The Influence of Promotion and Influencers’ Credibility on Purchase Intention with Brand Image as a Mediation Variable (Study on Shopee Users among Students of Universitas Muhammadiyah Surakarta)
Abstract
This research aims to investigate the influence of promotional components and influencers’ credibility on the purchase intention of Shopee users among Universitas Muhammadiyah Surakarta students, with moderation from brand image. Influencer promotion and credibility are in focus due to their important role in influencing consumer behavior in the online environment. Apart from that, this research also aims to explore other possible variables that can influence purchase intentions, such as the influence of price and level of loyalty to e-commerce platforms. The method used was a survey using a questionnaire distributed to 150 Shopee user respondents, who were students at the Universitas Muhammadiyah Surakarta. The research results show that the promotion component and influencer credibility have a significant influence on Shopee users' purchasing intentions, which are moderated by perceived brand image. These findings emphasize the importance of effective promotional strategies and trust in influencers in forming positive perceptions of brands, which in turn influence consumer purchase intentions. However, these findings also underscore the importance of additional factors such as price and loyalty to e-commerce platforms in understanding online shopping behavior. Thus, this research implies the importance of further research on a broader scale to confirm and expand the findings revealed in this research.
Downloads
References
Aji, N. S., Djawahir, A. H., & Rofiq, A. (2018). the Influence of Products and Promotions on Purchasing Decisions Mediated in Purchase Motivation. Jurnal Aplikasi Manajemen, 17(1), 152–161. https://doi.org/10.21776/ub.jam.2019.017.01.17
Akbar, R., Mahrinasari, & Pandjaitan, D. R. (2020). The Mediating Role of Brand Image in the Effect of Sales Promotion, Product Quality, and Celebrity Endorser on Purchase Intention. Journal of the University of Shanghai for Science and Technology, 22(10), 272–282. www.ajhssr.com
Apriliani, N. E., & Kusumastuti, A. E. (2019). Pengaruh Promosi terhadap Minat Beli pada Wuling Motors dengan Kesadaran Merek sebagai Variabel Mediasi. Prosiding Seminar Nasional …, 333–340.
Batubara, C., & Nasution, I. (2023). The Influence of Brand Image, Price, Quality on Compulsive Buying Disorder of Imported Used Clothing Among Generation Z in the Perspective of Sharia Economics. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(3), 2085-2103. https://doi.org/10.31538/iijse.v6i3.3893
Farouq, F., & Rusdi, F. (2023). Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen (Studi Kasus Erigo Apparel). Management Studies and Entrepreneurship Journal Vol, 4(3), 2592–2600. https://doi.org/10.24912/ki.v2i1.23053
Fatmawati, I., & Dinar, L. (2021). How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases. Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 176(2), 139–149. https://doi.org/10.2991/aer.k.210121.020
Febriati, I. G. A., & Respati, N. N. R. (2020). The Effect of Celebrity Endorser Credibility and Product Quality Mediated by Brand Image on Purchase Intention. American Journal of Humanities and Social Sciences Research, 4(3), 464–470. www.ajhssr.com
Hatta, U. B., Triani, M., & Arief, M. L. (2022). Brand Image Sebagai Mediasi Pengaruh Promosi Dan Kota Solok. 69–73.
Hulu, P., & Ruswanti, E. (2018). Influence Of Product Quality, Promotion, Brand Image, Consumer Trust Towards Purchase Intention (Study Case On Pocari Sweat Isotonic Drink In Indonesia. Unggul, 2(1), 1–13.
Indriana, A., Sholahuddin, M., Kuswati, R., & Soepatini. (2022). The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. Journal of Business and Management Studies, 4(4), 197–210. https://doi.org/10.32996/jbms.2022.4.4.29
Jayusman, N., Lestari, W. D., & Permatasari, Q. (2023). Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency). International Journal of Management Science and Information Technology, 3(1), 101–107. https://doi.org/10.35870/ijmsit.v3i1.1077%0AANALYSIS
Kent, Y. D., & Bernarto, I. (2021). The Effect of Perceived Product Quality, Brand Image, and Promotion on Customer Purchase Intention (Case of Zara Customers in Grand Indonesia, Jakarta). Indonesian Marketing Journal, 1(1), 26. https://doi.org/10.19166/imj.v1i1.4005
Khaleeli, M. (2020). the Effect of Social Media Advertising and Sales Promotion on Purchase Intention. Researchgate. Net, 7(19), 7031–7039. https://www.researchgate.net/profile/Majdi-Khaleeli-2/publication/344337458_THE_EFFECT_OF_SOCIAL_MEDIA_ADVERTISING_AND_PROMOTION_ON_ONLINE_PURCHASE_INTENTION/links/5f69bca292851c14bc8e00e7/THE-EFFECT-OF-SOCIAL-MEDIA-ADVERTISING-AND-PROMOTION-ON-ONLINE-PUR
Khan, M. M., Memon, Z., & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions : The Role of Perceived Quality and Brand Loyalty. Market Forces College of Management Sciences Volume, 14(2), 99–120. https://ssrn.com/abstract=3670188
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13– 18.
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science (2147-4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893
Prasetio, A. N., & Indriani, F. (2022). Analisis Pengaruh Kredibilitas Influencer Dan Disclosure Of Sponsorship Terhadap Keputusan Pembelian Konsumen Melalui Brand Attitude Sebagai Variabel Intervening (Studi Pada Konsumen Generasi Z di Instagram). Diponegoro Journal of Management, 11(5), 1–12.
Rismaya, T., Muslim, U. B., & Shiddieqy, H. A. (2022). Analisis Mengenai Pengaruh Promosi, Kepercayaan, Harga, Dan Kualitas Pelayanan Terhadap Minat Beli Pada E-Commerce Ditinjau Dari Sudut Pandang Syariah (Studi Pada Pengguna Shopee). Sahid Business Journal, 1(01), 49–60. https://doi.org/10.56406/sahidbusinessjournal.v1i01.12
Rosyid, M. A, Muawanah, M., & Zuana, M. M. M. (2023). The Influence of Halal Labels and Electronic Word of Mouth (E-WOM) on Purchase Decisions of Food and Beverage Products on the Shopee Online Site. Majapahit Journal of Islamic Finance and Management, 3(1), 15-31. https://doi.org/10.31538/mjifm.v3i1.34
Triana, D., & Hidayat, R. (2023). Analisis Brand Image Sebagai Variabel Mediasi Keputusan Pembelian ( Studi Kasus pada Mahasiswa Pengguna Produk Xiomi di Yogyakarta ). Jurnal Economina, 2(2).
Copyright (c) 2024 Rizki Iputa Sari, Aflit Nuryulia Praswati
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.
