The Role of Purchase Intention in Mediating Celebrity Endorser, Ewom, and Brand Image on Purchase Decision

Rara Novriyanti; Suprihatin Ali; Diang Adistya

doi:10.59653/jbmed.v3i02.1604

Authors

Rara Novriyanti Lampung University, Indonesia
Suprihatin Ali Lampung University, Indonesia
Diang Adistya Lampung University, Indonesia

DOI:

https://doi.org/10.59653/jbmed.v3i02.1604

Keywords:

Celebrity Endorser, Electronic Word of Mouth, Brand Image, Purchase Intention, Purchase Decision

Abstract

In the globalization era, increasing product competition compels producers to prioritize consumer needs. Wardah emerges as a cosmetic brand that addresses these demands through its commitment to quality and adherence to halal standards. This study aims to explore the role of Purchase Intention as a mediating variable in the relationship between Celebrity Endorser, Ewom, and Brand Image on Purchase Decision. Employing a quantitative approach with an explanatory research design, the study targeted Wardah cosmetic consumers residing in Bandar Lampung. A purposive sampling technique was applied, involving 100 respondents using a Likert-scale questionnaire. Data analysis was conducted through SEM using SmartPLS 4.0 software. The findings reveal that brand image significantly influences purchase intention, while purchase intention fully mediates its impact on purchase decisions. Conversely, celebrity endorsers and ewom do not significantly affect purchase intention. These results underscore the critical role of enhancing brand image to boost consumer purchasing intentions and decisions. Accordingly, it is recommended that Wardah optimize the use of suitable celebrity endorsers and leverage interactive platforms such as TikTok to reinforce its brand image and drive purchase decisions. Future researchers are encouraged to broaden the scope of variables and incorporate comparative analyses to enrich and extend the applicability of the study's findings.

Downloads

Download data is not yet available.

References

Anas, A. A., & Sudarwanto, T. (2020). Pengaruh celebrity endorser terhadap keputusan pembelian di eiger store royal plaza surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 953-958.

Ariyanto, A. (2023). Manajemen Pemasaran. In Widina Bhakti Persada Bandung.

Cahyani, P. R., & Mubarok, D. A. A. (2024). Pengaruh Brand Image, Electronic Word of Mouth Dan Brand Ambassador Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Oatside Di Kota Bandung). JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(2), 899-911.

Cahyaningrum, F. (2020). Analisis pengaruh electronic word of mouth, celebrity endorser dan country of origin terhadap purchase intention melalui brand image di wardah beauty house semarang (Doctoral dissertation, Universitas Islam Sultan Agung Semarang).

Candraningtya, D., & Rachman, A. (2024). Pengaruh Electronic Word of Mouth, Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian The Originote (Studi Pada Pengguna Media Sosial Tiktok). Jurnal Nusa Manajemen, 1(2), 338–359.

Christiana, I., & Lubis, S. N. (2023). Peran Mediasi Minat Beli Pada Pengaruh Celebrity endorser Dan Social Media Marketing Terhadap Keputusan Pembelian. MOTIVASI, 8(2), 121-130.

Chrysnaputra, R. D. (2020). Pengaruh Brand Image Dan Trust Terhadap Purchase Intention Pada Jasa Umroh Di Malang. Al-Iqtishod: Jurnal Ekonomi Syariah, 2(1), 68-89.

Darmawan, R., & Nurcaya, I. N. (2018). Membangun Niat Beli Iphone Melalui Ewom Dan Brand Image (Doctoral dissertation, Udayana University).

Desti, Y., & Rosalina, D. (2023). The Influence Of Product Quality, Brand Image On The Purchase Decision Of Honda Scoopy With Buying Interest As An Intervening Variable At PT Hayati Pratama Mandiri Of Dharmasraya Regency. Jurnal Akuntansi, Manajemen dan Bisnis Digital, 2(2), 229-246.

Dewi, P. S. G. K., Nurcahyo, F., Bramantyo, A., Tehupuring, R., Silaban, Y. D. U., Srilestari, U., ... & Fauzan, A. (2024). Eksplorasi Pengaruh e-WOM Terhadap Keputusan Pembelian (Studi Kasus Konsumen Richeese Factory).

Febiyanti, L., & Aqmala, D. (2022). Pengaruh E-Wom, Brand Image, Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Pengguna Grab Melalui Minat Beli Sebagai Variabel Intervening. Jurnal Manajemen dan Dinamika Bisnis, 1(1), 28-39.

Firmansyah, D., Safrina, E., & Diah, M. (2023). Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening. Jurnal Informatika Ekonomi Bisnis, 885-889.

Hardiani, A. S. (2022). Pengaruh Kredibilitas Sumber Dan Efektivitas Pesan Pada Iklan Tokopedia X Bts Terhadap Keputusan Pembelian Mahasiswa Ilmu Komunikasi Universitas Sultan Agung (Doctoral Dissertation, Universitas Islam Sultan Agung Semarang).

Hayati, N., & Sudarwanto, T. (2024). Pengaruh Content Marketing dan Brand Image Terhadap Keputusan Pembelian Produk Lip Tint Barenbliss. Jurnal Pendidikan Tata Negara (JPTN, 12(2).

Kotler, P., & Keller, K. L. (2016). Marketing Management. In Pearson India Education Services Pvt. Ltd (15th ed.).

Kusdayanti, P. A., & Nugroho, R. H. (2023). Pengaruh Brand Image dan Celebrity Endorser Terhadap Minat Beli Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening di Surabaya). Management Studies and Entrepreneurship Journal (MSEJ), 4(3), 3143-3151.

Mantiri, S. M. B., Mangantar, M. M., & Tumewu, F. J. (2022). Pengaruh Electronic Word Of Mouth (Ewom) Dan Word Of Mouth (Wom) Terhadap Purchase Intention Produk Shopee Di Manado. Jurnal Emba, 10(1), 1191-1200.

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71-83.

Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2022). Konsep dasar structural equation model-partial least square (sem-pls) menggunakan smartpls. Pascal Books.

Ningsih, T. P., & Muzdalifah, L. (2024). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Purchase Intantion Produk Speaker Aktif Roadmaster Melalui Brand Trust Sebagai Variable Mediasi. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 2346–2361.

Putri, B. H. H., & Nasution, O. B. (2021). Pengaruh Electronic Word of Mouth, Celebrity Endorser, Dan Social Media Marketing Terhadap Brand Image Pada Produk Di Instagram. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(3), 240-246.

Rahmah, R. M., & Supriyono, S. (2022). Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu. Management Studies and Entrepreneurship Journal (MSEJ), 3(4), 2352-2359.

Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The Effect Of Brand Image And Customer Relationship On Customer Loyalty Mediated By Customer Satisfaction At Primary School Al-Ulum. Jurnal Ekonomi, 12(01), 531- 545.

Siregar, E. P., & Saktiana, G. M. (2024). Pengaruh Penggunaan Rayyanza Malik Ahmad (Cipung) sebagai Endorser terhadap Minat Beli Konsumen. Jurnal Manajerial Dan Kewirausahaan, 6(3), 681-696.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.

Suhardi, D., & Irmayanti, R. (2019). Pengaruh celebrity endorser, citra merek, dan kepercayaan merek terhadap minat beli konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 3(1), 53.

Wicaksana, S. A., Lunadevy, S. A., Mita, T. L., Soedira, V. G., Kartika, M. H., & Putri, D. N. W. (2022). Perilaku Konsumen (Kunci memenangkan bisnis).