The Role of Celebrity Endorser on Purchasing Intention of Halal Cosmetic [Peran Celebrity Endorser Terhadap Minat Beli Kosmetik Berlabel Halal]

Hendri Hermawan Adinugraha, Novitasari Novitasari, Ahmad Hasan Asy’ari Ulama’i

Abstract


Purpose of this study is to analyze the influence of attractiveness, credibility, and expertise on buying an interest in buying halal labeled cosmetics. This study used a quantitative approach. The population of this research is consumers who purchase Wardah halal label cosmetics in Semarang City which has been an unknown number then the number of samples is searched by the Isac Michel formula and samples taken 100 respondents. The type of data used is the primary data which sourced from questionnaires that have been filled in by respondents and processed by researchers. The sampling technique used is a non-random type of purposive sampling. Methods of data collection using questionnaires and analysis techniques used are multiple regression. Results show that attractiveness has an effect positive and significant on Buying Interest.  Credibility has an effect positive and significant on Buying Interest. Expertise has an effect positive and significant on Buying Interest. That means, with the increase in the attractiveness of advertising stars, the credibility of advertising stars and advertising star expertise, it will increase the interest in buying Wardah halal label cosmetics, and vice versa.

Keywords


Attractiveness; Credibility; Expertise; Buying Interest; Halal Cosmetic

Full Text:

PDF

References


Ahmed¸ Methaq. (2016). “Endorser Credibility Effects on Yemeni Males’ Consumer’s Attitude towards Advertisement and Purchase Intention”. Proceedings of the Fifth Asia-Pacific Conference on Global Business, Economics, Finance and Social Sciences (AP16Mauritius Conference). Ebene-Mauritius. 21-23 January. Page 1-11.

Ansari, Nadia Umair and Hanif Mohammed. (2015). “Factors affecting the intent to purchase halal personal care products: empirical evidence from Pakistan”. Jornal of Islamic Marketing and Branding. Vol. 1. No. 2. P. 199-213.

Ghozali, Imam. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS IBM SPSS 19. Cetakan Kelima. Semarang: Badan Penerbit Universitas Diponegoro.

Gupta, Ruchi, Nawal Kishore and Verma. (2015). “Impact Of Celebrity Endorsements On Consumers’ Purchase Intention: A Study of Indian Consumers”. Australian Journal of Business and Management Research. Vol. 05. No. 03. P. 1-15.

Harly, Gevin Sepria dan Damayanti Octavia. (2014). “Pengaruh Endorsement Fashion Blogger Terhadap Minat Beli Merek Lokal Pada Tahun 2013 – 2014 (Studi Kasus Pada Fashion Blogger Evita Nuh)”. Jurnal Manajemen Indonesia. Vol. 14. No. 2. P. 140 – 152. Universitas Telkom. Bandung.

Khan, Shaista Kamal, Aroobah Rukhsar and Maria Shoaib. (2016). “Influence of Celebrity Endorsement on Consumer Purchase Intention”. Journal of Business and Management (IOSR-JBM). Volume 18. Issue 1. P. 6-9.

Koththagoda and Sudath Weerasiri. (2015). “Celebrity Endorsement and Purchase Intention of Telecommunication Industry in Sri Lanka”. International Journal of Science and Research (IJSR). Volume 6. Issue 6. P. 635-638.

Malik, Humaira Mansoor and Muhammad Mehtab Qureshi. (2016). “The Impact of Celebrity Endorsement on Consumer Buying Behavior”. Journal of Marketing and Consumer Research. Vol. 26. P. 112-127.

Mubarok, Dadan Abdul Aziz. (2016). “Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen (Studi pada Konsumen Mahasiswa Kelas Reguler Sore STIE INABA Bandung)”. Jurnal Indonesia Membangun. Vol. 3. No. 1. P. 1-16.

Munggaran, Aria Putra dan Elvira Azis. (2015). “Pengaruh Endorser Credibility Terhadap Minat Beli Konsumen”. e-Proceeding of Management.Vol. 2. No. 3. P. 2691-2698.

