Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

Vidyanata, Deandra

doi:10.20473/jmtt.v12i1.12812

Cited by 4 publications

(5 citation statements)

References 9 publications

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“…Gambar 1. Skincare dan Kosmetik Paling Diingat Penggemar Korea (Juni 2022) Vidyanata (2019) memaknai endorsement sebagai sebuah taktik pemasaran dengan menggunakan endorser untuk mempengaruhi konsumen agar tertarik dengan produknya. Dalam sebuah endorsement, perusahaan menggunakan celebrity endorser dalam menjalankan strategi pemasaran ini.…”

Section: Sumber: Databoksunclassified

Strategi Endorsement Selebriti Korea Selatan Dalam Mempengaruhi Keputusan Pembelian: Peran Brand Image Sebagai Mediator

Imani,

Henryanto

2024

EEB

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A South Korean celebrity endorser who's getting consumers to believe what's being advertised so they can give a good brand image to the product. This research will discuss one of the local body care products that uses a Celebrity endorser. The method in this research is positivist, quantitative with deductive data analysis. The questionnaire was distributed online with the help of a G-form media of 166 respondents obtained from the age range of 13-30 years, who are domiciled in Surabaya, and are users of Scarlett Whitening. The test results of the hypothesis suggest that celebrity endorsers can influence the brand image of a product. Furthermore, the Celebrity endorser has a significant influence on the purchase decision seen from the hypothesis test. A good brand image will make the consumer decide to buy. Finally, through hypothesis testing, the results showed that brand image has an influence in mediating celebrity endorsers against purchasing decisions. Recommendations for further research, that is, it is expected to develop other variables to study further in research about celebrity endorsers, brand image, and purchasing decisions as well as can expand the scope of research to be able to develop this research that is carried out only in one city.

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Section: Sumber: Databoksunclassified

Strategi Endorsement Selebriti Korea Selatan Dalam Mempengaruhi Keputusan Pembelian: Peran Brand Image Sebagai Mediator

Imani,

Henryanto

2024

EEB

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“…Foodgram muslim lebih mengedepankan tingkat partisipasi dari pada kuantitas konten yang mampu diproduksi setiap harinya. Berbeda dengan foodram non muslim yang lebih mengedepankan banyaknya jumlah konten yang harus diproduksi (Vidyatama, 2019). Sehingga cenderung lebih mengutamakan tingkat persuasi netizen daripada tingkat partisipasi.…”

Section: Bentuk Dan Budaya Partisipasi Dalam Internet Cultureunclassified

“…Ketika foodgram muslim memproduksi konten kuliner hasil masakan sendiri atau masakan anggota keluarga hingga kerabat maka budaya partisipasi yang timbul dimaknai sebagai sarana mengekpresikan ekpresi, emosi, dan perasaan lewat teks budaya. Bagi foodgram muslim, budaya partisipasi yang ditimbulkan dari konten kuliner hasil masakan sendiri, keluarga, dan kerabat menjadi usaha untuk mengembangkan konten, variasi konten, yang tentu memiliki tujuan utama yaitu mempertahankan eksistensi ditengah kontestasi foodgram yang semakin ketat (Vidyatama, 2019). Eksistensi ditengah kompetisi menjadi wajib untuk dipertahankan, sebab eksistensi merupakan sesuatu yang bersifat tidak tetap, sehingga akan mengalami perubahan seiiring dengan perubahan yang terjadi dalam kehidupan masyarakat (Permata, 2017).…”

Section: Realitas Makna Dalam Komunikasi Virtual Melalui Konten Kulin...unclassified

