THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION FOR ERIGO BRAND PRODUCTS
Keywords:
Celebrity Endorser, Brand Image, Price Perception, Purchase IntentionAbstract
The fashion sector is expanding at a rapid pace amidst intense market competition, prompting companies to formulate efficient marketing strategies. Erigo stands out as one of the leading local fashion brands in Indonesia. This research investigates how celebrity endorsement, brand image, and perceived pricing affect consumer intentions to purchase Erigo-branded products. The research focuses on individuals living in Denpasar City who are potential buyers of Erigo apparel. Employing a non-probability sampling method, the study involves 100 respondents. The collected data is analyzed using multiple linear regression. Findings reveal that celebrity endorsers, brand image, and price perception significantly and positively impact consumers’ intention to purchase Erigo products
Downloads
References
Aaker, D. A. (2019). Building Strong Brands. Routledge Simon and Schuster.
Abbas, A. Afshan, G. dan Khan, S. B. (2018). The Effect Of Celebrity Endorsement On Customer Purchase Intention: A Comparative Study Predictors And Consequences Of Human Resource Outsourcing View project Internal Marketing View project. Current Economics And Management Research, Vol. 4, No. 1, Pp 1–10.
Alatas, Haidar. (2019). Hipertensi Pada Kehamilan. Herb-Medicine Journal. Vol. 2. No. 2. Pp. 27.
Ali, L. S. W. H. dan Cuandra, F. (2023). Pengaruh Digital Marketing dan Brand Awareness terhadap Purchase Intention Brand Fashion Erigo Apparel dimediasi Brand Image. Jurnal Ekuilnomi, Vol. 5, No. 2, Pp. 292-304.
Alvionita, S. dan Sutedjo, B. (2021). Pengaruh Celebrity Endorsement, Brand Image Dan Customer Review Terhadap Purchase Intention. Journal Of Management And Business, 4, Pp. 374-38.
Azwar, S. (2017). Metode Penelitian. Yogyakarta: Pustaka Pelajar.
Araigy, M.S. (2018). The Influence Of Celebrities On Consumer Buying Decision Through Social Media. International Journal Of Humanities And Applied Social Science (Ijhass). 3 (11), 152-165.
Ariatmaja, D. D. dan Rastini, N. M. (2017). Peran Brand Image Memediasi Daya Tarik Promosi Dan Kewajaran Harga Terhadap Keputusan Penggunaan Jasa Transportasi. E-Jurnal Manajemen, 6(9), 4689–4715. https://ojs.unud.ac.id/index.php/manajemen/article/view/31153
Ashfaq, M. dan Ali, M. (2017). Impact Of Celebrity Endorsement On Consumer Buying Behavior In FMCG Sector Of Pakistan. Arabian Journal Of Business And Management Review (Oman Chapter), Vol. 7, No. 1, Pp. 1–13.
Belch, G. E. dan Belch, M. A. (2019). Advertising And Promotion: An Integrated Marketing Communications Approach (10th ed.). New York: McGraw-Hill Education.
Bulan, I. S. dan Sudrajat, R. H. (2019). Pengaruh Penggunaan Celebrity Endorser Arief Muhammad Di Instagram Terhadap Brand Image Erigo Store. Sospol: Jurnal Sosial Politik, Vol. 5, No. 2, Pp. 322-332.
Chaudhuri, A. dan Holbrook, M. B. (2021). The Chain Of Effects From Brand Trust And Brand Affect To Brand Performance: The Role Of Brand Loyalty. Journal Of Marketing, 65(2), 81-93.
Chen, Y. dan Wang, Y. (2022). Understanding Purchase Intention In Online Shopping: A Multi-Perspective Model. Frontiers In Psychology, 13, 825714.
Erkmen, E. dan Hancer, M. (2019). Building Brand Relationship For Restaurants: An Examination Of Other Customers, Brand Image, Trust, And Restaurant Attributes. International Journal Of Contemporary Hospitality Management, 31(3), 1469–1487. https://doi.org/10.1108/IJCHM-08-2017-0516.
