MEASUREMENT MODEL: INTERESTS OF BUYING A SAMSUNG BRAND SMARTPHONE WITH CELEBRITY ENDORSER AS AN ANTESEDENT VARIABLES IN THE ERA OF COVID-19
DOI:
https://doi.org/10.31933/dijemss.v2i2.669Keywords:
Celebrity endorser, Price, Buying interestAbstract
The occurrence of the Covid-19 Pandemic around the world has had an impact on changing consumer patterns and behavior. This study aims to analyze the impact of price on the buying interest of Samsung smartphones with Celebrity endorsers as an antecedent variable. The sample in this study were 98 students of the Putra Indonesia University YPTK Padang. This study uses structural equation modeling (SEM) with SmartPLS 3 as an analysis tool. The results of the study found that celebrity endorser is a factor that influences price and buying interest. Meanwhile, the price does not influence buying interest, nor does it play a role in strengthening the influence of Celebrity endorsers on buying interest. For this reason, producers must improve the quality of competitive prices while also maintaining the use of celebrity endorsers in supporting the marketing of their products.
References
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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
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Japarianto, E., & Adelia, S. (2020). PENGARUH TAMPILAN WEB DAN HARGA TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI INTERVENING VARIABLE PADA E-COMMERCE SHOPEE. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/10.9744/pemasaran.14.1.35-43
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Jeng, Y. L., Wu, T. T., Huang, Y. M., Tan, Q., & Yang, S. J. H. (2010). The add-on impact of mobile applications in learning strategies: A review study. Educational Technology and Society, 13(3), 3–11.
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Lan, Y. J., Sung, Y. T., Tan, N. chun, Lin, C. P., & Chang, K. E. (2010). Mobile-device-supported problem-based computational estimation instruction for elementary school students. Educational Technology and Society, 13(3), 55–69.
Li, J. (2013). Factors affecting customer satisfaction and customer loyalty towards Belle Footwear Company in Lanzhou City, Gansu Province of the People’s Republic of China. Journal of Business and Management, 14(2), 41–48.
Limakrisna, N., & Supranto, J. (2007). Perilaku konsumen dan strategi pemasaran. Mitra Wacana Media.
Limakrisna, N., & Susilo, W. H. (2012). Manajemen Pemasaran Teori Dan Aplikasi Dalam Bisnis. In MANAJEMEN PEMASARAN Teori dan Aplikasi Dalam Bisnis.
Lin, C. Y., Chao, Y. C., & Tang, T. W. (2017). Why not be “smarter”? Examining the factors that influence the behavioral intentions of non-smartphone users. Industrial Management and Data Systems, 117(1), 32–49. https://doi.org/10.1108/IMDS-07-2015-0319
Madiawati, P. N., & Pradana, M. (2016). Celebrity and halal certificates factors influence on customers’ buying interest. Actual Problems of Economics, 177(3), 109–116.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.
Megayani, M., & Marlina, E. (2019). Pengaruh Celebrity Endorsement terhadap Purchase Intention melalui Brand Image sebagai Variabel Intervening. Jurnal Akuntansi Dan Manajemen, 16(01), 175–193. https://doi.org/10.36406/jam.v16i01.277
Mukherjee, D. (2011). Impact of Celebrity Endorsements on Brand Image. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1444814
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632.
Parmar, Y., Ghuman, M. K., & Mann, B. J. S. (2020). The Match-up Between Celebrity Associations and Product Type. Journal of Creative Communications, 15(1), 65–89.
PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PENGGUNA APLIKASI GOJEK (STUDI PADA PENGGUNA LAYANAN GO-RIDE DI KOTA MANADO). (2018). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4). https://doi.org/10.35794/emba.v6i4.21062
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Putra, R. B., Yeni, F., Fitri, H., & Hutapea, N. (2020). The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty. SENTRALISASI, 9(2), 108–119.
Rachmat, R. A. H., Hurriyati, R., & Sultan, M. A. (2019). Product Differentiation, Celebrity Endorsement and Purchase Intention: Case Study of Makuta Cake Bandung, West Java, Indonesia. Global Business and Management Research, 11(1), 275–283.
