PERAN ENDORSER TERHADAP BRAND ATTITUDE DAN PERILAKU PEMBELIAN ONLINE: STUDI KASUS UMKM DI KOTA RANTEPAO, TORAJA UTARA, SULAWESI SELATAN
Article Sidebar
Main Article Content
Abstract
Promotions carried out by an endorser through social media such as Instagram
are not only used by large companies in their marketing activities, but can also
be used to market products from local MSME brands to increase product sales
online. Based on the stimulus-organism-response (SOR) paradigm, this study
will examine the role of endorsers in brand marketing and online buying
behavior in the context of MSMEs in the Rantepao City area, North Toraja,
South Sulawesi. Based on the number of variables and indicators used in this
study, a representative sample approach was used in sampling, so the number
was 80 to 160 respondents. Purposive sampling technique which is part of the
non-probability sampling technique will be used to determine the respondents
who are the sample. During the study, a set of questionnaires with 5 Likert scale
answer choices will be given to the target respondents as the primary data
source. After the research data is obtained, the data will then be analyzed for
validity and reliability tests. After the data is found to be valid and reliable, the
partial least squares (PLS) analysis method will be used to test the proposed
hypothesis. Statistical analysis carried out includes: evaluation of the outer and
inner models. The expected results and outputs in this study are to produce
references for MSME business actors in carrying out business activities that use
endorsers as a way to strengthen brand attitudes when consumers make online
purchasing decisions. The results of this study are at TKT 2. The results obtained
from this research will be published in the Accredited National Journal: Journal
of Business Economics, State University of Malang Accredited Sinta 4 with pISSN: 0853-7283 and e-ISSN: 2528-0503 as Mandatory Outcomes. accepted and
Sinta 3 Accredited Petra Christian University Marketing Management Journal
with p-ISSN: 1907235X and e-ISSN: 1907235X as additional outputs submitted.
And the 2021 National Seminar on Management and Business Economics
(SNMEB) as Additional Outcomes.
Article Details
References
Mehrabian, A., & Russell, J.A. (1974). An Approach to Environmental Psychology.
Cambridge: MIT Press.
Park, M., & Lennon, S.J. (2009). Brand Name and Promotion in Online Shopping
Contexts. Journal of Fashion Marketing and Management, 13(2), 149-160.
Lee, S.H., & Cotte, J. (2009). Post-Purchase Consumer Regret: Conceptualization and
Development of the PPCR Scale. Advance in Consumer Research, 36, 456-462.
Peng, C., & Kim, Y.G. (2014). Application of the Stimuli-Organism-Response (S-O-R)
Framework to Online Shopping Behavior. Journal of Internet Commerce, 13(3-
, 159-176.
O’Cass, A. (2004). Fashion Clothing Consumption: Antecedents and Consequences of
fashion Clothing Involvement. European Journal of Marketing, 38(7), 869-82.
Fikri, A., Nurmalina, R., Najib, M., & Simanjuntak, M. (2019). The Determinants of
Online Vegetables/Fruits Repurchase Intention: Stimulus-Organism-Response Model and Theory of Planned Behaviour. European Scientific Journal, 15(10),
-167.
Colliander, J., & Marder, B. (2018). ‘Snap Happy’ Brands: Increasing Publicity
Effectiveness through a Snapshot Aesthetic when Marketing a Brand on
Instagram. Computers in Human Behavior, 78, 34-43.
Handayani, D., Hadi, R.D., Isbaniah, F., Burhan, E., & Agustin, H. (2020). Penyakit
Virus Corona 2019. Jurnal Respirologi Indonesia, 40(2), 119-129.
Yunus, N.R., & Rezki, A. (2020). Kebijakan Pemberlakuan Lockdown Sebagai
Antisipasi Penyebaran Corona Virus Covid-19. SALAM-Jurnal Sosial &
Budaya Syar-i, 7(3), 227-238.
Kusuma, D.F., & Sugandi, M.S. (2018). Strategi Pemanfaatan Instagram sebagai Media
Komunikasi Pemasaran Digital yang Dilakukan oleh Dino Donuts. Jurnal
Manajemen Komunikasi, 3(1), 18-33.
