Abstract :

Celebrity social media endorsement has become a popular marketing strategy over the last decade. However, it is not always effective in the consumer purchase decision process. Sometimes, it brings adverse effects to the brand and product due to the wrong selection of celebrity figures. and for MSME who have limited capital, it is very important to effectively choose celebrities on social media for endorsement so that marketing strategies carried out result in consumer purchase decisions. Therefore, this research aimed to investigate three variables that related to celebrity social media endorsement but had the most significant influence on purchase decisions. Among others: expertise, trustworthiness, and attractiveness so it can be used by marketers or MSME as an insight. This research used a quantitative method to collect the data; there were 205 respondents as a sample. The data will be analyzed with inner and outer models and calculated with PLS statistics. The findings revealed that all variables, including expertise, trustworthiness, and attractiveness, have a positive influence on purchase decisions. However, it is only trustworthiness and attractiveness that have significant influence, with the p-values of trustworthiness (0.042  0.050) and a coefficient obtained of 0.175, which means they have a positive and significant influence also p-values of attractiveness (0.000  0.050) with a coefficient obtained of 0,647, which means a positive and significant influence and expertise had an insignificant influence on purchase decisions with p-values (0.843 > 0.050) and a coefficient of 0.014, which means it had a positive and insignificant influence on purchase decisions. This research has come to the conclusion that MSME may consider applying celebrity social media endorsements to their campaigns, but they must take into account the variables that have a significant influence on the purchase decision. Particularly attractiveness, which had the most significant influence.

---

Keywords :

Attractiveness, Celebrity endorsement, Expertise, Purchase Decision., Trustworthiness

---

References :