Rahmanullah, E S. (2018). Influence of product quality, price and supporting infrasturcture to perceived value and interest in buying of electric motorcycle. In MATEC Web of Conferences (Vol. 215). https://doi.org/10.1051/matecconf/201821502006
Rahmanullah, Edwin Sholeh, & Nurjanah, S. (2018). Influence of product quality, price and supporting infrasturcture to perceived value and interest in buying of electric motorcycle. MATEC Web of Conferences. https://doi.org/10.1051/matecconf/201821502006
Ramadhanu, A., Bayu Putra, R., Syahputra, H., Husna Arsyah, R., & Permata Sari, D. (2019). Learning Satisfaction Analysis of Online Learning Readiness with Learning Culture and Character Strength as Antecedent Variables. Journal of Physics: Conference Series, 1339(1). https://doi.org/10.1088/1742-6596/1339/1/012080
Rismawan, I., & Purnami, N. (2017). PERAN PRICE DISCOUNT MEMODERASI PENGARUH PRODUCT KNOWLEDGE DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION. E-Jurnal Manajemen.
Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843–862.
Sam, P., & Rajagiri, T. A. P. (2019). IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE A STUDY ON COSMETIC INDUSTRY. In International Journal in Management and Social Science (Vol. 6).
Sarah, S., Rachman, A., & Febrianti, T. (2019). PENGARUH FASHION LIFESTYLE, DESIGN, DAN SELEBRITY ENDORSER TERHADAP PURCHASE INTENTION. E-Jurnal STIE INABA, 18(03), 60–75.
Shoeb, A., & Khalid, A. (2014). Impact of Celebrity Endorsements on Brand. International Journal Of Scientific & Engineering Research, 5(12), 95–110.
Sopiyan, P., & gun Gumelar, G. (2019). PENGARUH BRAND EQUITY DAN COUNTRY OF ORIGIN TERHADAP MINAT BELI PRODUK SMARTPHONE SAMSUNG (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Majalengka). Jurnal Ilmiah Ekonomi Dan Keuangan Syariah, I, 19–35.
Tati, P. (2015). PENGARUH COUNTRY OF ORIGIN DAN GLOBAL BRAND IMAGE TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN (Survei pada Konsumen yang Membeli Smartphone Samsung Galaxy di Asia Tenggara). Jurnal Administrasi Bisnis S1 Universitas Brawijaya.
The appeal of celebrity endorsers and halal certificates on customers’ buying interest. (2015). Journal of Administrative and Business Studies, 1(1). https://doi.org/10.20474/jabs-1.1.5
THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE. (2013). Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(3). https://doi.org/10.35794/emba.v1i3.1887
Tjiptono, F. (2019). Perilaku Konsumen: Definisi, Domain, Determinan. Strategi Pemasaran Dalam Perspektif Perilaku Konsumen, 103.
Um, N.-H. (2018). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution. Journal of Marketing Communications, 24(7), 746–759.
Varghese, B. A. (2019). A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR TOWARDS APPAREL. INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT, 10, 13–17.
Zou, T. (2018). Online impulse buying behavior amongst undergraduate students in Tianjin, The People’s Republic of China. ABAC Journal, 38(2), 94–113.
???. (2017). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution.
Abirami, U., & Krishnan, J. (2015). Role of celebrity - Brand congruency in building brand image. International Journal of Economic Research, 12(1), 37–46.
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228
Andhika Putra, R., Ridwan, M., Melmusi, Z., Bayu Putra, R., & Hutari Mulyani, S. (2019). The Differences of Consumer Behaviors Towards Merantau Student and Local Student. KnE Social Sciences, 3(14), 41. https://doi.org/10.18502/kss.v3i14.4297
Andi, Suyono, Hafis, P. Al, & Hendri. (2020). PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK, DESAIN PRODUK TERHADAP MINAT BELI SMARTPHONE ASUS PADA MAHASISWA PELITA INDONESIA. Jurnal Ilmiah Manajemen, 8(1), 23–38.
Annisa, N. (2017). Pengaruh Country Of Origin Dan Brand Image Terhadap Minat Beli Pada Produk Smartphone Samsung (Studi Pada PT Samsung Electronic Indonesia Cabang Pekanbaru). Jom Fisip, 4(2), 1–8.
Bayu Putra, R., Elfiswandi, Ridwan, M., Rizki Mulyani, S., Syahrullah Ekajaya, D., & Andhika Putra, R. (2019). Impact of Learning Motivation, Cognitive and Self-Efficacy in Improving Learning Quality E-Learning in Industrial Era 4.0. Journal of Physics: Conference Series, 1339(1). https://doi.org/10.1088/1742-6596/1339/1/012081
Brata, H. B., Husani, S., & Ali, H. (2017). The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4B), 433–445. https://doi.org/10.21276/sjbms
Cha, S. S., & Seo, B. K. (2018). Smartphone use and smartphone addiction in middle school students in Korea: Prevalence, social networking service, and game use. Health Psychology Open, 5(1). https://doi.org/10.1177/2055102918755046
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
Dharma, K. N. A., & Iskandar, D. (2017). Pengaruh Celebrity Endorser Jkt48 Terhadap Minat Beli Konsumen Im3 Play (studi Kasus Pada Pengunjung Teater Jkt48 Periode 21 Februari 2016). EProceedings of Management, 4(2), 1304–1311.
