THE IMPACT OF USING INFLUENCER ON CONSUMER PURCHASE INTENTION WITH ATTITUDE TOWARDS INFLUENCER AND BRAND ATTITUDE AS MEDIATOR

Dewi Mustikasari Immanuel, Alexandria Bianda H. S.

Abstract


This study is conducted to determine the effect of perceived credibility, trust, experience, and attractiveness as an evaluator of influencers' effectiveness on consumer purchase intention in fashion products mediated by attitude towards influencers and brand attitude. Influencers are those who regularly share content related to certain fields or skills on social media platforms. This study is based on the Theory of Planned Behavior (TPB) and other previous studies related to influencers' effectiveness on purchase intention of fashion products. The population in this study is 385 women in Surabaya with a non-probability sampling method using a purposive sampling technique. The data analysis method used in this study is Structural Equation Modeling-Partial Least Square (SEM PLS) with a smart PLS 3.0 program. The analysis results in this study show that perceived credibility, trust, and attractiveness have a positive and significant effect on attitude towards influencers. In contrast, perceived expertise has a negative and insignificant impact on attitude towards influencers. Attitude towards influencers fully mediates the influence of perceived credibility, trust, and attractiveness on brand attitude and purchase intention. Brand attitude fully mediates the influence of attitude towards influencers on purchase intention. In this study, variable perceived expertise used did not affect attitude towards influencer variables. This is different from previous studies that have been done before. For further researchers, it is suggested that they can again use perceived expertise and other variables that can support more deep assessments that give rise to consumer attitudes towards an advertisement made by fashion product influencers in subsequent studies using different populations. The analysis model that has been used in this study can then be reused in conducting further research with varying numbers of populations and types.


Keywords


Perceived Credibility; Trust; Perceived Expertise; Attractiveness; Attitude Towards Influencer; Brand Attitude; Purchase Intention

Full Text:

PDF

References


Abdillah, W. and Jogiyanto, H. 2015. Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. In book.

Ajzen, I. 2011. The Theory of Planned Behavior: Reactions and Reflections. Psychology and Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995.

Amos, C., Holmes, G., and Strutton, D. 2008. Exploring The Relationship between Celebrity Endorser Effects and Advertising Effectiveness: A Quantitative Synthesis of Effect Size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052.

Aseanup.com. 2019. [Online]. From: https://aseanup.com/southeast-asia-digital-social-mobile/.

Balathandayutham, D. P. 2020. Influence Of Brand Attitude On Purchase Intention Of Branded Fashion Apparel Users In. March 2018.

Casaló, L. V., Flavián, C., and Ibáñez-Sánchez, S. 2020. Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117(July), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005.

Chetioui, Y., Benlafqih, H., and Lebdaoui, H. 2020. How Fashion Influencers Contribute to Consumers' Purchase Intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157.

Childers, C. C., Lemon, L. L., and Hoy, M. G. 2019. #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues and Research in Advertising. https://doi.org/10.1080/10641734.2018.1521113.

Chopra, A., Avhad, V., and Jaju. 2020. Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, (June), 227853372092348. https://doi.org/10.1177/2278533720923486.

Chopra, A., Avhad, V., and Jaju. 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.

Cooke, R. and Sheeran, P. 2004. Moderation of Cognition-Intention and Cognition-Behaviour Relations: A Meta-Analysis of Properties of Variables from The Theory of Planned Behaviour. British Journal of Social Psychology. https://doi.org/10.1348/0144666041501688.

Eshghi, A., Sarkar, J. G., and Sarkar, A. 2017. Impact of Online Advertising on Adolescent's Brand Attitudes. Marketing Intelligence and Planning, 35(6), 706–723. https://doi.org/10.1108/MIP-11-2016-0213.

Goldsmith, R. E., Lafferty, B. A., and Newell, S. J. 2000. The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising. https://doi.org/10.1080/00913367.2000.10673616.

Huang, Y. C., Wu, Y. C. J., Wang, Y. C., and Boulanger, N. C. 2011. Decision-Making in Online Auctions. Management Decision, 49(5), 784–800. https://doi.org/10.1108/00251741111130850.

Ismanto, H. 2016. Analisis Kinerja Keuangan Umkm Tenun Ikat Troso Jepara. Jurnal Economia, 12(2), 159. https://doi.org/10.21831/economia.v12i2.11340.

Kalu, F. 2019. The Impact of Social Media Influencer Marketing on Purchase Intention From an Irish Male Millennial's Perception : a Case Study of Irish Fashion Industry. August.

Kumar, S. and Patra, D. S. 2017. Does Promotion Mix Help to Enhance Brand Equity: a Literature Review. Indian Journal of Commerce and Management Studies, VIII(2), 80–86. https://doi.org/10.18843/ijcms/v8i2/11.

Liébana-Cabanillas, F., Japutra, A., Molinillo, S., Singh, N., and Sinha, N. 2020. Assessment of Mobile Technology Use in The Emerging Market: Analyzing Intention to Use M-Payment Services in India. Telecommunications Policy, 44(9). https://doi.org/10.1016/j.telpol.2020.102009.

Lim, X. J., Radzol, A. R. M., Cheah, J. H., and Wong, M. W. 2017. The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035.

