PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE RICHEESE NABATI YANG DIBELI SECARA ONLINE DI KOTA BANDUNG

Sinta Nursilawati; Hariyadi Triwahyu Putra

Authors

Sinta Nursilawati Universitas Jenderal Achmad Yani
Hariyadi Triwahyu Putra Universitas Jenderal Achmad Yani

Keywords:

brand image, celebrity endorser, electronic word of mouth, repurchase intention

Abstract

This study aims to understand the impact of celebrity endorsers and electronic word of mouth on repurchase intention which is mediated by the Richeese Nabati brand image purchased online in Bandung City. The population in the study consists of millennial generation and generation Z individuals aged 17-30 years who have purchased Richeese Nabati products. The number of samples in this study amounted to 120 people. The research instrument has passed various test stages, namely validity test, reliability test, descriptive analysis, classical assumption test and multiple regression test. Research using SPSS version 25 software which is an analytical tool for testing data instruments and using a sobel calculator to conduct the sobel test. Brand Image is able to mediate the impact of celebrity endorsers and electronic word of mouth on repurchase intention.

Downloads

Download data is not yet available.

References

Amanah, A. D., Pujianto, A., & Andayani, S. (2022). Pengaruh Brand Ambassador, Digital Marketing Dan Merchandise Terhadap Keputusan Pembelian Lemonilo Pada Nctzen Indonesia. Seminar Nasional Hasil Skripsi, 1(01), 246–249. https://conference.untag-sby.ac.id/index.php/snhs/article/download/895/378

Andini, P. N., & Lestari, M. T. (2021). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Pengguna Aplikasi Tokopedia. E-Proceeding of Management, 8(2), 2074–2082.

Apritama, N. A., & Susila, I. (2023). Analisis Pengaruh Brand Image, Customer Service, Dan E-Wom Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Media Wahana Ekonomika, 20(1), 135–150. https://doi.org/https://doi.org/10.31851/jmwe.v20i1.11278

Avianti, P., & Aminah, S. (2023). The Influence Of Electronic Word Of Mouth (E-Wom) And Brand Image On Purchase Intention In Lazada E-Commerce. Formosa Journal Of Sustainable Research, 7(1). https://doi.org/10.55927/fjsr.v2i4.3923

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2

Dataindonesia.id. (2023). Industri Makanan dan Minuman Tumbuh 4,62% pada Kuartal II/2023. https://dataindonesia.id/industri-perdagangan/detail/industri-makanan-dan-minuman-tumbuh-462-pada-kuartal-ii2023

Devanagiri, D. G. A. W. A., & Rastini, N. M. (2022). Peran Brand Image Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention (Studi Pada Konsumen Kopi Janji Jiwa Di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 11(11), 1873. https://doi.org/10.24843/ejmunud.2022.v11.i11.p02

Djkn.kemenkeu.go.id. (2022). Memanfaatkan E-Commerce Dengan Benar. https://www.djkn.kemenkeu.go.id/artikel/baca/15814/Memanfaatkan-E-Commerce-Dengan-Benar.html

Ering, G. A. a. (2019). Pengaruh Diferensiasi Produk, Kualitas Pelayanan Dan Customer Relationship Management (CRM) Terhadap Kepuasan Pelanggan (Studi Kasus Pada PT. Pinus Merah Abadi Nabati Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(2), 2161–2170.

Farahan, F. O., & Lestari, W. D. (2023). Pengaruh Bauran Pemasaran Dan Citra Merek Terhadap Niat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Produk Mie Gacoan Di Kota Surakarta). Jurnal Ilmiah Wahana Pendidikan, 9(16), 1–23.

Febrianda Melzica, N. P. D., & Wardana, I. M. (2022). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Repurchase Intention. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11(09), 1084. https://doi.org/10.24843/eeb.2022.v11.i09.p06

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27, 5–23. https://doi.org/10.24843/ejmunud.2022.v11.i03.p09

Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. www.ajhssr.com

Katadata.co.id. (2023). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023. https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023

Kawilarang, C. G., Tumbuan, W. J. F. ., & Loindong, S. S. . (2022). Analisis Pengaruh Celebirty Endorsement, Beauty Vlogger dan Brand Image Terhadap Keputusan Pembelian pada Produk Skincare Lokal Somethinc. Jurnal EMBA, 10(4), 770–779.