Virtual Communication: Muslim Foodgram Participation Culture

et al. 2021

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The rapid development of the digital age has led humans to adapt new habits in communication. Communication activities are even very easy to do through digital platforms such as Instagram social media. Virtual communication activities conducted through halal culinary content are considered capable of creating information exchange. It is this exchange of information that makes participation happen virtually. Participation can not be considered as an activity without meaning, but when participation is done repeatedly, then the participation activity becomes a form of culture that has a certain meaning and interest. This research reveals virtual communication conducted by Muslim Instagram users who are actively producing kulier (Muslim foodgram) content through halal culinary content. The virtual ethnographic method was used by researchers to examine Henry Jenkins' theory of participation culture combined with smith's concept of researcher meaning. Based on the results of the study conducted for approximately eight months, researchers obtained data that virtual communication activities conducted by Muslim foodgrams are divided into several forms of participation such as affiliation, expression, collaboration, and circulation. not only a form of participation, researchers found that participation activities carried out by Muslim foodgrams through virtual communication occur continuously to form a culture. Participation culture formed from virtual communication activities include participation based on appreciation, participation based on existence, participation based on pleasure. The establishment of a culture of participation in virtual communication turns out to contain several meanings such as reputational interests, self-image, awards, hobbies, to careers.Perkembangan era digital yang semakin pesat telah membawa manusia pada adaptasi kebiasaan baru dalam berkomunikasi. Aktifitas komunikasi bahkan dengan sangat mudah dilakukan melalui platfoam digital seperti media sosial Instagram. Aktifitas komunikasi virtual yang dilakukan melalui konten kuliner halal dianggap mampu menciptakan pertukaran informasi. Pertukaran informasi inilah yang membuat adanya partisipasi terjadi secara virtual. Partisipasi tidak bisa dianggap sebagai aktifitas tanpa makna, tapi ketika partisipasi dilakukan berulang kali, maka aktifitas partisipasi menjadi bentuk budaya yang memiliki makna dan kepentingan tertentu. Penelitian ini mengungkap komunikasi virtual yang dilakukan oleh para pengguna Instagram muslim yang aktif memproduksi konten kulier (foodgram muslim) melalui sebuah konten kuliner halal. Metode etnografi virtual digunakan peneliti untuk mengkaji teori budaya partisipasi Henry Jenkins yang dikombinasikan dengan konsep makna peneliti dari Smith. Berdasarkan hasil penelitian yang dilakukan selama kurang lebih delapan bulan, peneliti mendapatkan data bahwa aktifitas komunikasi virtual yang dilakukan oleh foodgram muslim terbagi menjadi beberapa bentuk partisipasi seperti affiliation, expression, collaboration, dan circulation. tidak hanya bentuk partisipasi, peneliti menemukan bahwa aktifitas partisipasi yang dilakukan oleh foodgram muslim melalui komunikasi virtual terjadi terus-menerus hingga membentuk budaya. Budaya partisipasi yang terbentuk dari aktifitas komunikasi virtual meliputi participation based on appreciation, participation based on existence, participation based on pleasure. Terbentuknya budaya partisipasi dalam komunikasi virtual ternyata mengandung beberapa makna seperti kepentingan reputasi, citra diri, penghargaan, hobi, hingga karir.

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“…Shopping Online tends to be their choice and does not think further about the benefits because consumers feel they get a sense of fairness, comfort and style in using Delight with confidence [6] [16]. Delight will be formed when someone feels comfortable with a company and gets a feeling of pleasure.…”

Section: Introductionmentioning

confidence: 99%

Model For Measuring Customer Satisfaction And Delight In Restaurant Industry

Juliana,

Antonio,

Pramezwary

et al. 2023

j. manaj. ind. dan logist.

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The purpose of the study was to analyze the effect of brand value, brand credibility, arousal, brand love, online buying on delight and the effect of delight on intention to book a restaurant. The population of this study were restaurant customers in Indonesia, with the sample of 250 respondents collected by online questionnaires using nonprobability sampling technique with convenience sampling—data analysis run by PLS-SEM. Overall, the results of this study are descriptive statistical analysis. This study also offers other areas that deserve more research from the perspective of practitioners and researchers. The results showed that Arousal, Brand Credibility, Brand Love, Brand Value had a positive effect on Intention to Bookrestaurants through the variable of Delight. In contrast, online purchases have no effect on Delight or the hypothesis is not supported because customers feel doubtful and dissatisfied with online purchasing services and still feel afraid due to the occurrence of many frauds in online purchases.

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Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

Cited by 4 publications

References 9 publications

Strategi Endorsement Selebriti Korea Selatan Dalam Mempengaruhi Keputusan Pembelian: Peran Brand Image Sebagai Mediator

Strategi Endorsement Selebriti Korea Selatan Dalam Mempengaruhi Keputusan Pembelian: Peran Brand Image Sebagai Mediator

Virtual Communication: Muslim Foodgram Participation Culture

Model For Measuring Customer Satisfaction And Delight In Restaurant Industry

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