Do endorser credibility triggers young generations buying decisions?
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Dec 14, 2023
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Abstract
The development of social media has changed people's interaction patterns. This creates an opportunity for product marketing on social media platforms such as Instagram to increase the product's popularity. One of them is using social media endorsers with solid public influence. This quantitative research aims to determine the impact of endorser credibility on purchasing decisions for Ponds products among the younger generation of Instagram users in Indonesia, which is mediated by attitude toward the brand. This research involved 211 people from various regions in Indonesia who were collected online using Purposive Sampling Techniques through questionnaires. Criteria for samples collected include Ponds product users, Instagram users, and endorser Nanda Arsyinta's content using Ponds products. Data were analyzed using Structural Equation Modeling (SEM) using AMOS 24. The research results stated that endorser credibility positively and significantly affected buying decisions. Meanwhile, endorser credibility positively and significantly affects attitude toward the brand. Attitude toward the brand indirectly influences endorser credibility and purchasing decisions among younger Instagram users in Indonesia. These findings can help businesses determine the right endorser to represent their brand, convey the product message well to consumers, and create sales.
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How to Cite
Rahayu, R. B., Pebrianti, W., Purmono, B. B., Juniwati, J., & Jaya, A. (2023). Do endorser credibility triggers young generations buying decisions?. Enrichment : Journal of Management, 13(5), 3097-3109. https://doi.org/10.35335/enrichment.v13i5.1687
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Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 26(8), 896–912. https://doi.org/10.1080/13527266.2019.1604561
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486
Darmawan, D., Mardikaningsih, R., Hariani, M., Mayjen, U., & Mojokerto, S. (2019). The Effects Of Endorser Credibility, Attitude Toward To ADS, And Brand Attitude On Purchase Intention. In Jurnal Ekonomi (Vol. 15, Issue 2).
Dewi, N. P. N. T., & Ekawati, N. W. (2021). The Role of Brand Image Mediated The Effect of Celebrity Endorser’sCredibility on Purchase Decisions for Vivo Smartphone in Denpasar. American Journal of Humanities and Social Sciences Research (AJHSSR, 5(2). http://www.ajhssr.com/
Eshra, N., & Beshir, N. (2019). Effect of Consumer Attitude towards SMS Advertising and Demographic Features on Egyptian Consumers Buying Decision. Journal of Marketing Management, 7(2), 2333–6099. https://doi.org/10.15640/jmm.v7n2a8
Fatimah, I. P., & Nugrahani, R. U. (2021). Pengaruh Krebilitas Influencer Abel Cantika Terhadap Sikap Pada Brand Emina Cosmetics. Eprosiding Manajemen (Telkom University), 8(2).
https://openlibrarypublications.telkomuniversity.ac.id/
Fitri, R. A., & Sulaeman, E. (2021). Pengaruh Kredibilitas Endorser Agnes Monica, Brand Awareness, dan Perceived Quality terhadap Keputusan Pembelian Produk Tolak Angin. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(2). https://doi.org/10.31955/mea.v5i2.1295
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
Gunawan, F., Ali, M. M., & Nugroho, A. (2019). Analysis of the Effects of Perceived Ease of Use and Perceived Usefulness on Consumer Attitude and Their Impacts on Purchase Decision on PT Tokopedia In Jabodetabek. European Journal of Business and Management Research, 4(5).
https://doi.org/10.24018/ejbmr.2019.4.5.100
Hair, J. F., M. Hult, G. T., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications Inc.
Halder, D., Pradhan, D., & Roy Chaudhuri, H. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. In Journal of Business Research (Vol. 125, pp. 397–415). Elsevier Inc. https://doi.org/10.1016/j.jbusres.2020.12.031
Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. PLoS ONE, 16(3 March).
https://doi.org/10.1371/journal.pone.0249286
Howe, S. (2023, May 31). Social Media Statistic for Indonesia (Updated 2023). Meltwater.
Indriany, Y., & Indrisetno P.V, D. (2022). Analisis Citra Merek Dan Sikap Konsumen Terhadap Keputusan Pembelian Pada Aplikasi Makanan Online (Studi Kasus Pelanggan Aplikasi Go Food, Grab Food, Shopee Food). Jurnal Lentera Bisnis, 11(2). doi: 10.34127/jrlab.v11i2.539
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53.
https://doi.org/10.1016/j.jretconser.2019.01.005
Kemp, S. (2023, February 9). Digital 2023: Indonesia. Data Reportal.
Koklic, M. K., Golob, U., Podnar, K., & Zabkar, V. (2019). The interplay of past consumption, attitudes and personal norms in organic food buying. Appetite, 137, 27–34.
https://doi.org/10.1016/j.appet.2019.02.010
Kurniawan, A. (2021). Pengaruh Kredibilitas Celebrity Endorser dan Daya Tarik Iklan Terhadap Keputusan Pembelian Indomie. Economicus (Jurnal Ekonomi & Manajemen), 15(2).
https://doi.org/10.47860/economicus.v15i1.244
Kusuma, G. W., Bagia, I. W., Dewanti, M. A., & Suarmaja, I. B. K. (2021). The Effect of Quality Perception and Consumer Attitude on Purchasing Decision Study on Consumer Who Purchased and Consumed Soy Sauce ABC in Buleleng District. Atlantis Press International B.V.
https://doi.org/10.2991/aebmr.k.211124.055
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Taylor & Francis , 19(1).
https://doi.org/10.1080/15252019.2018.1533501
Manideep, A. S. (2020). The Influence of Source Credibility, Endorser Credibility and Message Appeal on Consumers’ Purchase Intention: An Empirical Analysis. International Journal of Advanced Technology and Engineering Exploration, 8(1).