Prabowo, Yanuar Widi, Suharyono dan Sunarti. (2014). “Pengaruh Celebrity Endorser Terhadap Minat Beli (Survei pada Pengunjung 3Second Store di Jalan Soekarno Hatta Malang)”. Jurnal Administrasi Bisnis (JAB). Vol. 14. No. 2. P. 1-7.

Ratnasari, Ririn Tri dan Mastuti Aksa. (2011). Manajemen Pemasaran Jasa. Bogor: Ghalia Indonesia.

Sanusi, Anwar. (2014). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.

Sartika, Bahqrin dan Ign. Sukirno. (2014). “Pengaruh Kredibilitas Endorser Agnes Monica Dalam Iklan Kartu Prabayar Simpati Di Televisi Terhadap Minat Beli Konsumen”. Jurnal Modus. Vol. 26. No. 2. P. 145-156.

Sertoglu, Aysegul Ermec, Ozlem Catli And Sezer Korkmaz. (2014). “Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey”. International Review of Management and Marketing. Vol. 4. No. 1. P. 66-77.

Siregar, Syofian. (2013). Metode Penelitian Kuantitatif: Dilengkapi Perhitungan Manual & SPSS. Edisi Pertama. Cetakan ke 1. Jakarta: Kencana Prenada Media Group.

Sugiarto, Yustinus Sunny dan Hani Sirine. (2014). “Pengaruh Celebrity Endorser Terhadap Minat Beli Mie Sedaap ( Studi Kasus Pada Iklan Mie Sedaap Dengan Celebrity Endorser Edwin Lau )”. Jurnal Ekonomi dan Bisnis. Vol. 9. No. 17. P. 1-21.

Susanti, Agus dan Saino. (2014). “Pengaruh Penggunaan Tokoh Agama (Mamah Dedeh) Sebagai Celebrity Endorser Terhadap Minat Beli Produk Larutan Cap Kaki Tiga (Studi Pada Mahasiswa Fakultas Ekonomi UNESA)”. e-Journal. Vol. 2. No. 3. P. 84-87.

Tarigan, Eka Dewi Setia. (2016). “Pengaruh Gaya Hidup, Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik Wardah Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Medan Area Medan”. Jurnal Konsep Bisnis dan Manajemen. Vol. 3. No. 1. P. 47-61.

Tjiptono, Fandy. (2015). Strategi Pemasaran. Edisi 4. Yogyakarta: Andi.

Umar, Husein. 2013. Metode Penelitian untuk Skripsi dan Tesis Bisnis. Edisi Kedua. Cetakan Keduabelas. Jakarta: PT. Raja Grafindo Persada.

Widiastuti, Karolina dan Sunarti. (2017). “Pengaruh Persepsi Resiko, Kualitas, Harga, Dan Nilai Konsumen Wanita Muslim Terhadap Citra Merek Kosmetik Berlabel Halal (Survei Pada Konsumen Kosmetik Wardah Di Kota Malang)”. Jurnal Administrasi Bisnis (JAB). Vol. 51. No. 1. P. 130-137.

Wiryantari, Istri Chintya dan Tjok Gde Raka Sukawati. (2016). “Peran Persepsi Nilai Dalam Memediasi Pengaruh Kredibilitas Celebrity Endorser Pada Niat Beli Produk Kosmetik Wardah”. Jurnal Manajemen Unud. Vol. 5. No. 11. P. 7100-7127.

Yuniati, Mita dan Mein Kharnoli. (2014). “Faktor-Faktor Yang Mempengaruhi Minat Konsumen Terhadap Produk Rabbani”. e-Journal. Vol. 2. No. 3. P. 84-87.




DOI: https://doi.org/10.30874/comdev.2018.88

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Hendri Hermawan Adinugraha, Novitasari, Ahmad Hasan Asy’ari Ulama’i

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Lihat Statistik Jurnal Obsesi
View MyStat

Creative Commons License
Proceeding of Community Development is licensed under a Creative Commons Attribution 4.0 International License.

Google ScholarCrossref