PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP PEMBENTUKAN BRAND IMAGE (Studi Pada Smartphone Oppo
Abstract
This research aimed to analyze the effect of visibility, credibility, attraction and power of celebrity endorser toward brand image of smartphone Oppo in Medan City. The population in this study are Medan city society that have seen smartphone Oppo commercial starring Indonesian young multitalented celebrities. The sample was taken by purposive sampling using Cochran formula, with a total sample of 100 people. The data collection technique is by using questionnaires. Data analysis technique is done by multiple regression analysis and hypothesis testing t-test. The results of this study indicate that elements of visibility, credibility, attraction, power celebrity endorser significant and has positive impact on brand image of smartphone Oppo in Medan City. Keywords: Visibility, Credibility, Attraction, Power, and Brand Image
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References
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Vol. 13 No. 2 Desember 2021 ISSN : 2088-3145
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European Journal of Marketing. 5(7/8):1091-1111
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Salim Jilid 1. Jakarta : Erlangga.
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celebrity–brand–user personality congruence affects brand attitude and purchase
intention. Journal of Marketing Communications, 22(5), 456-473.
Takaya, R. (2017). The Effect Of Celebrity Endorsment On Brand Image And Trust
Brand And It's Impact To Purchaseintention Case Study: Oppo
Smartphone. Business and Entrepreneurial Review, 17(2), 183-196.
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of
endorser credibility, brand and intention with respect to celebrity endorsement of
the airline sector. Journal of Air Transport Management, 60, 10-17.
Yang, W. (2018). Star power: the evolution of celebrity endorsement
research. International Journal of Contemporary Hospitality Management.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review.
Open journal of business and management, 3(01), 58
intention melalui brand credibility. Jurnal Manajemen Inovasi, 9(1).
Belch, G. E., & A. Belch, M. (2013). A content analysis study of the use of celebrity
endorsers in magazine advertising. International Journal of advertising, 32(3),
369-389.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building
approach. John Wiley & Sons.
Fauzi, M., Mardani, R. M., & Rahman, F. (2020). Pengaruh Visibility, Credibility,
Attraction dan Power Celebrity Endorse terhadap Brand Image (Studi pada
Mahasiswa FEB UNISMA Angkatan 2016-2018 pengguna Shopee). Jurnal
Ilmiah Riset Manajemen, 9(06).
Fern, Y. S., Boon, L. K., Ling, G. M., & Huat, T. S. (2015). The effect of celebrity
endorser towards customer purchase intention. Advanced Science Letters, 21(6),
2163-2165.
Fing Hu et. al. 2012. The Role of Brand Image Congruity in Chinese Consumer’s Brand
Preference. Emerald Journal of Product and Brand Management. 21(1):26-34.
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: looking for
congruence or likability?. Psychology & marketing, 29(9), 651-662.
Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of celebrity
credibility and endorsement literature: Review and learnings. Journal of Business
Research, 125, 397-415.
Vol. 13 No. 2 Desember 2021 ISSN : 2088-3145
Jurnal Manajemen Tool
31
Jotyka, G., & Suputra, I. G. K. R. (2021). Prosedur Pendaftaran Dan Pengalihan Merek
Serta Upaya Perlindungan Hukum Terhadap Merek Terkenal Menurut UndangUndang Nomor 15 Tahun 2001. Ganesha Law Review, 3(2), 125-139.
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for
celebrity branding. Psychology & marketing, 29(9), 690-703.
Lee, H, M, et. al. 2011. Brand Image Strategy Affects Brand Equity after M&A. Emerald
European Journal of Marketing. 5(7/8):1091-1111
Mowen, John C & Michael Minor. 2002. Perilaku konsumen Terjemahan oleh Lina
Salim Jilid 1. Jakarta : Erlangga.
Nadhiroh, A. (2020). Pengaruh Electronic Word of Mouth, Credibility Celebrity
Endorser, dan Visibility Celebrity Endorser Dewi Sandra terhadap Brand Image
Wardah Cosmetics (Studi Kasus Mahasiswi Fakultas Ekonomi dan Bisnis
Universitas YARSI). Jurnal Pundi, 3(3), 259-270.
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How
celebrity–brand–user personality congruence affects brand attitude and purchase
intention. Journal of Marketing Communications, 22(5), 456-473.
Takaya, R. (2017). The Effect Of Celebrity Endorsment On Brand Image And Trust
Brand And It's Impact To Purchaseintention Case Study: Oppo
Smartphone. Business and Entrepreneurial Review, 17(2), 183-196.
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of
endorser credibility, brand and intention with respect to celebrity endorsement of
the airline sector. Journal of Air Transport Management, 60, 10-17.
Yang, W. (2018). Star power: the evolution of celebrity endorsement
research. International Journal of Contemporary Hospitality Management.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review.
Open journal of business and management, 3(01), 58
Published
2022-09-27
How to Cite
DARMANSYAH, Muthya Rahmi.
PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP PEMBENTUKAN BRAND IMAGE (Studi Pada Smartphone Oppo.
JUMANT, [S.l.], v. 13, n. 2, p. 24 - 31, sep. 2022.
ISSN 2088-3145. Available at: <https://jurnal.pancabudi.ac.id/index.php/JUMANT/article/view/4347>. Date accessed: 05 nov. 2024.
Section
Articles
