Pengaruh Celebrity Endorsement, Pemasaran Media Sosial, dan Citra Merek terhadap Niat Beli Online pada Marketplace Blibli
Studi Kasus Daerah Istimewa Yogyakarta
DOI:
https://doi.org/10.58192/profit.v3i3.2453Keywords:
Celebrity Endorsement, Social Media Marketing, Brand Image, Online Purchase IntentionAbstract
The study aims to determine the effect of celebrity endorsement, social media marketing, and brand image on online purchase intentions at the Blibli marketplace in the Special Region of Yogyakarta. This study uses a quantitative approach with a sample size of 175 respondents who have made at least one purchase at the Blibli marketplace. The sampling technique used is non-probability sampling using the purposive sampling method. The analysis techniques used include validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing using SPSS software version 27. The results in this study show (1) Celebrity endorsement has a positive and significant effect on online purchase intentions at the Blibli marketplace. (2) Social media marketing has a positive and significant effect on online purchase intentions at the Blibli marketplace. (3) Brand image has a positive and significant effect on online purchase intentions in the Blibli marketplace. (4) Celebrity endorsement, social media marketing, and brand image simultaneously have a positive and significant effect on online purchase intentions at the Blibli marketplace.
References
Adam, M. R. R., Handra, T., & Annas, M. (2022). Pengaruh celebrity endorser dan periklanan terhadap brand image: Peran digital marketing. Technomedia Journal (TMJ), 7(2), 189–201. https://doi.org/10.33050/tmj.v7i2.1905
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4, 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Angelina, M., & Kaban, L. (2022). Purchase decision in e-commerce: Utilising celebrity endorsement, advertising appeal, and e-word of mouth. Jurnal Ekonomi, 11(03), 500–512.
Ardiansah, F., & Rocmaniah, A. (2022). The influence of celebrities/celebrity endorsers and Shopee e-commerce on consumer purchase interests of products. Indonesian Journal of Law and Economics Review, 17, 5–19. https://doi.org/10.21070/ijler.v17i0.836
Astuti, M. E. (2021). Pengaruh keluarga, etnis, kepribadian, gender, dan teman sebaya terhadap minat berwirausaha. Jurnal Bina Manajemen, 9(2), 162–183. https://doi.org/10.52859/jbm.v9i2.155
Bantam, D. J., & Pradana, W. D. (2024). Trust in leaders and organizational commitment study in Generation Z. Scienta: Social Sciences & Humanities, 3(2), 63–66. https://doi.org/10.51773/sssh.v3i2.282
Budiyarti, N. D., & Astuti, M. E. (2024). Pengaruh perilaku kewirausahaan terhadap kinerja usaha petani di Kalurahan Ngargosari. Upajiwa Dewantara, 8(1).
Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. Emerging Markets Journal, 9(1). https://doi.org/10.5195/emaj.2019.173
Damayanti, R. W., & Handayani, M. (2023). Pengaruh live streaming terhadap customer churn pada TikTok Shop: A stimulus-organism-response framework. Strata Business Review, 1(2), 222–230. https://doi.org/10.59631/sbr.v1i2.115
Darmawan, P. A. D. T., Yasa, P. N. S., Wahyuni, N. M., & Dewi, K. G. P. (2022). Pengaruh electronic word of mouth dan citra merek terhadap niat beli. Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 89–100. https://doi.org/10.38043/jimb.v7i1.3679
Fadhilla, H. N., & Astuti, M. E. (2022). The influences of green packaging and ecolabel toward green purchase intention. Journal of Business and Behavioural Entrepreneurship, 6(2), 30–36. https://doi.org/10.21009/jobbe.006.2.03
Firmanza, M. H. D., & Artanti, Y. (2022). Online buying intentions of Shopee consumers: The influence of celebrity endorsement, social media marketing, and brand image. Jurnal Manajemen Pemasaran, 16(2), 87–95. https://doi.org/10.9744/pemasaran.16.2.87-95
Juarez, P. D., & Suparpti, N. W. S. (2020). Pengaruh kualitas situs dan pengetahuan produk terhadap sikap untuk mendorong niat beli online di Tokopedia.com. Jurnal Manajemen, 9(1), 300. https://doi.org/10.24843/ejmunud.2020.v09.i01.p16
Kusumaningsih, S., Sutopo, J., & Nurlaeli, F. (2021). Buku panduan marketplace. In A. M. B. K. PS (Ed.), Global Askara Pres (1st ed., Issue 1). Global Askara Pres.