Farzin, M. dan Fattahi, M. (2018). Ewom Through Social Networking Sites And Impact On Purchase Intention And Brand Image In Iran. Journal Of Advances In Management Research, Vol. 15, No. 2, Pp. 161–183.
Febrian, A. dan Fadly, M. (2021). Brand Trust As Celebrity Endorser Marketing Moderator’s Role. Journal Of Applied Management, Vol. 19, No. 1, Pp. 207-216. http://dx.doi.org/10.21776/ub.jam.2021.019.01.19
Ferrell, O. C. dan Hartline, M. D. (2021). Marketing strategy (7th ed.). Cengage Learning.
Fitri, F. R. (2018). The Influence Of Celebrity Endorsement In Social Media Instagram On Attitude Towards Brand And Brand Image To Customer Purchase Intention. Journal Of Accounting Management and Economics, Vol. 20, No. 2, Pp. 7–17.
Ghozali, I. (2018). Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 Update Bayesian SEM Edisi 7. Universitas Diponegoro, Semarang.
Hakim, L. L. dan Keni, K. (2020). Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, Vol. 4, No. 3, Pp. 81-86.
Hendri. dan Herlina, B. (2021). Pengaruh Brand Image, Brand Turst, Ewom Terhadap Purchase Intention pada Produk H&M pada Masa Pandemi Covid-19. Jurnal Manajerial Dan Kewirausahaan, Vol. 3 No. 2. Pp. 371-379.
Huang, S.; Chen, Y.; dan Wang, J. (2016). Measurement Of Tire Tread Depth with Image Triangulation, International Symposium On Computer, Consumer and Control, Vol. 2, No. 1, Pp. 303-306.
Hikmareta, Y. (2020). Pengaruh Social Media Marketing dan Brand Image Terhadap Purchase Intention pada Pengguna Instagram Produk Wardah Cosmetics Di Kota Semarang. Jurnal Manajemen dan Pemasaran Universitas Semarang, Vol. 8, No. 1, Pp. 1-14.
Iswadi, L. F., Jamiati, K. N., & Handoko, D. (2023). Pengaruh Brand Activation Terhadap Brand Image Whitelab: Survei pada Pengunjung Unveil the New Whitelab. Tuturan: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, Vol. 1, No. 4, Pp 89-107.
Iwan. dan Nainggolan. (2017). Pengaruh Celebrity Endorser, Brand Awareness dan Harga Produk Terhadap Minat Beli Mie Suksess (Studi Empiris Pada Penduduk Kecamatan Pinang-Kota Tangerang) Cakrawala, Vol. XVII, No. 2. Pp. 146-155.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, And Managing Brand Equity. Pearson.
Keller, K. L. dan Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity, 5th Edition, England: Pearson.
Keller, K. L. dan Lehmann, D. R. (2022). The Impact Of Celebrity Endorsers On Brand Equity: A Meta-Analysis. Journal Of Marketing Research, Vol. 59, No. 2, Pp. 242-263.
Keller, K. L. dan Lehmann, D. R. (2023). Strategic Brand Management: Building, Measuring, And Managing Brand Equity (5th ed.). Pearson.
Kelvin. dan Firdausy, C. M. (2022). Pengaruh Brand Image, Brand Trust dan Price Perception terhadap Purchase Intention Pelanggan Uniqlo Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, Vol. 4, No. 1, Pp. 142-149. https://doi.org/10.24912/jmk.v4i1.17179
Khasawneh. (2017). Determinants Of Online Purchase Intention: A Study Of Emirati Consumers, Int. J. Islamic Marketing And Branding, Vol. 2, No. 3, Pp. 200-214.
Kim, J. dan Ko, E. (2023). The Impact Of Consumer Needs On Business Competition In The Fashion Industry. Journal Of Fashion Marketing and Management, Vol. 27, No. 2, Pp. 244-260.
Kim, J. dan Lim, W. M. (2022). The Impact Of Product Reviews On Purchase Intention: A Meta-Analysis. Journal Of Interactive Marketing, Vol. 59, No. 2, Pp. 1-16.
Koththagoda, K. C. dan Weerasiri, S. (2017). Celebrity Endorsement and Purchase Intention of Telecommunication Industry In Sri Lanka. International Journal Of Science And Research, Vol. 6, No. 6, Pp. 635– 638.