Badan Pusat Statistik. (2019). Statistik E-Commerce 2019. Jakarta: BPS.
Hung, K.P., Huiling Chen, A, Peng, N., Hackley, C., Tiwsakul, R.A., & Chou, C.L.
(2011). Antecedents of Luxury Brand Purchase Intention. Journal of Product and
Brand Management. 20, 457-467.
Khairani, Z., Soviyant, E., & Aznuriyandi. (2018). Efektivitas Promosi Melalui
Instagram pada UMKM Sektor Makanan dan Minuman di Kota Pekanbaru.
Jurnal Benefita, 3(2), 239-247.
Publikasionline.co. (2019). Dispar SulSel Boyong Selebgram dan Vlogger Mediakan
TIF 2019. Diakses dari: https://www.publikasionline.id/2019/07/22/disparsulsel-boyong-selebgram-dan-vlogger-mediakan-tif-2019/, tanggal 20 Oktober
Cuomo, M.T., Foroudi, P., Tortora, D., Hussain, S., & Melewar, T.C. (2019). Celebrity
Endorsement and the Attitude Towards Luxury Brands for Sustainable
Consumption. Sustainability, 11(6791), 1-22.
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in Advertising: Looking for
Congruence or Likability?. Psychology & Marketing, 29(9), 651-662.
Escalas, J. E., & Bettman, J. R. (2009). Connecting with Celebrities: Celebrity
Endorsement, Brand Meaning, and Self-Brand Connections. Journal of
Marketing Research, 13(3), 339-348.
Jin, S.V., & Ryu, E. (2020). “I’ll Buy What She’s #wearing”: The Roles of Envy toward
and Parasocial Interaction with Influencers in Instagram Celebrity-Based Brand
Endorsement and Social Commerce. Journal of Retailing and Consumer
Services, 55, 1-15.
Hardilawati, W.L., Binangkit, I.D., & Perdana, R. (2019). Endorsement: Media
Pemasaran Masa Kini. JIM-UPB, 7(1), 88-98.
Chen, C., & Yao, J. (2018). What Drives Impulse Buying Behaviors in a Mobile
Auction? The Perspective of the Stimulus-Organism-Response Model.
Telematics and Informatics, 35(5), 1249-1262.
Kim, A.J., & Johnson, K.K.P. (2016). Power of Consumers Using Social Media:
Examining the Influences of Brand-Related User-Generated Content on
Facebook. Computers in Human Behavior, 58, 98-108.
Huang, M. (2016). Designing Website Attributes to Induce Experiential Encounters.
Computers in Human Behavior, 19(4), 425-442.
Tanjung, S., & Hudrasyah, H. (2016). The Impact of Celebrity and Non-Celebrity
Celebrity credibility in the Advertisement on Attitude Towards Advertisement, Attitude Towards Brand, and Purchase Intention. International Conference on
Ethics of Business, Economics, and Social Science, 231-245.
Singh, R.P., & Banerjee, N. (2018). Exploring the Influence of Celebrity Credibility on
Brand Attitude, Advertisement Attitude and Purchase Intention. Global Business
Review, 19(6), 1622-1639.
Shimp, A.T. (2013). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi.
Jakarta: Salemba Empat.
Evans, J., & Hesmondhalgh, D. (2017). Understanding Media: Inside Celebrity.
London: Open University Press.
Schiffman, G.L., & Kanuk, L.L. (2008). Perilaku Konsumen. Jakarta: Indeks.
Shrivastava, A., Jain, G., Kamble, S.S., & Belhadi, A. (2021). Journal of Cleaner
Production, 278, 1-10.
Setiadi, N.J. (2010). Perilaku Konsumen. Jakarta: Kencana.
Vidyanata, D., Sunaryo., & Hadiwidjojo, D. (2018). The Role of Brand Attitude and
Brand Credibility as a Mediator of The Celebrity Endorsement Strategy to
Generate Purchase Intention. Journal of Applied Management, 16(3), 402-411.
Mansour, I.H.F., & Diab, D.M.E. (2016). The Relationship Between Celebrities’
Credibility and Advertising Effectiveness: The Mediation Role of Religiosity.
Journal of Islamic Marketing, 7(2), 148-166..