Firmansyah, R. O., Hamdani, R. A., & Kuswardhana, D. (2020). The use of smartphone on learning activities: Systematic review. IOP Conference Series: Materials Science and Engineering, 850(1). https://doi.org/10.1088/1757-899X/850/1/012006
Fitri, H., & Putra, R. B. (2019). the Impact of Learning Culture on Readiness To Online Learning Through Learning Satisfaction As Intervening Variable in the Industrial Era 4.0. Jurnal Apresiasi Ekonomi, 7(3), 309–316. https://doi.org/10.31846/jae.v7i3.248
Foster, B. (2019). The effect of product quality and price on buying interest with risk as intervening variables (study on Lazada.com site users). International Journal of Innovation, Creativity and Change, 9(12), 66–78. https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85079660201&origin=inward
Foster, Bob, & Johansyah, M. D. (2019). The effect of product quality and price on buying interest with risk as intervening variables (study on Lazada.com site users). International Journal of Innovation, Creativity and Change.
Goyal, A., Maity, M., Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers’ online purchase intention: An empirical study in India. Journal of Indian Business Research. https://doi.org/10.1108/17554191311303367
Japarianto, E., & Adelia, S. (2020). PENGARUH TAMPILAN WEB DAN HARGA TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI INTERVENING VARIABLE PADA E-COMMERCE SHOPEE. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/10.9744/pemasaran.14.1.35-43
Jatmika, M,. A, . S. (2017). Perikanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu. Jilid 1, Edisi 5, Jakarta: Erlangga, 2003., 5, 464.
Jeng, Y. L., Wu, T. T., Huang, Y. M., Tan, Q., & Yang, S. J. H. (2010). The add-on impact of mobile applications in learning strategies: A review study. Educational Technology and Society, 13(3), 3–11.
Kacetl, J., & Klímová, B. (2019). Use of smartphone applications in english language learning—A challenge for foreign language education. In Education Sciences (Vol. 9, Issue 3). https://doi.org/10.3390/educsci9030179
Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing | Pearson. In Pearson.
Lan, Y. J., Sung, Y. T., Tan, N. chun, Lin, C. P., & Chang, K. E. (2010). Mobile-device-supported problem-based computational estimation instruction for elementary school students. Educational Technology and Society, 13(3), 55–69.
Li, J. (2013). Factors affecting customer satisfaction and customer loyalty towards Belle Footwear Company in Lanzhou City, Gansu Province of the People’s Republic of China. Journal of Business and Management, 14(2), 41–48.
Limakrisna, N., & Supranto, J. (2007). Perilaku konsumen dan strategi pemasaran. Mitra Wacana Media.
Limakrisna, N., & Susilo, W. H. (2012). Manajemen Pemasaran Teori Dan Aplikasi Dalam Bisnis. In MANAJEMEN PEMASARAN Teori dan Aplikasi Dalam Bisnis.
Lin, C. Y., Chao, Y. C., & Tang, T. W. (2017). Why not be “smarter”? Examining the factors that influence the behavioral intentions of non-smartphone users. Industrial Management and Data Systems, 117(1), 32–49. https://doi.org/10.1108/IMDS-07-2015-0319
Madiawati, P. N., & Pradana, M. (2016). Celebrity and halal certificates factors influence on customers’ buying interest. Actual Problems of Economics, 177(3), 109–116.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.
Megayani, M., & Marlina, E. (2019). Pengaruh Celebrity Endorsement terhadap Purchase Intention melalui Brand Image sebagai Variabel Intervening. Jurnal Akuntansi Dan Manajemen, 16(01), 175–193. https://doi.org/10.36406/jam.v16i01.277
Mukherjee, D. (2011). Impact of Celebrity Endorsements on Brand Image. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1444814
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632.
Parmar, Y., Ghuman, M. K., & Mann, B. J. S. (2020). The Match-up Between Celebrity Associations and Product Type. Journal of Creative Communications, 15(1), 65–89.
PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PENGGUNA APLIKASI GOJEK (STUDI PADA PENGGUNA LAYANAN GO-RIDE DI KOTA MANADO). (2018). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4). https://doi.org/10.35794/emba.v6i4.21062
PRATAMA, R. A. (2014). ANALISIS PENGARUH CITRA MEREK, DAYA TARIK IKLAN, DAN HARGA TERHADAP MINAT BELI SMARTPHONE NOKIA LUMIA (Studi Pada Konsumen Smartphone di Kota Semarang). Repositori Universitas Diponegoro, 1–52.
Putra, R. B., Yeni, F., Fitri, H., & Hutapea, N. (2020). The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty. SENTRALISASI, 9(2), 108–119.
Rachmat, R. A. H., Hurriyati, R., & Sultan, M. A. (2019). Product Differentiation, Celebrity Endorsement and Purchase Intention: Case Study of Makuta Cake Bandung, West Java, Indonesia. Global Business and Management Research, 11(1), 275–283.
Rahmanullah, E S. (2018). Influence of product quality, price and supporting infrasturcture to perceived value and interest in buying of electric motorcycle. In MATEC Web of Conferences (Vol. 215). https://doi.org/10.1051/matecconf/201821502006
Rahmanullah, Edwin Sholeh, & Nurjanah, S. (2018). Influence of product quality, price and supporting infrasturcture to perceived value and interest in buying of electric motorcycle. MATEC Web of Conferences. https://doi.org/10.1051/matecconf/201821502006
Ramadhanu, A., Bayu Putra, R., Syahputra, H., Husna Arsyah, R., & Permata Sari, D. (2019). Learning Satisfaction Analysis of Online Learning Readiness with Learning Culture and Character Strength as Antecedent Variables. Journal of Physics: Conference Series, 1339(1). https://doi.org/10.1088/1742-6596/1339/1/012080
Rismawan, I., & Purnami, N. (2017). PERAN PRICE DISCOUNT MEMODERASI PENGARUH PRODUCT KNOWLEDGE DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION. E-Jurnal Manajemen.
Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843–862.
Sam, P., & Rajagiri, T. A. P. (2019). IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE A STUDY ON COSMETIC INDUSTRY. In International Journal in Management and Social Science (Vol. 6).
Sarah, S., Rachman, A., & Febrianti, T. (2019). PENGARUH FASHION LIFESTYLE, DESIGN, DAN SELEBRITY ENDORSER TERHADAP PURCHASE INTENTION. E-Jurnal STIE INABA, 18(03), 60–75.
Shoeb, A., & Khalid, A. (2014). Impact of Celebrity Endorsements on Brand. International Journal Of Scientific & Engineering Research, 5(12), 95–110.
Sopiyan, P., & gun Gumelar, G. (2019). PENGARUH BRAND EQUITY DAN COUNTRY OF ORIGIN TERHADAP MINAT BELI PRODUK SMARTPHONE SAMSUNG (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Majalengka). Jurnal Ilmiah Ekonomi Dan Keuangan Syariah, I, 19–35.
Tati, P. (2015). PENGARUH COUNTRY OF ORIGIN DAN GLOBAL BRAND IMAGE TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN (Survei pada Konsumen yang Membeli Smartphone Samsung Galaxy di Asia Tenggara). Jurnal Administrasi Bisnis S1 Universitas Brawijaya.
The appeal of celebrity endorsers and halal certificates on customers’ buying interest. (2015). Journal of Administrative and Business Studies, 1(1). https://doi.org/10.20474/jabs-1.1.5
THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE. (2013). Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(3). https://doi.org/10.35794/emba.v1i3.1887
Tjiptono, F. (2019). Perilaku Konsumen: Definisi, Domain, Determinan. Strategi Pemasaran Dalam Perspektif Perilaku Konsumen, 103.
Um, N.-H. (2018). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution. Journal of Marketing Communications, 24(7), 746–759.
Varghese, B. A. (2019). A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR TOWARDS APPAREL. INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT, 10, 13–17.
Zou, T. (2018). Online impulse buying behavior amongst undergraduate students in Tianjin, The People’s Republic of China. ABAC Journal, 38(2), 94–113.
???. (2017). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution.
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2020-12-28
How to Cite
Bayu Putra, R., Limakrisna, N. ., & Fitri, H. . (2020). MEASUREMENT MODEL: INTERESTS OF BUYING A SAMSUNG BRAND SMARTPHONE WITH CELEBRITY ENDORSER AS AN ANTESEDENT VARIABLES IN THE ERA OF COVID-19. Dinasti International Journal of Education Management And Social Science, 2(2), 353–365. https://doi.org/10.31933/dijemss.v2i2.669
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