Kotler, P. (2013). Manajemen Pemasaran, Jilid Kedua. Jakarta: Erlangga.
Kotler, P. dan Keller, K. L. (2016). Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc
Kotler, P. dan Amstrong, G. (2018). Principles Of Marketing.15 Global Edition. Pearson Pretice Hall, Inc
Kotler, P. dan Keller, K. L. (2020). Marketing Management (16th ed.). Pearson Pretice Hall, Inc
Kotler, P. dan Armstrong, G. (2023). Principles of Marketing (17th ed.). Pearson Pretice Hall, Inc
Kusuma, P. I. P. dan Sukaatmadja, I. P. G. (2023). Peran Citra Merek Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian pada Kedai Kopi Jenar Denpasar. E-Jurnal Manajemen, Vol. 12, No. 11, Pp. 1142-1162
Lionitan, W. dan Firdausy, C. M. (2023). Pengaruh Persepsi Harga, Word of Mouth dan Customer Satisfaction terhadap Purchase Intention Pelanggan Mixue di Cibubur. Jurnal Manajerial dan Kewirausahaan, Vol. 5, No. 3, Pp. 805-813.
Lucky, F. dan Olivia, Walangiton. (2019). Traditional and Behavioral Finance. In H. K. Baker dan V. Ricciardi (Eds.), Investor Behavior: The Psychology Of Financial Planning And Investing. John Wiley And Sons, Inc
Maulana, M. I. N. (2020). Pengaruh Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Produk Artfresh. Performa, Vol. 5, No. 6, Pp 512-521.
Melzica, N. P. D. F. dan Wardana, I. M. (2022). Peran Brand Image Memediasi Pengaruh Celebrity Endorser terhadap Repurchase Intention. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, Vol. 11, No. 09, Pp. 1084-1092.
Nurtjahjadi, E. dan Budianti, F. (2023). Pengaruh Green Product dan Persepsi Harga terhadap Minat Beli Produk Tupperware. Jurnal Akuntansi, Keuangan, dan Manajemen, Vol. 4, No. 3, Pp. 195-207.
Prasetyo, A. (2020). Pengaruh Brand Image terhadap Purchase Intention. Jurnal Ilmiah Manajemen Universitas Brawijaya, Vol. 10, No. 1, Pp. 1-10.
Prastio, A. dan Rodhiah. (2021). Pengaruh Perceived Quality, Social Influence, Dan Perceived Price Terhadap Purchase Intention Brodo. Jurnal Manajerial Dan Kewirausahaan, Vol III No. 3/2021, Pp. 580-590.
Putra, P. (2021). Pengaruh Citra Merek Dan Kualitas Produk terhadap Kepuasan Pelanggan Produk Mie Sedaap. Jurnal Ilmiah Manajemen Dan Kewirausahaan, Vol. 8, No. 1, Pp. 70-76.
Rahmawati, K. A. Y. U. (2021). Pengaruh Citra Merek, Celebrity Endorsement, dan E-wom Terhadap Niat Beli Online Pada Skincare Dan Kosmetik Korea.
Rahmawati, D. (2023). The Impact Of Social Media Influencers On Purchase Intention: A Study On Generation Z In Indonesia. International Journal Of Business And Management, Vol. 18, No. 2, Pp. 135-144.
Rajasekar, D. (2018). A Study On Purchase Decisions Of Celebrity Endorsement On Advertising Campaign In Influencing Consumer: Impact Analysis. International Journal Of Supply Chain Management, Vol. 7, No. 1, Pp. 230–235.
Rajasekar. dan Murasoli. (2021). Impact Of Price On The Purchase Intention Of Consumers Regarding Luxury Products. NVEO - Natural Volatiles And Essential Oils Journal, Vol. 8, Issue: 4, Pp. 6560-6564.
Reven, D. dan Ferdinand, A. T. (2017). Analisis Pengaruh Desain Produk, Kualitas Produk, Harga Kompetitif, dan Citra Merek terhadap Keputusan Pembelian (Studi Pada Pelanggan Nesty Collection Jakarta). Diponegoro Journal of Management, Volume 6, Nomor 3, Tahun 2017, ISSN (Online): 2337-3792.