Marcia, M. (2023, March 16). Perkembangan Industri Kosmetik di tahun 2023. East Ventures.
Masrura, *, & Tanha, A. (2020). SEARCH Journal of Media and Communication Research Exploring the credibility and self-presentation of Insta micro-celebrities in influencing the purchasing decisions of Bangladeshi users. http://search.taylors.edu.my
Maziriri, E. T., Rukuni, T. F., & Chuchu, T. (2021). Factors influencing food consumption satisfaction and purchase decisions of restaurant consumers. Cogent Business and Management, 8(1).
https://doi.org/10.1080/23311975.2021.1968731
Melovic, B., Rogic, S., Smolovic, J. C., Dudic, B., & Gregus, M. (2019). The impact of sport sponsorship perceptions and attitudes on purchasing decision of fans as consumers-relevance for promotion of corporate social responsibility and sustainable practices. Sustainability (Switzerland), 11(22). https://doi.org/10.3390/su11226389
Mir, I. A., & Salo, J. (2023). Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement. Journal of Promotion Management.
https://doi.org/10.1080/10496491.2023.2251461
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2). https://doi.org/10.1016/j.digbus.2021.100008
Napoleon Cat. (2023, August). Instagram Users in Indonesia April 2023. Napoleon Cat.
Nurhayati, H., & Wolff. (2023, August 31). Media Sosial di Indonesia - Statistik & Fakta. Statista.
Nusraningrum, D., Mekar, T. M., & Prasetyaningtyas, S. W. (2021). Persepsi dan Sikap Terhadap Keputusan Pembelian Produk Pangan Fungsional Pada Generasi Millenial. Jurnal Akuntansi Dan Bisnis (JAB) , 23(1).
Ozdemir, O., Kolfal, B., Messinger, P. R., & Rizvi, S. (2023). Human or virtual: How influencer type shapes brand attitudes. Computers in Human Behavior, 145. https://doi.org/10.1016/j.chb.2023.107771
Pebrianti, W., & Rosalin, I. (2021). Pengaruh Kesadaran Kesehatan dan Perceived Barriers terhadap Attitude Toward Organic Food dan Dampaknya terhadap Minat Beli. In Cakrawala Management Business Journal (Vol. 4).
Prasetio, A. N., & Indriani, F. (2022). Analisis Pengaruh Kredibilitas Influencer dan Disclosure of Sponsorship terhadap Keputusan Pembelian Konsumen Melalui Brand Attitude Sebagai Variabel Intervening. Diponegoro Journal of Management, 11(5).
http://ejournal-s1.undip.ac.id/index.php/dbr
Pratiwi, A. A. S. D., & Suasana, I. Gst. A. Kt. G. (2019). Peran Kredibilitas Merek Memediasi Pengaruh Kredibilitas Endorser Terhadap Ekuitas Merek. E-Journal Ekonomi Dan Bisnis Universitas Udayana, 8(1). https://doi.org/10.24843/EJMUNUD.2019.v8.i1.p13
Qazzafi, S. (2019). Consumer Buying Decision Process Toward Products. International Journal of Scientific Research and Engineering Development, 2(5).
Rosa, A. R., & Lestari, S. B. (2019). Pengaruh Terpaan Iklan di Televisi (Brand Awareness dan Brand Attitude) Vivo Smartphone dan Tingkat Kepercayaan tentang Informasi Vivo Smartphone dalam Peer Group Terhadap Keputusan Pembelian Produk Vivo Smartphone. Garuda Kemendikbud Journal, 7(3).
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6). https://doi.org/10.1016/j.heliyon.2022.e09676
Sari, D. M. F. P., Cremadin, P. S., Wirsa, I. N., & Martini, I. A. O. (2023). Keputusan Pembelian Produk Hortikultura: Bagaimana Attitude To Brand Memediasi Pengaruh E-Service Quality? Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 7(1). https://doi.org/10.31955/mea.v7i1.2882
Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. K., Wardhana, A., Nugraha, K. S. W., Hendrayani, E., Susanto, P. C., Primasanti, Y., & Ulfah, M. (2022). Brand Marketing: The Art of Branding (A. Sudirman, Ed.; 1st ed., Vol. 1). CV. Media Sains Indonesia.
Sp, S. W., & Hendayana, Y. (2021). Does Endoser Credibility And Brand Image Influence Consumer Purchasing Decisions Oleh. In Turkish Journal of Computer and Mathematics Education (Vol. 12, Issue 8). https://doi.org/10.17762/turcomat.v12i8.2918
Sucisanjiwani, G. A. C. A., & Yudhistira, P. G. A. (2023). Indonesian Generation Z’s Intention to Visit South Korea: The Mediating Role of Tourist Attitude on Travel Motivation and Celebrity Endorser Credibility. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 16(2), 399–416. https://doi.org/10.20473/jmtt.v16i2.44594
Sudradjat, R. H., & Wahid, N. A. (2020). Influence of Endorser Credibility on Consumers" Attitude Toward Advertising and Soap Brand. http://www.apjii.or.id/survei2016,
Thomas, T., Singh, N., & Ambady, K. G. (2020). Effect of Ethnocentrism and Attitude Towards Foreign Brands in Purchase Decision. Vision, 24(3), 320–329. https://doi.org/10.1177/0972262919867509
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