Improving Purchase Intention Through Celebrity Endorsement, Social Media Advertising, and Customer Experience With Brand Image as a Moderation

Luqman Ikhsanudin  Wibisana; Miswanto Miswanto; Maria Alda Saores  Gusmao

doi:10.55927/ijbae.v3i2.8468

Authors

Luqman Ikhsanudin Wibisana STIE YKPN School of Business (STIE YKPN) Yogyakarta
Miswanto Miswanto STIE YKPN School of Business (STIE YKPN) Yogyakarta
Maria Alda Saores Gusmao Faculty of Economics, Universidade Dili (UNDIL)

DOI:

https://doi.org/10.55927/ijbae.v3i2.8468

Keywords:

Brand Image, Celebrity Endorsement, Social Media Advertising, Customer Experience

Abstract

This study examines the effect of celebrity endorsement, social media advertising, and customer experience on purchase intention, with brand image as moderation. This research focuses on a case study of the McD BTS Meal product, the result of a collaboration between the McDonald brand and the South Korean boyband, Bangtan Boys or BTS. Two hundred ten respondents filled out the questionnaire, but only 184 respondents were eligible to be processed for data testing. The respondents are in Indonesia. The data processing used the WarpPLS version 7 program, and the validity and reliability tests used the SPSS version 26 program. The research findings show the following. First, celebrity endorsement, social media advertising, and customer experience positively influence purchase intention. Second, brand image cannot moderate the influence of social media advertising and customer experience on purchase intention. Third, brand image moderates the effect of celebrity endorsement on purchase intention.

Downloads

Download data is not yet available.

References

Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The Effect of Celebrity Endorsement on Customer Purchase Intention: A Comparative Study. Current Economics and Management Research, 4(1), 1–10.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179–211. https://doi.org/10.1080/10410236.2018.1493416

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(June), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001

Albarracín, D., Fishbein, M., Johnson, B. T., & Muellerleile, P. A. (2001). Theories of reasoned action and planned behavior as models of condom use: A meta-analysis. Psychological Bulletin, 127(1), 142–161. https://doi.org/10.1037/0033-2909.127.1.142

Anisah, T. N., & Miswanto, M. (2021a). Perceived intrusiveness, consumer attention, and intent to purchase: The moderating effect of celebrity preferences. Sebelas Maret Business Review, 6(2), 121. https://doi.org/10.20961/smbr.v6i2.57401

Anisah, T. N., & Miswanto, M. (2021b). The Moderating Effect Of Celebrity Preferences And Hedonism Personality On The Relationship Of Perceived Instrusiveness, Consumer Attention And Purchase Intention. Jurnal Ilmiah Manajemen Dan Bisnis, 7(3), 324. https://doi.org/10.22441/jimb.v7i3.13582

Apejoye, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. Journal of Mass Communication & Journalism, 03(03). https://doi.org/10.4172/2165-7912.1000152

Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the ACM, 42(12), 32–38. https://doi.org/10.1145/322796.322805

Boateng, H., & Okoe, A. F. (2015). Journal of Research in Interactive Marketing, (2015), 299-312, 9(4). Journal of Research in Interactive Marketing, 9(4), 299–312.

Boyer, K. K., & Hult, G. T. M. (2006). Customer behavioral intentions for online purchases: An examination of fulfillment method and customer experience level. Journal of Operations Management, 24(2), 124–147. https://doi.org/10.1016/j.jom.2005.04.002

Chan, K., Leung ng, yu, & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179. https://doi.org/10.1108/17473611311325564

Chen, N., & Yang, Y. (2021). The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services, 59(October), 102344. https://doi.org/10.1016/j.jretconser.2020.102344

Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158–174. https://doi.org/10.1080/20932685.2013.790709

Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 37–41. https://doi.org/10.2501/IJA-33-2-271-294

Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology and Marketing, 25(7), 568–586. https://doi.org/10.1002/mar.20225

Edwards, J. (2018). Harry helson’s adaptation-level theory, happiness treadmills, and behavioral economics. Journal of the History of Economic Thought, 40(1), 1–22. https://doi.org/10.1017/S1053837216001140

EMarketer. (2021). Top 10 Countries, Ranked by Average Daily Time Spent Using Social Media According to Urban Internet Users Worldwide, 2020 (hrs:mins) | Insider Intelligence. 2020(April), 2020–2021.