Natalia, G., & Dewa, P. K. (2023). Analysis of the effect of service quality and price perceptions on customer satisfaction and repeat purchases in the Indonesian marketplace (Study on the Blibli marketplace), 7(1), 2113–2127.
Probosari, N., Kusmayadi, A., Wijayani, A., Ardhanariswari, K. A., Siregar, I. R. P. S. N., & Viyani, A. O. (2022). Relationship between knowledge management with cost leadership and differentiation strategies in Sumbawa weaving SMEs: The moderating role of organizational design. The Asian Institute of Research Economics and Business Quarterly Reviews, 5(3), 229–238. https://doi.org/10.31014/aior.1992.05.03.450
Pusparisha, Y. (2023). Pilihan media sosial berdasarkan asal generasi. DAtaboks. Katadata.co.id.
Rahmawati, H., & Driyan Pradana, W. (2024). Perilaku pembelian online konsumen produk kosmetik: Pengaruh electronic word of mouth (e-wom) dan celebrity endorsement di DIY. Jurnal Pijar Studi Manajemen dan Bisnis, 2(4), 366–380. https://e-journal.naureendigition.com/index.php/pmb
Rawi, M. A. T., Wibowo, G., & Dwisaputra, I. M. R. A. (2020). The influence of social media, brand image, and celebrity endorser to purchase intention on Tokopedia. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(7), 96–104.
Santika, E. F. (2024). Tingkat penetrasi dan kontribusi internet Indonesia berdasarkan pulau (2024). Katadata.co.id. https://databoks.katadata.co.id/
Sari, W. P., & Pradana, W. D. (2024). The influence of work environment and work discipline on the performance of employees of PDAM Madiun Regency. Journal of Agriprecision & Social Impact, 1(2), 217–230. https://doi.org/10.62793/japsi.v1i2.29
Suhardoyo. (2023). Keputusan pembelian konsumen di toko online Blibli ditinjau dari brand image, celebrity endorser dan electronic word of mouth. Journal of Social Science Research, 3(4), 4852–4865. https://doi.org/10.31004/innovative.v3i4.3950
Tamara, A. N. (2021). Pengaruh brand awareness dan celebrity endorser terhadap kepercayaan serta dampaknya pada minat beli produk (Studi pada konsumen Madeenaa.id Annisa). Jurnal Indonesia Sosial Sains, 2(9), 1–21. http://jiss.publikasiindonesia.id/
Untari, D., & Fajariana, D. E. (2020). Strategi pemasaran melalui media sosial Instagram. Jurnal Sekretari dan Manajemen, 2(2), 271–278.
Utami, M. A. T., & Astuti, M. E. (2023). Pengaruh brand image dan sertifikasi halal terhadap minat beli Mixue di Daerah Istimewa Yogyakarta. Upajiwa Dewantara, 7(2).
Viyani, A. O., Mudiparwanto, W. A., & Siraj, S. A. B. (2023). Mengeksplorasi legitimasi atau adopsi NFT (non-fungible token) pada pelaku ekonomi di Indonesia dengan menggunakan metode ZMET (Zaltman metaphor elicitation technique). Strata Business Review, 1(2), 231–236. https://doi.org/10.59631/sbr.v1i2.101
Witawan, S. W., & Setiawan, P. Y. (2023). The role of customer satisfaction in mediating promotion brand image on intention to reuse (Study of Bukalapak users in Denpasar City). Scientists: International Conference on Scientific Studies, 2, 20–30.
