PENGARUH CELEBRITY ENDORSER DI MEDIA SOSIAL (INSTAGRAM) TERHADAP BRAND EQUITY YANG BERDAMPAK PADA MINAT PEMBELIAN MOBIL HONDA
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celebrity endorser credibility, firm-created social media communication, user-generated social media communication, brand credibility, brand equity, purchase intention
Abstract
Abstrak Penelitian ini merupakan penelitian yang dilakukan dengan tujuan untuk mengetahui hubungan dan pengaruh dari celebrity endorser credibility, firmcreated social media communication dan user-generated social media communication terhadap brand credibility, brand equity dan purchase intention pada mobil Honda. Penelitian ini merupakan hasil dari penggabungan dua jurnal utama yang berjudul “Celebrity Endorsement, Brand Credibility and Brand Equity” karangan Spry et al. (2011) yang merupakan terbitan dari The University of Melbourne, Australia dan jurnal yang berjudul “Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?” karangan Bruhn et al. (2012) yang merupakan terbitan dari University of Basel, Switzerland. Untuk menguji model yang diajukan, digunakan merek mobil Honda. Proses pengumpulan data responden dilakukan dengan menyebarkan kuesioner secara online di media sosial kepada masyarakat yang memiliki pengalaman dan atau informasi yang cukup mengenai mobil Honda yang memiliki dan menggunakan media sosial Instagram. Jumlah sampel yang digunakan adalah sebanyak 235 sampel. Metode pengolahan data yang dipergunakan adalah Model Persamaan Struktural dengan bantuan program Lisrel 8.70. Temuan yang diperoleh dari penelitian ini memperkuat hasil penelitian sebelumnya yang menunjukkan bahwa celebrity endorser credibility berpengaruh positif pada brand credibility dan juga pada brand equity, firm-created social media communication berpengaruh positif pada brand equity. Sedangkan user-generated social media communication tidak berpengaruh terhadap brand equity. Baik brand credibility dan brand equity menunjukkan pengaruh positif terhadap purchase intention pada mobil Honda.
Kata Kunci: celebrity endorser credibility, firm-created social media communication, user-generated social media communication, brand credibility , brand equity, purchase intention.
Abstract This study aims to determine the relationship and influence of celebrity endorser credibility, firm-created social media communication and user-generated social media communication through brand credibility , brand equity and purchase intention on Honda. This study is the result of a merger of two major journals entitled “Celebrity Endorsement, Brand Credibility and Brand Equity” by Spry et al. (2011) and “Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?” by Bruhn et al. (2012) using a quantitative approach. To test the model, used Honda car brand. This study was conducted by distributing online questionnaire on social media to people who have experience or have enough information about Honda and using social media Instagram. The number of samples used in this study were as many as 235 samples. For Processing the data used Structural Equation Modelling method with the help of statistic software Lisrel 8.70. The result and finding in this study indicate that celebrity endorser credibility had a positive impact on brand credibility and brand equity, firmcreated social media communication had a positive impact on brand equity. In addition, user-generated social media communication had no effect on brand equity. Both brand credibility and brand equity showed a positive impact on purchase intention.
Keywords: celebrity endorser credibility, firm-created social media communication, user-generated social media communication, brand credibility , brand equity, purchase intention.
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Gangadharbatla, H. 2008. “Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes Toward Social Networking Sites. Journal of Interactive Advertisingno. 806: 3–28.
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Hellier, P.K., Geursen, G.M. & Carr, R.A. 2003, “Customer repurchase intention: a general structural equation model”. European Journal of Marketing, Vol. 37, pp. 1762-800.
Hoffner, C., & Cantor, J. 1991. “Perceiving And Responding To Mass Media Characters. In J. Bryant, & D. Zillman (Eds.)”. Responding to the screen: Reception and reaction process. pp. 63–102.
Hoy, M. G., & Milne, G. 2010. “Gender differences in privacy-related measures for young adult Facebook users”. Journal of Interactive Advertising, 10(2), 28–45.
Jatto, Oluwafunmito. 2014. “Consumer Attitude towards Celebrity Endorsements on Social Media”. Dublin Business School MBA in Marketing.
Kaplan, A.M., & M. Haenlein. 2010. “Users of the World, Unite! The Challenges and Opportunities of Social Media”. Business Horizons 53. no. 1 (January): 59–68.
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Keller, K.L. 2003. “Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd ed”. Prentice Hall, Englewood Cliffs, NJ.
Keller, K.L. 2005. “Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity”, Marketing Management, Vol. 14 No. 5, pp. 19-23.
Kim J. O. & Jin B.H. 2001. “Korean consumers’ patronage of discount stores: Domestic vs. multinational discount stored shoppers’ profile”. Journal of Consumer Marketing, Vol. 18(3). pp. 236-255.
Kotler, Philip, Kevin Lane Keller. 2012. “Marketing Management”, 14th Edition United States of America : Pearson
Kozinets, R.V., de Valck, K., Wojnicki, A.C. & Wilner, S.J.S. 2010. “Networked narratives: understanding word-of-mouth marketing in online communities”, Journal of Marketing, Vol. 74 No. 3, pp. 71-89.
Krishnamurthy, S., & W. Dou. 2008. Advertising with User-Generated Content: A Framework and Research Agenda. Journal of Interactive Advertising 8, no. 2: 1–4.
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Leung, X.Y., Bai, B. & Stahura, K.A. 2015, “The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter”. Journal of Hospitality & Tourism Research, Vol. 39 No. 2, pp. 147-169.
Li, C., & J. Bernoff. 2011. Groundswell: “Winning in a World Transformed by Social Technologies”. Boston M.A.: Harvard Business Review Press.
Ling, E.S. 2013. “The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity”. Asian Social Science, Vol. 9 No. 3, pp. 125-134.
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Published
2017-09-01
Section
Bidang Magister Manajemen (MM)
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