Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote)

Abstract

Marketing strategy has become one of the important factors in the success of a business. Celebrity endorsers, online consumer reviews, and brand image have become marketing strategies that are widely used by business actors in increasing consumer purchase intention. To increase consumer purchase intention, Byoote, which is one of the collagen drink brands in Indonesia, uses all three in its marketing strategy. The aims of this study are: (1) to determine the effect of the celebrity endorser on purchase intention; (2) to determine the effect of online consumer reviews on purchase intention; and (3) to determine the effect of brand image on purchase intention. This research is quantitative. Data were collected by distributing online questionnaires to 150 respondents. The analysis technique uses multiple linear regression analysis methods. The results showed that celebrity endorsers and online consumer reviews did not affect purchase intention, while brand image had a positive and significant effect on purchase intention. Strategi pemasaran telah menjadi salah satu faktor penting dalam kesuksesan suatu bisnis. Selebgram endorser, online consumer review, dan brand image telah menjadi strategi pemasaran yang banyak dipakai oleh para pelaku usaha dalam meningkatkan minat beli konsumennya. Untuk meningkatkan minat beli konsumennya, Byoote, yang merupakan salah satu brand minuman collagen di Indonesia, menggunakan ketiganya dalam strategi pemasaran mereka. Tujuan penelitian ini adalah: (1) untuk mengetahui pengaruh selebgram endorser terhadap minat beli; (2) untuk mengetahui pengaruh online consumer review terhadap minat beli; dan (3) untuk mengetahui pengaruh brand image terhadap minat beli. Penelitian ini merupakan penelitian kuantitatif. Data dikumpulkan dengan menyebarkan kuesioner online kepada 150 responden. Teknik analisisnya menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa selebgram endorser dan online consumer review tidak berpengaruh terhadap minat beli, sedangkan brand image berpengaruh positif dan signifikan terhadap minat beli konsumen.

The Influence of Celebrity Endorsements on Purchase Interest in Online Shops Through Instagram (Study on Instagram Followers @btr_meyden)

“…Various kinds of strategies are carried out so that consumers are influenced and make transactions on both small and large scale. Awalliah (2018) previously researched, stated that the endorsement of celebrities has a positive and significant effect, if the endorsement is of high quality, it will increase buying interest, while the research of Stefanus & Loisa (2022), stated that the endorsement of celebrities do not affect buying interest because buying interest is something that is subjective to each individual and will appear when the attributes of a product have met the functional value following the needs of the subject. This is the basis for researchers to further examine Instagram segmentation to find out how much celebrity endorsements can influence buying interest.…”