTerhadapMinatBeli (SurveiPadaMahasiswaUniversitasBrawijaya yang Menggunakan Pasta Gigi Pepsodent). JurnalAdministrasiBisnis (JAB) Vol. 25(1): 1-7.

Apejoye, Adeyanju. (2013). Influence of Celebrity Endorsement of Advertisement on Student’s Purchase Intention. Mass Communication and Journalism.

AsosiasiPenyelenggaraJasa Internet Indonesia. (2016). SaatnyaJadiPokokPerhatianPemerintahdanIndustri. Diaksesdari: https://apjii.or.id/downfile/file/BULETINAPJIIEDISI05November2016.pdf

Arsinta, G.A., Purnami N.M. (2015). PeranPersepsiNilaidalamMemediasiPengaruhKredibilitas Celebrity Endorser padaNiatbeliProdukKosmetik Maybelline di Kota Denpasar. JurnalManajemen, StrategiBisnisdanKewirausahaanVol. 9 (2): 123-134.

Ari, Ezgi. Nasir, Aslihan. (2014). A Critical Review of Online Consumers’ Purchase Intentions. Advances in Business-Related Scientific Research Conference 2014 in Venice (ABSRC 2014 Venice).

Asgarpour, Rasoul., Sulaiman Z., Hamid, A.B.A. (2015). A Review on Customer Perceived Value and Its Main Components. Global Journal of Business and Social Science Review vol. 1(2): 632-640.

Aziz, S., Ghani U., Niazi A. (2013). Impact of Celebrity Credibility on Advertising Effectiveness. Pakistan Journal of Commerce and Social Sciencesvol. 7(1): 107-127.

Baron, R.M., Kenny, D.A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychologyvol. 51(5): 1173-1182.

Bhakar, S., Dubey, A. (2015). Analysis of The Factors Affecting Customer’s Purchase Intention: Mediating Role of Customer Knowledge and Perceived Value. Advances in Social Sciences Research Journal Vol. 2(1): 87-101.

Chi, H., Yeh H.R., Tsai C. (2011). The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser. Conference Proceeding.

DailySocial. (2017). APJII: PenetrasiPengguna Internet Indonesia Capai 143 Juta Orang.

Ferdinand, A. (2006). Strategic Pathways Toward Sustainable Competitive Advantage. Unpublished DBA. Theses. Australia.

Freberg, K., Graham K., McGughey, K. &Freberg, L.A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review vol. 37(1): 90-92.

Gashi, Linda. (2017). Social Media Influencers –Why We Cannot Ignore Them. Bachelor Thesis of Science in Business Administration: International Business and Marketing.

Ghozali, Imam. (2011). AplikasiAnalisis Multivariate dengan Program SPSS. Semarang: BadanPenerbitUniversitasDiponegoro.

Goldsmith, R.E., Lafferty B.A., Newell, S.J. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising vol. 29 (3): 43-54.

Gyda, D.S. (2017). The New Celebrities Working with Social Media Influencers. Thesis. Diaksesdari: https://skemman.is/bitstream/1946/28392/1/gyda_the_new_celebrities_skemma.pdf

Hansudoh, S.A. (2012). Pengaruh Celebrity Endorsement terhadap Purchase Intention Melalui Perceived Value padaProduk Top Coffee di Surabaya. E-Journal UniverisitasKatolikWidya Mandala Surabaya vol. 1(5).

Harly, G. dan Octavia, D. (2014). Pengaruh Endorsement Fashion Blogger TerhadapMinatBeliMerekLokalpadaTahun 2013-2014 (StudiKasuspada Fashion Blogger Evita Nuh). JurnalManajemen Indonesia Vol. 14(2).

Indraswari, N.M., Pramudana, K.A.S. (2014). PengaruhKredibilitas Celebrity Endorser danKewajaranHargaTerhadapNiatbeliKonsumenWanitapada Online Shop ProdukPakaian. E-JurnalManajemenUniversitasUdayanaVol. 3(4): 938-955.

Instagram. (2018). About Us. Diaksesdari: https://instagram.com/about/us

Isosuo, Heli. (2016). Social Media Influencer Marketing. Bachelor Thesis. Diaksesdari: https://www.theseus.fi/bitstream/handle/10024/114035/thesisheliisosuo.pdf

Isparmo. (2016). Data StatistikPengguna Internet Indonesia Tahun 2016. Diaksesdari: http://isparmo.web.id/2016/11/21/data-statistik-pengguna-internet-indonesia-2016/

JarvisStore. (2016). 6 Produk yang Paling BanyakDijual Online. Diaksesdari: https://jarvis-store.com/artikel/6-produk-yang-paling-banyak-di-jual-online

LineToday. (2018). 7 Fashion Gisel yang SimpelTapiElegan, Cantik! Diaksesdarihttps://today.line.me/id/pc/article/7+Fashion+Gisel+yang+Simpel+Tapi+Elegan+Cantik-2eVD8B

Maharani, Kumala., Totoatmojo. (2015). The Celebrity Endorser (Selebgram) Effect Toward Purchase Intention on Instagram Social Media. 3rd AASIC: Sustainable Development of Asian Community.