Kotller, & Keller. (2012). Manajemen Pemasaran (Edisi 12). Erlangga.

Manda, N. A., & Setyoningtyas, W. P. (2021). Pengaruh Celebrity Endorsment Terhadap Repurchase Intention Dengan Brand Image Sebagai Variabel Intervening Pada Produk Luwak White Koffie ( Study Kasus Pada Mahasiswa Manajemen Universitas PGRI Adi Buana Surabaya ). Journal of Sustainability Business Research, 2(1), 251–260.

Mufashih, M., Maulana, A., & Shihab, M. S. (2022). Pengaruh Kualitas Produk, Electronic Word Of Mouth Dan Citra Merek Terhadap Repurchase Intention Di Kedai Coffee- To-Go Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Syntax Literate: Jurnal Ilmiah Indonesia, 7(10), 17216–17234. www.wearesocial.com

Percy, L., & Rossiter, J, R. (1987). Advertising and Promotion Management. McGraw-Hill.

Prapanca et al. (2023). Word of Mouth and a Celebrity Endorsement to Improve Repurchase Intention. Management, Business and Social Science (IJEMBIS) Peer-Reviewed-International Journal, 3(3), 616–623. https://cvodis.com/ijembis/index.php/ijembishttps://doi.org/10.59889/ijembis.v3i3.180https://cvodis.com/ijembis/index.php/ijembis/article/view/180

Prasetyo, A., & Abdullah, L. Z. (2023). Efek Promosi terhadap Minat Beli pada krupuk rambak “Dwi Joyo” melalui Variabel Mediasi Kesadaran Merek. Journal Economic Insights, 2(1), 19–27.

Sahanaya, V., & Madiawati, P. N. (2023). Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian melalui Brand Image pada Point Coffee Bandung. Jurnal EMT KITA, 7(3), 581–590. https://doi.org/10.35870/emt.v7i3.945

Sekaran, & Bougie. (2017). Metode Penelitian Bisnis (Edisi 6). Salemba Empat.

Setiawan, D., Welsa, H., & Nonik, K. N. (2021). Pengaruh Country Of Origin danElectronic Word Of Mouth TerhadapPurchase Intention dengan Brand ImageSebagai Variabel Intervening. MANDAR: Management Development and Applied Research Journal, 4(1), 1–10.

Tabroni, O., & Susnita, T. A. (2022). Pengaruh Kualitas Produk Dan Harga Richeese Wafer 75 Gram Terhadap Keputusan Pembelian Konsumen Nabati. Journal of Manajement Research and Innovation, 1, 7–19.

TopBrandIndex. (2023). No Title.

Widyasari, K. A., & Suparna, G. (2022). The Role of Brand Image in Mediating the Effect of Celebrity Endorsers on Repurchase Intention. European Journal of Business and Management Research, 7(3), 179–183. https://doi.org/10.24018/ejbmr.2022.7.3.1441

Yusra, A., & Asnur, L. (2022). Pengaruh Service Quality Terhadap Repurchase Intention Konsumen di Cafe Kedai Kebun Dharmasraya. Jurnal Pendidikan Tambusai, 6, 15083–15089. https://www.jptam.org/index.php/jptam/article/view/4790%0Ahttps://www.jptam.org/index.php/jptam/article/download/4790/4064

Yusuf, D. A., Tumbel, A. L., & Woran, D. (2022). Pengaruh Kualitas Produk Dan Brand Ambassador Kpop Nct Dream Terhadap Keputusan Pembelian Pada Produk Mie Lemonilo Di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 965. https://doi.org/10.35794/emba.v10i3.43526

Zharfan, A. A., & W, N. I. K. (2023). Brand Image: As a Mediating Variable in the Relationship between E-WOM and Repurchase Intention of Teh Botol Sosro Products. Indonesian Journal of Business Analytics, 3(3), 589–606. https://doi.org/10.55927/ijba.v3i3.4817