Rosita, N. dan Tahmat. (2021). Pengaruh Brand Image dan Kualitas Produk Terhadap Minat Beli Konsumen pada Produk Tong Tji Tematik di Supermarket Borma Dago Dan Borma Cikutra. In: Seminar Sosial Politik, Bisnis, Akuntansi Dan Teknik (SoBAT) ke-3, 16 Oktober 2021, Bandung, Indonesia.
Roshan, P. A. A. dan Sudiksa, I. B. (2019). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 8(8), 5164. https://doi.org/10.24843/ejmunud.2019.v08.i08.p17
Saputra, Hidayat. Muhazirin, B. dan Panjaitan, Harry Patuan. (2021). Pengaruh Citra Merek, Kualitas Produk, Kualitas Layanan, Persepsi Harga dan Tempat Terhadap Minat Beli Konsumen Pada Bakso Sido Kangen Pekanbaru. Lucrum : Jurnal Bisnis Terapan, [S.l.], v. 1, n. 1, p. 48-61, jan. 2022. Available at: <https://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/article/view/1829>.
Sastrawan, K. A., & Pramudana, K. A. S. (2024). Peran Brand Image Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention (Studi Pada Kedai Berbagi Kopi Peguyangan Denpasar). Jurnal Review Pendidikan dan Pengajaran (JRPP), Vol. 7, No. 3, Pp. 9613-9620.
Schiffman, L. G. dan Kanuk, L. L. (2020). Consumer behavior (11th ed.). Pearson.
Setiawan. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variable Mediasi pada Produk Green Tea Esprecielo Allure. Jurnal Manajemen Pemasaran. Vol. 12, No. 1, Pp. 53-60.
Shrestha, S. K. (2019). Celebrity Endorsement And Purchase Intention: A Structural Equation Modeling Approach. Management Dynamics, Vol. 22, No. 2, Pp. 35–46.
Sijoatmodjo, F. A. dan Soetedja, V. (2021). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Merek “Keekho”.
Sociabuzz. (2018). The State Of Influencer Marketing 2018 In Indonesia : Kupas Tuntas Tren Pemasaran Endorse. Jakarta: Sociabuzz
Social. (2019). Instagram Capai 62 Juta Pengguna Di Indonesia. Katadata.co.id.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (12th ed.). Cengage Learning.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alphabet.
Sujana, M. S. A. S. dan Giantari, I G. A. K. (2017). Peran Brand image Memediasi Hubungan Celebrity Endorser dengan Purchase Intention. Jurnal Forum Keuangan dan Bisnis Indonesia, Vol. 6, No. 1, Pp. 313-324.
Sujarweni, W. (2015). SPSS Untuk Penelitian. Yogyakarta: Pustaka Baru Press.
Sukaatmadja, I. P. G., Widagda, I. G. N. J. A., Yasa, N. N. K., Rahmayanti, P. L. D., & Tirtayani, I. G. A. (2023). The Influence of Perceived Travel Risk, Celebrity Endorsement, and Destination Image on Attitude and Revisit Intention of Tourists. International Journal of Asian Business and Management, Vol. 2, No. 4, Pp. 669-688.
Tanjung, R. dan Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. MBIA, Vol. 22, No. 1, Pp. 88-102.
Tjiptono, F. (2016). Pemasaran Jasa. Yogyakarta: Penerbit Andi.
Verhoef, P. C. dan Leeflang, P. S. H. (2023). Understanding Brand Loyalty: A Multidisciplinary Perspective. Routledge.
Watung, M. Massie, J. D. dan Ogi, I. W. (2022). Pengaruh Electronic Word Of Mouth dan Celebrity Endorser dengan Brand Image terhadap Purchase Intention Pembelian Tiket Online (Studi Pada Situs Traveloka). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, Vol. 10, No. 1, Pp. 1181-1191.
Widya, L. dan Carunia, M. F. (2017). Kebijakan dan Strategi Peningkatan Pendapatan Asli Daerah Dalam Pembangunan Nasional. Jakarta: Yayasan Pustaka Obor Indonesia.