McDougall, G.H. & Levesque, T. (2000). Customer Satisfaction with Services: putting perceived value into the equation. Journal of Services Marketing vol. 14(5): 392-410.

Neves, A., Vieira, R., Mourao, F., & Rocha, L. (2015). Quantifying Complementarity among Strategies for Influencers’ Detection on Twitter1. Procedia Computer Science 51: 2435-2444.

Pakpahan, E.S.B. (2017). PengaruhKredibilitas Celebrity EndroserTerhadapKeputusanPembeliandanKepuasanKonsumen You-C 1000 Vitamin C di Kota Pekanbaru. JOMFekon vol. 4 no. 1: 721-734.

Rachmat, D.O.N., Ariyanti M., Zuliestiana D.A. (2016). Pengaruh Celebrity Endorser di Media Sosial Instagram dalamPromosiProduk Hijab terhadapMinatBeliKonsumen (StudiKasuspadaAkun Instagram @Zahratuljannahdan @joyagh). e-Proceeding of Management vol. 3(3): 2858-2865.

Rahmah, Nikmatur. (2015). PengaruhKredibilitas Endorser IklanSensodynePadaSikapKonsumen (TerhadapIklandanProduk) danMinatBeliKonsumen (StudipadaMahasiswaUniversitasBrawijaya Malang). JurnalEkonomiBisnisvol. 20(1): 1-53.

Rochmania, L., Prabowo, F. (2016). Pengaruh Celebrity Endorsement pada Instagram TerhadapMinatBeliProduk Mode Lokal (StudipadaSharenaGunawan). E-Proceeding of Management Vol. 3(2): 1103-1112.

Sallam, Methaq A.A. (2011). The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity. International Journal of Marketing Studies Vol. 3(4): 63-77. URL: http://dx.doi.org/10.5539/ijms.v3n4p63

Schiffman, Leon G., Kanuk, Leslie L. (2010). Consumer Behavior 10th ed. Pearson Education.

Setyawati, Sri Murni; Rosiana, Monica. (2018). SikapKonsumenSebagaiMediasiPengaruhKredibilitasSelebritidan E-WomTerhadapMinatBeli (StudiEmpirispadaKonsumen Bandung Makuta). Seminar Nasional dan Call for Paper Sustainable Competitive Advantage (SCA).

Shafiq, R., Raza, I. Zia-ur-Rehman, M. (2011). Analysis of the Factors Affecting Customer’s Purchase Intention: The Mediating Role of Perceived Value. African Journal of Business Management Vol. 5(26): 10577-10585.

Shimp, T.A. (2003). PeriklananPromosi. Jakarta: Erlangga.

Smartinsights. (2016). Global Social Media Research Summary 2016. Diaksesdari: https://c.ymcdn.com/sites/www.productstewardship.us/resource/resmgr/Phone_Books/Global_Social_Media_Statisti.pdf

Sociabuzz. (2018). KupasTuntasTrenPemasaran “Endorse”. The State of Influencer Marketing 2018 in Indonesia. Diaksesdari: https://www.labana.id/wp-content/uploads/2018/03/The-State-of-Influencer-Marketing-2018-in-Indonesia-Kupas-Tuntas-Tren-Pemasaran-Endorse.pdf

Stafford, M.R. Spears, N.E. Hsu, C. (2003). Celebrity Images in Magazine Advertisements: an Application of The Visual Rhetoric Model. Journal of Current Issue and Research in Advertising Vol. 25(2): 13-20.

Stephanie, Elysia. (2013). PengaruhKredibilitas Endorser TerhadapMinatBeliMelaluiSikapAtasIklanpadaProdukShampoL’oreal di Surabaya. JurnalIlmiahMahasiswaUniversitas Surabaya Vol. 2 (2): 1-21.

Stephanie, E., Rumambi L.J., Kunto, Y.S. (2013). AnalisaPengaruh Rio DewantodanDonitaSebagai Celebrity Endorser TerhadapMinatBeliProdukAze Anarchy denganDaya Tarik IklandanEfekIklansebagaiVariabel Intervening. JurnalManajemenPemasaran Vol. 1 (2): 1-9.

Sudha, M. & Sheena K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management: 14-30.

Szmigin, L. &Piacentini, M. (2015). Consumer Behaviour (Vol. 1). Oxford: Oxford University Press.

Wangsa, G.C.U., Ardani I.G. (2015). PeranSikapPadaIklandalamMemediasiPengaruhKredibilitasAlGhazaliSebagai Endorser TerhadapNiatBeli (StudiPadaProduk Men’s Biore Cool Oil Clear di Kota Denpasar). E-jurnalmanajemen Vol. 4(3): 538-557.




DOI: https://doi.org/10.24167/jmbe.v1i1.2049

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2019 Journal of Management and Business Environment (JMBE)



View My Stats | Journal of Management and Business Environment (JMBE) | e-ISSN: 2685-5992