Pengaruh Digital Marketing dan Celebrity Endorsement terhadap Keputusan Pembelian Produk Erigo di Kota Surakarta
DOI:
https://doi.org/10.61132/manuhara.v3i1.1512Keywords:
Digital Marketing, Celebrity Endorsement, Purchase DecisionAbstract
Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.
Downloads
References
A. Shimp, T. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi.
Abdillah & Hartono. (2015). Partial Least Square (PLS).
Abimany, K., Suherman, & Siregar, M. E. S. (2023). Pengaruh Pemasaran Viral, Selebriti Endorser, Kualitas Produk dan Kesadaran Merek Terhadap Keputusan Pembelian Penggunaan Aplikasi Ajaib di Masa Pandemi (Studi Kasus Pada Mahasiswa Jenjang Sarjana FE UNJ). Jurnal Pijar : Studi Manajemen Dan Bisnis , 2(1), 50–64. https://e-journal.naureendigition.com/index.php/pmb
Angeline, Widya, Y., Marbun, B., Aurelia, R., Yonica, C., & Tampubolon3, B. (2024). Pengaruh Endorser Instagram Terhadap Keputusan Pembelian Produk Fashion (Studi. Cantaka: Jurnal Ilmu Ekonomi Dan Manajemen, 1, 60–68.
Aprila, B. N., Ginting, Y. M., & Ayuda, F. (2024). Pengaruh Celebrity Endorse Terhadap KeputusanPembelian Produk: Literature Review. JurnalDayaSaing, X(2), 199–205.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy and Implementation.
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia-Social and Be-havioral Sciences.
Cronbach. (1959). Coefficient Alpha and the Internal Structure of Tests. Coefficient Alpha and the Internal Structure of Tests.
Dinda Noer Pratiwi, A. N. A. (2023). Pengaruh Celebrity Endorser, Brand Image dan E-WOM Terhadap Keputusan Pembelian Produk Somethinc Series Serum. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 5(3), 132–140. https://doi.org/10.47065/ekuitas.v5i1.3885
Eka, T., Putri, P., & Ahmadi, M. A. (2024). Analisis Penerapan Strategi Pemasaran Digital pada Bisnis Kecantikan Avoskin. 2(1), 990–1000.
Ekonomi, J., & Akuntansi, M. (2024). Neraca Neraca. 1192, 304–317.
Eneng Wiliana, & Nining Purwaningsih. (2022). Pengaruh Digital Marketing dan Influencer Terhadap Keputusan Pembelian Produk UMKM Kuliner Di Kota Tanggerang Di Masa COVID-19. MAMEN: Jurnal Manajemen, 1(3), 242–251. https://doi.org/10.55123/mamen.v1i3.641
Erdogan. (1999). Ceebrity endoresement.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Ghozali, I. (2015). Aplikasi Analisis Multivariate dengan ProgramSPSS. Semarang. Badan Penerbit Universitas Diponegoro.
Hayati Ramadhani, N. A. (2023). Pengaruh Persepsi Harga, Brand Equity, Viral Marketing, Brand Ambassador, Review Produk, dan Customer Relationship, Terhadap Keputusan Pembelian Produk Skincare Skintific di Tiktok Shop. Jurnal Ekonomi, Manajemen Dan Akuntansi “Mufakat,” 2(4), 703–717.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.
Imam Ghozali & Hengki Latan. (2014). Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan SEM-PLS 3.0. Badan Penerbit Universitas Diponegoro.
Indiani, N. L., Sudiartini, N. W. A., & Utami, N. K. A. T. (2022). Pengaruh Brand Image, Awareness Dan Trust Terhadap Keputusan Pembelian Melalui Digital Marketing Pada Produk Dupa Harum Grosir. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(1), 152–163. https://doi.org/10.46306/vls.v2i1.83
Kotler, P., & Armstrong, G. (2018). No Title. Principles of Marketing.
McCracken, G. (n.d.). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. 1989.
Mirzam Arqy ahmadi. (2024). MENGUNGKAP PERAN SOSIAL MEDIA MARKETING DALAM MEMBANGUN LOYALITAS MEREK : MELALUI PENGALAMAN MEREK Program Studi Manejemen , Universitas Muhammadiyah Surakarta. 1, 68–80.
Muhammad Nur Fadlil, Dwi Dewianawati, & Ratna Agustina. (2022). Pengaruh Digital Marketing, Penggunaan Promosi Endorsment, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Merk Pakaian Sutr Heritage. Formosa Journal of Social Sciences (FJSS), 1(3), 345–364. https://doi.org/10.55927/fjss.v1i3.1244
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness.
Philip Kotler, k. l. (2016). Manajemen Pemasaran Edisi Ketiga Belas Jilid 1 / Philip Kotler, Kevin Lane Keller ; penerjemah, Bob Sabran ; editor, Adi Maulana, Wibi Hardani.
Putri, A., & Asnawi, N. (2024). Peran Mediasi Brand Image Pada Pengaruh Celebrity Endorse dan Electronic Word Of Mouth (E-WOM) terhadap Purchase Intention. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 5639–5654. https://doi.org/10.47467/alkharaj.v6i5.2579
Ristauli Hutagaol, R. S., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening. Journal of Social Research, 1(7), 761–772. https://doi.org/10.55324/josr.v1i7.147
Rizal, F., & Abdurrahman. (2022). Pengaruh celebrity endorser, citra merek, & kesadaran merekterhadap keputusan pembelian produk Erigo cecara online. JSI Jurnal Socia Logica, 2(2), 1–12. https://jurnal.anfa.co.id/index.php/JurnalSociaLogica/article/view/269/268
Saputra Siregar, B. R., Yulasmi, & Lusiana. (2022). Celebrity endorser dan Promosi terhadap Keputusan Pembelian dengan Brand image sebagai Variabel Intervening. Journal of Business and Economics (JBE) UPI YPTK, 7(3), 431–436. https://doi.org/10.35134/jbeupiyptk.v7i3.194
Sihombing, J. S. F., Adlina, H., Bisnis, I. A., Ilmu, F., Politik, I., Utara, U. S., Universitas, J., Kampus, N., Medan, U. S. U., & Utara, S. (2024). Pengaruh Celebrity Endorser ( Sehun ), Brand Trust , dan Viral Marketing Terhadap Keputusan Pembelian Produk Whitelab ( Studi Pemasaran Produk Whitelab Pada Followers Instagram @ Whitelab . Id ). EBISMAN : EBisnis Manajemen, 2(2).
Sitohang, L. M., Kartika, I., Gitama, G. N. D. P., & Pranata, S. (2023). Pengaruh Selebgram Endorse Dan Promosi Online TerhadapKeputusan Pembelian Skincare Npure. Jurnal Witana (JW), 01(02), 15–21. https://jurnalwitana.com/index.php/jw/article/download/14/13
Skarfstad, B. dan. (2004). The Review of the Effectiveness of Celebrity Advertising that Influence Consumer’s Perception and Buying Behavior.
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
