The influence of social media marketing and celebrity endorsers on purchase intention with source credibility as a moderator variables
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Jun 22, 2023
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Abstract
This study aims to determine the influence of social media marketing and celebrity endorsers on purchase intention with source credibility as a moderator variable in Scarlett Whitening. This type of research is associative, that is, research to determine the relationship or influence between two or more variables using a linkert scale. The population of this study was Scarlett Whitening users with a sample of 170 respondents in the city of Medan, using the hair formula technique. Metode data analysis using SmartPLS 4, with descriptive analysis, Outer Model and Inner Model. The results of the study square of 0.692 on purchase intention so that it can be explained the influence of exogenous variables, namely social media marketing, celebrity endorsers simultaneously by 69.2% including strong and moderate. Based on the moderation test, Source credibility did not significantly moderate the influence of social media marketing on purchase intention with a moderation path coefficient of -0.080 with a statistical t value of 2,276 > 1.96 and P values of 0.131 > 0.05. Source credibility significantly moderates the influence of celebrity endorsers on purchase intention with a moderation path coefficient of 0.112 with a statistical t value of 1,120 > 1.96 and p values of 0.011 < 0.05.
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How to Cite
Br, H. S., Wan, S., & Hesti, S. (2023). The influence of social media marketing and celebrity endorsers on purchase intention with source credibility as a moderator variables . Enrichment : Journal of Management, 13(2), 995-1005. https://doi.org/10.35335/enrichment.v13i2.1357
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Sharon, F., Meilinda, L., Wijaya, S., Program, V. I., & Perhotelan, M. (n.d.). Pengaruh karakteristik celebrity Endorser Melalui Media Sosial Instagram Terhadap Minat Beli Konsumen Pada Restoran Dan Cafe Di Surabaya.
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Sugiyono. (2013). Metode penelitian Kuantitatitatif, Kualitatif dan R&D.
Anas, A. A., & Sudarwanto, T. (2020). Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Di Eiger Store Royal Plaza Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8. www.kapanlagi.com
Anggraini Neli, S. Vicky. F. (2021). Pengaruh Faktor Lingkungan dan Strategi pemasaran terhadap Kinerja Pemasaran Pada UMKM Di lamping Barat.
Asemah, E. S. (n.d.). Application of source credibility theory in political campaigns. https://www.researchgate.net/publication/359187621
Badan Pusat Statistik. (2021). Hasil Sensus Penduduk 2021. Demak.
Dedi Rianto Rahadi Zanial. (n.d.). Sosial Media Marketing Dalam Mewujudkan E-Marketing.
Elyzabeth, M., & Brandinie, M. (n.d.). Pengaruh Kredibilitas Celebrity Endorser Di Media sosial Instagram dan Kualitas Prroduk Terhadap Terhadap Minat Beli Scarlett Whitenig Di Jakarta. https://phlanx.com/engagement-calculator
Ghozali, I. (2016) Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Edisi 8. Semarang: Badan Penerbit Universitas Diponegoro.
Gustina Benowati, S., & Purba, T. (2020). Pengaruh Citra Merek Dan Electronic Word Of Mouth Terhadap Minat Beli Kosmetik Wardah Di Kota Batam (Vol. 01, Issue 02). http://trianglesains.makarioz.org
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review (Vol. 26, Issue 2, pp. 106–121). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128
Hanjani, A., 12prodi, W., Bisnis, A., Komunikasi, F., & Bisnis, D. (2019). Consumer Purchase Intention: The Effect of Green Brand and Green Knowledge on Indonesian Nestle Company Minat Beli Konsumen: Dampak Green Brand dan Green Knowledge pada Perusahaan Nestle Indonesia. In JURNAL SEKRETARIS & ADMINISTRASI BISNIS Journal homepage (Issue 1). http://jurnal.asmtb.ac.id/index.php/jsab
Ignacia, A. M. (2020). Analisis Pengaruh Celebrity Endorser Dan Brand Awarness Terhadap Keputusan Pembelian Produk Kecantikan Make over (Studi Kasus Pada Mahasiswi STIE Widya Gama Lumajang).
İletişim Dergisi Kadir CANÖZ, A., Kağan KAYA, K., Özlem ÇERÇİ, Ü., & Ey Başev, S. (2021). Yeni Dünya Sistemince Sosyal Medya Pazarlaması: Instagram’dan Organik Ürün Tercihi* Social Media Marketing in the New World System: Organic Product Preference from Instagram. https://doi.org/10.31123/akil
Kevin Putra Bawono, T., & Subagio, H. (n.d.). Analisa Pengaruh Social Media Marketing Terhadap Repurchase Intention Melalui Brand Trust Sebagai Variabel Mediasi Pada Instagram Adidas Indonesia Di Surabaya.
Lia Sutiani. (2022). 5 Brand Perawatan Wajah Terlaris di E-commerce Indonesia. Compas
Ma’ruf Abdullah. (2015). Metodologi Penelitian Kuantitatif.
Muhtarom abid, S. M. I. R. R. D. (2022). Analisis Citra Merek, harga, Kualitas Produk dan promosi Terhadap Keputusan pembelian DiMediasi Minat Beli.
Nina Karlita. (2021). 4 Brand Lokal Perawatan Wajah yang Paling Diminati. Compas.
Ninan, N., Chacko Roy, J., & Cheriyan, N. K. (2020). Influence of Social Media Marketing on the Purchase Intention of Gen Z Supply Chain Management View project Influence of Social Media Marketing on the Purchase Intention of Gen Z.International Journal of Advanced Science and Technology, 29(1), 1692–1702. https://www.researchgate.net/publication/339164968
Nurvidiana, R., Hidayat, K., & Abdillah, Y. (2015). Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Republica Cafe Malang Jalan Mt. Haryono Gg.XI Malang). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 22, Issue 2).
Oktafian, W. (n.d.-a). Pengaruh Kualitas Informasi Dan Kredibilitas Sumber Terhadap Niat Beli Pada Aplikasi Tokopedia DI Surabaya Dengan Sikap Konsumen Sebagai Pemediasi. https://firdausnetpreneur.com
Olanrewaju, A. S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. In International Journal of Information Management (Vol. 50, pp. 90–110). Elsevier Ltd. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Olotewo, J. (2016). Social Media Marketing In emerging Markets. International Journal of Online Marketing Research, 2(2), 10. https://doi.org/10.5455/ijomr.2016254411
Sekaran, U. & Bougie, R.J., (2016). Research Methods for Business: A skill Building Approach. 7th Edition, John Wiley & Sons Inc. New York, US.
Sharon, F., Meilinda, L., Wijaya, S., Program, V. I., & Perhotelan, M. (n.d.). Pengaruh karakteristik celebrity Endorser Melalui Media Sosial Instagram Terhadap Minat Beli Konsumen Pada Restoran Dan Cafe Di Surabaya.
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Sugiyono. (2013). Metode penelitian Kuantitatitatif, Kualitatif dan R&D.