Escalas, J. E., & Bettman, J. R. (2017). Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging. Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/00913367.2016.1274925

Fataya, D., Subiyakto, H., Miswanto, M., Kusumasari, L., & Anggoro, R. (2023). The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs). Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia. https://doi.org/10.4108/eai.17-12-2022.2333238

Ghozali, I. (2011). Structural Equation Modeling Metode Alternatif Dengan Partial Least Square (PLS) (3rd ed.). Badan Penerbit Universitas Diponegoro.

Hamouda, M. (2017). Understanding social media advertising effect on consumers’ responses: an empirical investigation of tourism advertising on Facebook.

Hong, H., Ryu, S., Moon, C., 숙홍희, 민류성, & 문철우. (2007). Relationship Between Usage Needs Satisfaction and Commitment to Apparel Brand Communities: Moderator Effect of Apparel Brand Image. Journal of Global Academy of Marketing Science, 17, 51–89.

Igbaria, M., Guimaraes, T., & Davis, G. B. (2015). Testing the Determinants of Microcomputer Usage via a Structural Equation Model Testing the Determinants of Microcomputer Usage via a Structural Equation Model. 1222(December). https://doi.org/10.1080/07421222.1995.11518061

Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569–586. https://doi.org/10.1002/mar.4220110605

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530

Kennedy, A., Baxter, S. M., & Ilicic, J. (2019). Celebrity versus film persona endorsements: Examining the effect of celebrity transgressions on consumer judgments. Psychology and Marketing, 36(2), 102–112. https://doi.org/10.1002/mar.21161

Kominfo. (2020). Dirjen PPI: Survei Penetrasi Pengguna Internet di Indonesia Bagian Penting dari Transformasi Digital. 6–7.

Kotler, P. (2007). Manajemen Pemasaran Jilid 1. PT. Indeks.

Madlberger, M., & Kraemmer, L. (2019). Social media advertising: The role of the social media platform and the advertised brand in attitude formation and purchase intention. WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies, Webist, 100–109. https://doi.org/10.5220/0008163801000109

Maitlo, M. Z., Jugwani, N., & Gilal, R. G. (2017). The Model of Customer Experience and Purchase Intention in Online Environment. Sukkur IBA Journal of Management and Business, 4(1), 1. https://doi.org/10.30537/sijmb.v4i1.101

McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217

Mir, I. A. (2012). Consumer Attitudinal Insights about Social Media Advertising : A South Asian Perspective. 45, 265–288.

Mukherjee, D. (2011). Impact of Celebrity Endorsements on Brand Image. SSRN Electronic Journal, August. https://doi.org/10.2139/ssrn.1444814

Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. Journal of Services Marketing, 24(3), 196–208. https://doi.org/10.1108/08876041011040604

Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162. https://doi.org/10.1504/IJBIS.2018.091861

Patmawati, D., & Miswanto, M. (2022). The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator. International Journal of Entrepreneurship and Business Management, 1(2), 170–183. https://doi.org/10.54099/ijebm.v1i2.374

Permatasari, A., & Laydi, F. (2018). The effects of social media advertising on consumer purchase intention: a case study of Indonesian family start-up enterprises. International Journal of Technology Transfer and Commercialisation, 16(2), 159. https://doi.org/10.1504/ijttc.2018.10018594

Prajogo, W., & Purwanto, E. (2020). The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(1), 19. https://doi.org/10.31106/jema.v17i1.5298

Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004

Rezvani, S., Dehkordi, G. J., Rahman, M. S., Fouladivanda, F., Habibi, M., & Eghtebasi, S. (2012). A conceptual study on the country of origin effect on consumer purchase intention. Asian Social Science, 8(12), 205–215. https://doi.org/10.5539/ass.v8n12p205

Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58(4), 28. https://doi.org/10.2307/1251914

Rohman, I. Z. (2019). Pengaruh Word of Mouth Dan Brand Image Terhadap Perception of Product Quality Serta Dampaknya Pada Purchase Intention Bakpia Pathok Di Yogyakarta. Jurnal Perilaku Dan Strategi Bisnis, 7(1), 1. https://doi.org/10.26486/jpsb.v7i1.556

Sawaftah, D. A., Çalıcıoğlu, C., & Awadallah, R. I. (2020). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management Science Letters, 10(6), 1307–1320. https://doi.org/10.5267/j.msl.2019.11.027

Sebayang, R. (2021). Di Tengah Pandemi , Penggunaan Teknologi Meningkat Pesat. 1–2.

Sundbo, J., & Darmer, P. (2008). Creating Experiences In The Experience Economy (Services, Economy and Innovation).

Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3), 177–188. https://doi.org/10.1080/08911762.2010.487419

Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Journal of Food Science, 5(3), 307–321. https://doi.org/10.1111/j.1365-2621.1940.tb17194.x