Analysis of Brand Ambassador, Country of Origin And Word of Mouth on Consumer Trust and Purchasing Decisions (Case Study on Non Member Consumers of Herbalife Nutrition Products)
DOI:
https://doi.org/10.31933/dijdbm.v4i3.1795Keywords:
Brand Ambassador, Country Of Origin, Word Of Mouth, Consumer Trust, Purchase DecisionAbstract
This study aims to analyze the exogenous variables of brand ambassador, country of origin as well as word of mouth in the endogenous variables namely consumer trust and purchasing decisions. The research object is consumers (non-members) of Herbalife Nutrition products. The type of research used is descriptive research and uses quantitative methods. The sample size is 185 respondents using a calculation based on five times the number of indicators. The data analysis method uses the Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study show that the variables brand ambassador, country of origin, as well as word of mouth have a significant positive influence on consumer confidence and purchasing decisions. Managerial implications in research is to increase consumer confidence and purchasing decisions.
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Riyadi, S., & Nurmahdi, A. (2022). The Effect of Destination Image, Electronic Word Of Mouth and Service Quality on Visiting Decisions and Their Impact on Revisit Interest. Journal of Social Research, Science, Economics, and Management, 1(9), 1244-1263.
Yudhistira, Vega, and Finisica Dwijayati Patrikha. "The Influence of Sales Promotion and Brand Ambassadors on Purchasing Decisions with Trust as a Mediator Variable (Study on Online Fashion Products in Surabaya)." Journal of Commerce Education (Jptn) 9.2 (2021): 1237-1243.
Digdowiseiso, Kumba, Rahayu Lestari, and Beladdina An'nisa. "The Effects of Brand ambassador, Digital Marketing, and Instagram Use on Brand Trust: A Case Study of Scarlett Whitening Product." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 4.4 (2021): 12027-12033.
Susanti, NF, & Wulandari, R. How Does The Electronic Word Of Mouth (Ewom) Build Brand Trust In Increasing Buying Interest During The Covid-19 Pandemic?.
PUSTAP, ESS & Wulandari R (2020). Analysis of Online Consumer Reviews and Online Consumer Ratings to Consumer Trust and Purchase Decisions on E-Commerce Jakmall.ComInternational Journal of Innovative Science and Research Technology. Volume 5, Issue 2, February – 2020. ISSN No:-2456-2165
Cheung, MF, & To, WM (2020). The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation. Asia Pacific Journal of Marketing, 1355-5855.
Fadila, D., Wahab, Z., & Widiyanti, M. (2021). The Effect of Brand Image, Brand ambassador, and Product Quality on the Purchase Decision of Mustika Ratu Products (Study on Sriwijaya University Students). International Journal of Social Sciences, 4(1), 182-189. https://doi.org/10.31295/ijss.v4n1.1657.
Floh, A., Koller, M., & Zauner, A. (2013). The asymmetric effect of valence intensity on shopping behavior. Journal of Marketing Management, 29:5-6, 646-670, DOI: 10.1080/0267257X.2013.776620.
Gulliando, D., & Shihab, M. (2019). The Effect of Product Quality, Price and Promotion on the Purchase Decision of Telkomsel Service Products. International Journal of Innovative Science and Research Technology, 419-425.
Hajli, N., Lin, X., Featherman, M., & Wang, Y. (2014). Social Word Of Mouth: How Trust Develops in the Market. International Journal of Market Research September 2014, Vol. 56 Issue 5, DOI: 10.2501/IJMR-2014-000.
Krishnan, S., & LC Nene. (2018). Word Of Mouth Marketing Strategy. International Journal of Computer Applications, (0975 – 8887).
Lin, L.-Y., & Chen, C.-S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23/5 (2006), 248–265.
Michaelis, M., DM, Backhaus, C., & Ahlert, D. (2008). The effects of Country Of Origin and corporate reputation on initial trust. International Marketing Review, Vol. 25 No. 4, 2008, 404-422.
Nisa, C., & Pramesti, DA (2019). How to Do Effective Digital Marketing and Branding. 1st Borobudur International Symposium on Humanities, Economics, Advances in Social Science, Education and Humanities Research, volume 436, 365 - 367.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, YM (2020). The Effect of E-WOM, Brand Trust, and Brand ambassador on Purchase Decisions at Tokopedia Online Shopping Site. International Conference on Advanced Science and Technology (ICAST 2020), doi:10.1088/1757-899X/1071/1/012017.
Picaully, MR (2018). The Effect of Consumer Trust on Intention to Purchase Gadgets at Shopee Indonesia. Maranatha Management Journal, Volume 18, Number 1, November 2018,, pp 31-40.
Putra, IP, Hudayah, S., & Achmad, GN (2020). The Effect Of Customer Value And Customer Trust On Satisfaction And Customer Loyalty. International Journal of Economics, Business and Accounting Research (IJEBAR), Vol-4, Issue-2, 2020 (IJEBAR).
Wijaya, GL, & & Sulistyawati, E. (2018). The role of brand image mediates the influence of country of origin on purchasing decisions. Unud Management E-Journal, Vol. 7, No. 9, 2018: 4685-4712, 4685–4712
Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of bi-national product quality: An empirical model based on the concept of fit. The Journal of Consumer Marketing, 23:3, 145-155.
Daughter, Rizky Leonni. The Effect of Country of Origin Reputation on Trust in Buyers of Changhong Brand Electronic Products. Diss. Airlangga University, 2012.
Masdaner, Reynanta, and Poppy Ruliana. "Electronic Word Of Mouth And Brand Image In Interest To Buy Spotify Music App Service." Ganaya: Journal of Social Sciences and Humanities 4.2 (2021): 356-373.
Kotler, P., & Keller, KL (2017). Marketing Management, 13th Edition, Volume 1. Jakarta: Erlangga Publisher.
Agus, H. (2012). Marketing communications. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2019). Marketing Principles, Indonesian edition. Eighth edition, first volume. Jakarta: four salemba publishers (PT. Salemba Emban Patria).
Kotler, P., & Keller, KL (2016). Marketing management, 15 Global edn.
Purboyo, SH, Kusuma, GPE, Sudirman, A., Sangadji, SS, Wardhana, A., & Kartika, RD (2021). Consumer Behavior (Conceptual and Practical Review. Bandung: CV. Media Sains Indonesia.
Setiadi, NJ, & SE, M. (2019). Consumer Behavior: Contemporary Perspectives on Consumer Motives, Goals, and Desires Third Edition (Vol. 3). Prenada Media.
Setiadi, NJ, & SE, M. (2019). Consumer Behavior: Contemporary Perspectives on Consumer Motives, Goals, and Desires Third Edition (Vol. 3). Prenada Media.
Haryono, S., & Wardoyo, P. (2012). Structural equation modelling. Bekasi: PT Intermedia Personalia Utama.
https://www.republika.co.id/berita/qoyvnb383/company-mlm-jadi-penolong-di-masa-pandemi
https://industri.kontan.co.id/news/tumbuh-10-saban-bulan-industri-mlm-catat-penjualan-rp-14-triliundiaindonesia.com/eko/463980/untuk-bertahan-industri-mlm- must-use-digital-platform
https://finance.detik.com/NEWS-Economy-Business/d-5802749/ketua-mpr-sebut-industri-mlm-punya-peran-penting-gerak-economy.
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https://www.directsellingnews.com/global-100-lists/
https://www.topbrand-award.com/metodologi-survei/
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2023-04-30
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