The Influence of Celebrity Endorsement and Brand Image on Purchase Intention with Brand Awareness as An Intervening Variable: Case Study of Scarlett Whitening Products in Soloraya
Abstract
This research reveals the significant impact of brand awareness and celebrity endorsement on purchase intention, particularly within the context of Scarlett products. The analysis confirms that the level of brand awareness correlates significantly with consumers' inclination to purchase products. These findings highlight the necessity of building brand awareness as an effective marketing strategy, using engaging advertising campaigns, presence across various media platforms, and involvement in social activities or sponsorship of popular events. Furthermore, the study confirms that the brand image of Scarlett products holds a crucial influence on brand awareness. Positive brand image elements such as strong slogans, product quality, and memorable packaging contribute to enhancing brand awareness among consumers. On the other hand, celebrity endorsements also prove to have a substantial impact on purchase intention. The presence of celebrities in advertisements captures consumers' attention, influences their perceptions of the brand and product, and increases their interest in purchasing. Selecting the right celebrities becomes an effective strategy for influencing consumer purchasing behavior. The results of this research provide profound insights into the importance of brand awareness, brand image, and celebrity endorsement in influencing consumer behavior, while also highlighting potential marketing strategies that companies can employ to enhance purchase intention.
Downloads
References
Effriena Brilliany, & Anton P.W. Nomleni. (2022). Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Konsumen Produk Scarlett. Jurnal Riset Manajemen Dan Akuntansi, 2(1), 72–77. https://doi.org/10.55606/jurima.v2i1.153
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh Brand awareness Terhadap Purchase intention Dimediasi Oleh Perceived Quality Dan Brand Loyalty. E-Jurnal Manajemen Unud, 6(12), 6620–6650.
Ficka, A. R. (2022). … TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA PRODUK SKINCARE SCARLETT WHITENING (Studi …. http://repository.unwidha.ac.id:880/2812/
Fionalita, N., & Kusumawati, N. (2019). An Exploratory Study of Cosmetics Purchase intention Attributes : A Study of Indonesian Local Cosmetics Brand in Jakarta and Bandung. Proceeding Book of The 5th ICMEM 2019, August 2019, 477–482.
Hadi, M. Z., & Keni, K. (2022). Pengaruh Brand image, Brand awareness, dan Brand Trust terhadap Purchase intention pada Produk Kecantikan Ramah Lingkungan. In Jurnal Manajemen Bisnis dan Kewirausahaan (Vol. 6, Issue 3, p. 254). https://doi.org/10.24912/jmbk.v6i3.18649
Heda, N. S. R. (2017). Pengaruh Celebrity Endrose Dan Brand image Terhadap Keputusan Pembelian Shampo (Studi Kasus Pada Merek Clear). In Skripsi Jurusan Manajemen. http://eprints.uny.ac.id/id/eprint/48999
Kristinawati, A. (2020). Pengaruh Brand image, Perceived Quality Dan Ewom Terhadap Purchase intention Mobil Di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5, 524–529.
Kuswati, R., Putro, W. T., Mukharomah, W., & Isa, M. (2021). The Effects of Brand image on Consumer Loyalty: The Role of Consumer Satisfaction and Brand Trust as Intervening Variables. Urecol Journal. Part B: Economics and Business, 1(2), 58–71. https://doi.org/10.53017/ujeb.91
P urboyo, Hastutik, S., Kusuma, G. P. E., Sudirman, A., Sangadji, S., Wardhana, A., Kartika, R. D., Erwin, Hilal, N., Syamsuri, Siahainenia, S., & Marlena, N. (2021). Perilaku Konsumen (Tinjauan Konseptual dan Praktis). In Media Sains Indonesia.
Pratiwi , C. S., & Sidi , A. P. (2022). Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening. Relasi: Jurnal Ekonomi, 192-204.
Putri, R. M., & Istiyanto, B. (Jurnal Ekobis Dewantara). Pengaruh Harga, Kualitas Produk, Dan Celebrity Endorser Tehadap Minat Beli Produk Scarlett Whitening (Studi Kasus Pada Perempuan Di Surakarta). 2021, 78-88.
Riza Aura Febriani, Sholahuddin, M., Kuswati, R., & Soepatini. (2022). Do Artificial Intelligence and Digital Marketing Impact Purchase intention Mediated by Perceived Value? Journal of Business and Management Studies, 4(4), 184–196. https://doi.org/10.32996/jbms.2022.4.4.28
Safika, E., & Raflah, W. (2021). The Influence of Brand image, Brand Ambassador and Price on Purchasing Decisions for Scarlett Whitening Product in Riau. Inovbiz: Jurnal Inovasi Bisnis, 8-18.
Saputa, D. A. (2020). Pengaruh Citra Merek, Selebrity Endorser, Dan Harga Terhadap Keputusan Pembelian Kosmetik Merek Wardah.
Saputa, D. A. (2020). Pengaruh Citra Merek, Selebrity Endorser, Dan Harga Terhadap Keputusan Pembelian Kosmetik Merek Wardah.
Sari, Y. R., Harliyani, S., & Sanjaya, V. (2022). Pengaruh Harga, Brand image, Dan Celebrity Endorser Enzy Storia Terhadap Minat Beli Produk Erigo. Business and Entrepreneurship, 1-8.
Septiany, D. (2020). Pengaruh Brand image Dan Celebrity Endorser Terhadap Proses Keputusan Pembelian Kosmetik Pixy Di Kota Bandung. skripsi .
Sijoatmodjo, F. A. (2021). Pengaruh Celebrity endorsement Terhadap Purchase intention Dengan Brand awareness Sebagai Variabel Mediasi Pada Produk Merek “Keekho. Performa, 5(6), 458–465. https://doi.org/10.37715/jp.v5i6.1823
Subastian, D. V., Palupi, D. A., & Sanjaya, V. F. (2021). Pengaruh Harga, Kualitas Produk Dan Celebrity Endorser Raffi Ahmad Terhadap Minat Beli Produk Skincare Ms.Glow. Jurnal Manajemen Bisnis Islam, 32-41.
Tazkiyatunnisa, M. (2019). Pengaruh Celebrity Endorser, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Maybelline. Skripsi, 1-257.
Yusron, S., Rachma, N., & Hufron, M. (2019). Pengaruh Celebrity Endorser Terhadap Minat Beli Melalui Citra Merek Sebagai Variabel Intervening Pada Pengguna Kosmetik Pixy Di Toko Aster Malang. Jurnal Riset Manajemen, 1-15.
Copyright (c) 2023 Wahyu Noer Hidayat Putra Yuwana, Wuryaningsih Dwi Lestari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