Lina, L. F. and Permatasari, B. 2020. Kredibilitas Selebriti Mikro pada Niat Beli Produk di Media Sosial. 1(2).

Macintosh, G., and Lockshin, L. S. 1997. Retail Relationships and Store Loyalty: A Multi-Level Perspective. International Journal of Research in Marketing. https://doi.org/10.1016/s0167-8116(97)00030-x.

MacKenzie, S. B., Lutz, R. J., and Belch, G. E. 1986. The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research. https://doi.org/10.2307/3151660.

Martensen, A., Brockenhuus-Schack, S., and Zahid, A. L. 2018. How Citizen Influencers Persuade Their Followers. Journal of Fashion Marketing and Management, 22(3), 335–353. https://doi.org/10.1108/JFMM-09-2017-0095.

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., and Branco, F. 2019. How Smartphone Advertising Influences Consumers' Purchase Intention. Journal of Business Research, 94(December 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047.

Mubarak, S. A. and Sanawiri, B. 2018. Pengaruh Fashion Lifestyle terhadap Purchase Intention ( Studi Pada Konsumen Pakaian Second Hand @tangankedua ). Jurnal Administrasi Bisnis (JAB), 55(3), 33–40. Retrieved from s.akmalmubarak@gmail.com.

Najib, S., Daud, I., and Rosa, A. 2019. Pengaruh Trustworthiness, Expertise dan Attractiveness Celebirty Endorser di Instagram terhadap Purchase Intention Produk Hijab (Studi Kasus pada Akun Instagram @gitasav). Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 14.

Nam, L. G., and Dân, H. T. 2018. Impact of Social Media Influencer Marketing on Consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(5), 4710–4714. https://doi.org/10.18535/ijsshi/v5i5.10.

Nezakati, H., Moghadas, S., Aziz, Y. A., Amidi, A., Sohrabinezhadtalemi, R., and Jusoh, Y. Y. 2015. Effect of Behavioral Intention toward Choosing Green Hotels in Malaysia – Preliminary Study. Procedia - Social and Behavioral Sciences, 172(December), 57–62. https://doi.org/10.1016/j.sbspro.2015.01.335.

Nijs, T. 2019. The Effect of Social Influencer Advertising. 1–61.

Ohanian, R. 1990. Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, And Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191.

Osei-Frimpong, K., Donkor, G., and Owusu-Frimpong, N. 2019. The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070.

Purwana, D., Rahmi, R., and Aditya, S. 2017. Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM). https://doi.org/10.21009/jpmm.001.1.01.

Rachmy, F. S. 2018. Pengaruh Social Media Influencer terhadap Purchase Intention pada Merek Kosmetik Wardah dengan Brand Image sebagai Variabel Mediasi. 1–15.

Rizqiah, M. N., Kusdibyo, L., and Rafdinal, W. 2020. Persepsi Konsumen terhadap Influencer Media Sosial dan Niat Membeli Produk Kosmetik di Bandung. Prosiding Industrial Research Workshop and National Seminar, Bandung, 26-27 Agustus 2020, 11(1), 999–1003.

Stelzner, M. A. 2012. How Marketers Are Using Social Media to Grow Their Businesses.

Suh, B. and Han, I. 2002. Effect of Trust on Customer Acceptance of Internet Banking. Electronic Commerce Research and Applications. https://doi.org/10.1016/S1567-4223(02)00017-0.

Susanti, A. A. 2017. Pengaruh Price Display terhadap Persepsi Luxury Brand Attitude pada Produk Guess di Centro Solo Paragon Mall Surakarta. 4, 9–15.

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., and Jones, D. N. 2020. Understanding The Relationships between Social Media Influencers and Their Followers: The Moderating Role of Closeness. Journal of Product and Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292.

Till, B. D., and Baack, D. W. 2005. Recall and Persuasion: Does Creative Advertising Matter? Journal of Advertising, 34(3), 47–57. https://doi.org/10.1080/00913367.2005.10639201.

Ulfa, M. 2018. Pengaruh Media Sosial Komunikasi Pemasaran Terhadap Sikap Konsumen Generasi Z di Yogyakarta. 2.

Wathen, C. N. and Burkell, J. 2002. Believe it or not: Factors Influencing Credibility on the Web. Journal of the American Society for Information Science and Technology. https://doi.org/10.1002/asi.10016.

Weismueller, J., Harrigan, P., Wang, S., and Soutar, G. N. 2020. Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002.

Wibowo, B. and Heryjanto, A. 2020. Pengaruh Kredibilitas Influencer , Nominal Harga. Journal of Business and Applied Management, 13(1), 83–90.

Wiedmann, K. P., and von Mettenheim, W. 2020. Attractiveness, Trustworthiness and Expertise – Social Influencers' Winning Formula?. Journal of Product and Brand Management, (June). https://doi.org/10.1108/JPBM-06-2019-2442.

Yang, B., Kim, Y., and Yoo, C. 2013. The Integrated Mobile Advertising Model: The Effects of Technology and Emotion-Based Evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035.




DOI: http://dx.doi.org/10.21776/ub.jam.2021.019.04.06

Refbacks

  • There are currently no refbacks.