Handriana, T., & Wisandiko, W.R. (2017). Consumer Attitudes Toward Advertisement
and Brand, Based on the Number of Endorsers and Product Involvement: An
Experimental Study. Gadjah Mada International Journal of Business, 19(3), 289-
Said, N.P., & Napi, W.N.W. (2015). Celebrity and Non-Celebrity Endorsement
Effectiveness on Consumers’ Attitude Towards Advertisement. International
Academic Research Journal of Business and Technology, 1(2), 51-57.
Rachmat, D.O.N., Ariyanti, M., & Zuliestiana, D.A. (2016). Pengaruh Celebrity
Endorser Di Media Sosial Instagram Dalam Promosi Produk Hijab Terhadap
Minat Beli Konsumen (studi Kasus Pada Akun Instagram @zahratuljannah dan
@joyagh). eProceedings of Management, 3(3), 2858- 2865.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting
on Customers Purchase Intention–Case Study: the Agencies of Bono Brand Tile
in Tehran. Journal of Multidisciplinary Engineering Science and Technology,
(1), 267-273.
Kim, A.J., & Johnson, K.K.P. (2016). Power of Consumers Using Social Media:
Examining the Influences of Brand-Related User-Generated Content on
Facebook. Computers in Human Behavior, 58, 98-108.
Islam, J.U., & Rahman, Z. (2017). The Impact of Online Brand Community
Characteristics on Customer Engagement: An Application of StimulusOrganism-Response Paradigm. Telematics and Informatics, 34, 96-109.
Kamboj, S. Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining Branding CoCreation in Brand Communities on Social Media: Applying the Paradigm of
Stimulus-Organism-Response. International Journal of Information
Management, 39, 169-185.
Ilicic, J., Kulczynski, A. & Baxter, S.M. (2018), How a Smile Can Make a Difference:
Enhancing the Persuasive Appeal of Celebrity Endorsers: Boosting Consumer
Perceptions of Celebrity Genuineness Through the Use of a ‘Duchenne Smile’ in
Advertising. Journal of Advertising Research, 58(1), 51-64
Felbert, A.V., & Breuer, C. (2020). How the Type of Sports-Related Endorser
Influences Consumers’ Purchase Intentions. International Journal of Sports
Marketing and Sponsorship, 1-20.
Yin, C.Y., Bi, N., Poon, P., & Sun, Y. (2020). Sexy or Smart? The Impact of Endorser
Ethnicity and Portrayal on Chinese Women’s Attitudes Toward Luxury
Advertising. Asia Pacific Journal of Marketing and Logistics, 32(2), 406-427.
Wiedmann, K.L., & Mettenheim, W.V. (2020). Attractiveness, Trustworthiness and
Expertise–Social Influencers’ Winning Formula?. Journal of Product & Brand
Management, 1-19.
Phua, J., Jin S.V., & Kim, J. (2020). Pro-veganism on Instagram: Effects of UserGenerated Content (UGC) Types and Content Generator Types in InstagramBased Health Marketing Communication about Veganism. Online Information
Review, 44(3), 685-704.
Roy, S., & Pansari, A. (2014). Owner or Endorser: Investigating the Effectiveness of
Celebrity Owners of Sports Teams as Endorsers. International Journal of Sports
Marketing & Sponsorship, 15(2), 12-29.
Gilal, N.G., Gilal, F.G., Zhang, J., Gilal, R.G., Gong, Z., & Gilal, W.G. (2020). The
Role of Endorsers in Bringing Defunct Brands Back to Life: Theory and
Evidence. Journal of Product & Brand Management, 1-20.
Taillon, B.J., Mueller, S.M., Kowalczyk, C.M., & Jones, D.N. (2020). Understanding
the Relationships Between Social Media Influencers and Their Followers: The
Moderating Role of Closeness. Journal of Product & Brand Management, 1-16.
Sugiyono. (2014). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung:
Alfabeta.
Munukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a Peer Endorser and
Advertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
Hair et al.. (2006). Multivariate Data Analysis Pearson International Edition. New
Jersey: Hawkin.
Widardjono, A. (2015). Analisis Multivariat Terapan. Yogyakarta: UPP STIM YKPN.