Impact of Celebrity Endorsers and Youtube Digital Advertising on Purchase Intention with Brand as A Mediating Variable (A Study on Bella Chocolate)
Keywords:
Endorser, Digital YouTube advertising, brand awareness, purchase intentionAbstract
This research aims to analyse the impact of Endorsers and Digital YouTube advertising on brand awareness and purchase intention, with brand awareness as a mediating variable. The study involved 400 respondents residing in Jabodetabek who had watched Bella Chocolate ads on YouTube but had not yet purchased the product. The methodology used was purposive sampling with analysis utilizing structural equation modelling (SEM) partial least squares (PLS). The findings indicate that Digital YouTube advertising significantly influences brand awareness and purchase intention, whereas Endorsers do not show significant influence on both variables. Furthermore, Brand awareness significantly affects Purchase Intention and acts as a strong mediator between Digital YouTube Advertising and Purchase Intention.
Downloads
References
Ali, H., Narulita, E., & Nurmahdi, A. (2018). The influence of service quality, brand image and promotion on purchase decision at MCU Eka Hospital. Business and Management Studies, 3(1), 88-97.
Andita, D. Y., Farid Najib, M., Zulfikar, R., & Purnamasari, D. (2021). The Effect Of Celebrity Endorser On Purchase Intention Cosmetic Product In Millennial Generation Consumers. Journal Of Marketing Innovation, 1, 51–60. Https://Doi.Org/10.35313/Jmi.V1i01.14
Arya, N. A., & Dineshbabu, S. (2021). Influence Of Colour Identity And Brand Recognition On Consumer Purchasing Behaviour: A Special Reference To Packaging Of Cadbury Chocolates. 25, 11212–11218. Http://Annalsofrscb.Ro
Dewita Hia, Y. (2015). Pengaruh Kesadaran Merek, Asosiasi Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Pc Tablet Samsung Galaxi Di Kota Padang. Economica, 2(2), 106–115. Https://Doi.Org/10.22202/Economica.2014.V2.I2.223
Fatmayanti, S. R. N., & Yoestini, Y. (2021). Analisis Iklan Dan Endorser Terhadap Pembentukan Brand Awareness Serta Dampaknya Pada Keputusan Pembelian Produk Kecap Manis Abc.
Febriyantoro, M. T., & Hapsara, O. (2023). The Power Of Influence: Examining The Impact Of Youtube Ads On Purchase Intention Through Brand Awareness Among Indonesian Audiences (Vol. 02).
Firmansyah, R., Pujangkoro, S., & Author, C. (2020). The Effect Analysis Of Marketing Mix On Barbershop Service Selection Decisions By Customer At Next Premium Barbershop Abdullah Lubis Medan Branch. International Journal Of Research And Review (Ijrrjournal.Com), 7(1), 1.
Hastuti, R. (2022). Pengaruh Terpaan Iklan Shopee Di Televisi Terhadap Minat Beli Masyarakat Desa Jenggrik Kedunggalar Ngawi.
Hayani, H. (2020). Pengaruh Promosi Dan Harga Jual Smartphone Merek Oppo F11 Terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Unbara.
Munsch, A. (2021). Millennial And Generation Z Digital Marketing Communication And Advertising Effectiveness: A Qualitative Exploration. Journal Of Global Scholars Of Marketing Science: Bridging Asia And The World, 31(1), 10–29. Https://Doi.Org/10.1080/21639159.2020.1808812
Nursyamsu, S., Parani, S. B. D., & Hadi, S. (2015). Pengaruh Ekuitas Merek Terhadap Repurchase Intention Handphone Merek Samsung Kepada Mahasiswa Fakultas Ekonomi Univeristas Tadulako Di Kota Palu. 1(2), 221–232.
Nurul Tamara, A. (2021). Pengaruh Brand Awareness Dan Celebrity Endorser Terhadap Kepercayaan Serta Dampaknya Pada Minat Beli Produk (Studi Pada Konsumen Madeenaa.ID). 1456–1476. Http://Jiss.Publikasiindonesia.Id/
Pudyaningsih, A. R., Imaduddin, W., & Mufidah, E. (2022). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Variabel Mediasi.
Purwanto, A., & Sudargini, Y. (2021). Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis For Social And Management Research : A Literature Review. Journal Of Industrial Engineering & Management Research, 2(4). Https://Doi.Org/10.7777/Jiemar.V2i4
Rosara, N. A., & Luthfia, A. (2020). Factors Influencing Consumer’s Purchase Intention On Beauty Products In Youtube. Journal Of Distribution Science, 18(6), 37–46. Https://Doi.Org/10.15722/Jds.18.6.202006.37
Sarstedt, M. (2019). Revisiting Hair Et Al.’S Multivariate Data Analysis: 40 Years Later. In The Great Facilitator (Pp. 113–119). Springer International Publishing. Https://Doi.Org/10.1007/978-3-030-06031-2_15
Seiler, R., & Kucza, G. (2017). Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis-An Integrated Model. In Economy & Business ISSN (Vol. 11). Www.Scientific-Publications.Net
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan Dan Endorser Terhadap Brand Awareness Serta Dampaknya Pada Keputusan Pembelian. Riset, 1(1), 001–015. Https://Doi.Org/10.35212/277621
Shahab, M. H., Ghazali, E., & Mohtar, M. (2021). The Role Of Elaboration Likelihood Model In Consumer Behaviour Research And Its Extension To New Technologies: A Review And Future Research Agenda. International Journal Of Consumer Studies, 45(4), 664–689. Https://Doi.Org/10.1111/Ijcs.12658
Yoga, H., Dan, P., & Nurmahdi, A. (2015). Pengaruh Kegiatan Pemasaran Digital Dan Perilaku Online Konsumen Pada Peningkatan Kesadaran Konsumen Dan Dampaknya Terhadap Keputusan Pembelian Via Website (Studi Kasus Pada E-Commerce Website Pt. Campina Ice Cream Industry).
Yuniyanto, H. R., & Sirine, H. (2018). Pengaruh Iklan Terhadap Minat Beli Pengguna Youtube Dengan Brand Recognition Sebagai Variabel Intervening. Esensi: Jurnal Bisnis Dan Manajemen, 8(1). Https://Doi.Org/10.15408/Ess.V8i1.5885
Wibowo, R., & Djumarno, D. P. (2019). Determined Brand Trust in Insurance: The Effect of Brand Image and Brand Awareness on Purchase Intention. International Journal of Innovative Science and Research Technology, 1352-1359.
Published
How to Cite
Issue
Section
Copyright (c) 2023 Wahyudi Wahyudi, Adi Nurmahdi
This work is licensed under a Creative Commons Attribution 4.0 International License.