1. Abdillah, W, dan Hartono, J. (2009). Konsep dan Aplikasi PLS (Partial Least Square) Untuk Penelitian Empiris. Yogyakarta: Badan Penerbit Fakultas Ekonomi.
2. Agrawal, J., dan Kamakura, W.A. (1995). The Economic Worth of Celebrity Endorsers: An Event Study Analysis. Journal of Marketing, Vol. 59 (July 1995), hal.56-62
3. Ahmed, N., Farooq, O., & Iqbal, J. (2014). Credibility of Celebrity Endorsement and Buying Intentions an  Evidence from  Students  of  Islamabad,  International  Letters  of Social and Humanistic Sciences, 20, 1 -13
4. Ahmed, R. R., Seedan, S. K., Ahuja, M. K., & Paryani, S. k. (2015). impact of celebrity endorsement on consumer buying behavior. journal of marketing and consumer research, 12-20.
5. Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., Lal, B., & Williams, M. D. (2015). Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust. Journal of Financial Services Marketing, 20(2), 145–157.
6. Amos, C, Holmes, G., and Strutton, D. (2008), Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size International Journal of Advertising, 27(2), 209-234.
7. Amstrong, & Kotler. (2010). Principles Of Marketing (13rd ed.). New Jersey: Upper Sadle River: Person Prentice Hall.
8. (2010). Analysis of the Influence of Celebrity Endorsement on Brand Image on Purchase Decisions. Case Study: Peter Says Denim. University of Indonesia. Journal of Universitas Brawijaya.
9. (2022, Desember 28). Survey Profil Internet Indonesia 2022. Retrieved on January 13, 2023, from https://apjii.or.id/gudang-data/standar
10. (2023, May 15). Survey Profil Internet Indonesia 2022. Retrieved on January 13, 2023, from https://s.id/surveiapjii2023
11. Arikunto, S. 2002. Metodologi Penelitian Suatu Pendekatan Proposal. Jakarta: PT. Rineka Cipta.
12. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555.
13. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. Retrieved from https://doi.org/10.1037/0022-3514.51.6.1173
14. Bhatt, N., Jayswal, R., & Patel, J. (2013). Impact of Celebrity Endorser’s Source Credibility on Attitude Towards  Advertisements  and    South  Asian  Journal  of  Management, 20(4), 74-95.
15. Boston, C. G (2022). Powering Up a post-pandemic rebound for MSMEs thrugh digital transformation. Telkom Indonesia
16. Boyd, T and Shank, M (2004). “Athletes as Product Endorsers: The Effect of Gender and Product Relatedness,” Sport Market-ing Quarterly, 13(2), 82-93
17. Camp, W. G. (2001). Formulating and Evaluating Theoretical Frameworks for Career and Technical Education Research. Journal of Vocational Educational Research, 26, 27-39. https://doi.org/10.5328/JVER26.1.4
18. Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2015). Digital business and E-commerce management : strategy, implementation and practice (6th ed.). http://digilibfeb.ub.ac.id/opac/detail-opac?id=61
19. Chan, K., Ng, Y., & Luk, E. (2013). Impact of celebrity endorsement in advertising on brand image among  Chinese    HKBU  Department  of  Communication  Studies Journa, 14(2), 167 -179
20. Chaniotakis, I., E. Lymperopoulus,C. and Soureli,M. 2010. Consumers intention of buying own label premium food product. Journal of product and brand management. Vol 19 (5). pp. 327-334.
21. Choi, S. M, and Rifon, N. J., (2012), ” it is a match: The Impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness”, psychology & marketing, vol. 29, no.9, PP. 639-650.
22. Crocker, Linda & Algina, James. (1986). Introduction to Classical and Modern Test Theory. Forth Worth: Holt, Rinehart, and Winston Inc.
23. Cunningham, Nicole, and Laura F. Bright (2012),“The Tweetis in Your Court: Measuring Attitude Towards AthleteEndorsements in Social Media.”International Journal ofIntegrated Marketing Communications, 4 (2), 73–87.
24. Dantes, Nyoman. (2012). Metode Penelitian. Yogyakarta: ANDI
25. Erdogan, B. (1999). Celebrity Endorsement: A Literature Review. Journal Of Marketing Management, 15(4), 291-314. http://dx.doi.org/10.1362/026725799784870379
26. Erdogan, Z. (1999).  Celebrity  Endorsement:  A  Literature  Review. Journal  of  Marketing Management, 15(4), 291-314. doi:10.1362/026725799784870379
27. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of advertising research, 41(3), 39-48.
28. Fandy, Tjiptono. 2016. Service, Quality & Satisfaction. Yogyakarta : Andi.
29. Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. Semarang: BP Universitas Diponegoro.
30. Fong, C. P. S., & Wyer, R. S., Jr. (2012). Consumers’ reactions to a celebrity endorser scandal. Psychology & Marketing, 29(11), 885–896. Retrieved from https://doi.org/10.1002/mar.20571
31. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. Retrieved from https://doi.org/10.2307/3151312
32. Ghozali, I, Hengky Latan. 2015. Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. SemarangHarnanto. 2017. Akuntansi Biaya: Sistem Biaya Historis. Yogyakarta: BPFE.
33. Ghozali, I. Hegky, Latan. 2012. Partial Least Square : Konsep, Teknik dan Aplikasi Smart PLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
34. Ghozali, Imam. 2009. Metode Penelitian. BP Universitas diponegoro. Semarang.
35. Hair Jr., J.F., et al. (2014) Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26,106-121. Retrieved from https://doi.org/10.1108/EBR-10-2013-0128
36. Hapsari, E. D. (2022) Influence of Celebrity Endorsement on Purchase DecisionMaking. Journal of Multidisciplinary Issues 2(1) 19 – 26.
37. (2023). Social Media Trends 2023. Retrieved from https://www.hootsuite.com/research/social-trends/marketing ( 15 February 2023)
38. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. New Haven: Yale University Press.
39. Kahle, L. R., And Homer, P.M., (1985), “Physical Attractiveness Of The Celebrity Endorser: Asocial Adaptation Perspective”, Journal Of Concumer Research, Vol. 11, N0. 4, Pp. 954-961.
40. Kamen, Joseph, Abdul Azhari, and Juidth Kragh (1975), “What a Spokesman Does for a Sponsor,” Journal of Advertising Research, 15 (2), 17-24.
41. Kamins, M. A. 1990. An investigation of the match-up hypothesis in celebrity advertising: when beauty may be only skin deep. Journal of Advertising , 19 (1), 4-13.
42. Kaplan, A,M., & Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, Vol. 53 No. 1, pp. 59-68
43. Kardes, Frank, R., Cronley, Maria, L., & Cline, Thomas, W. (2011). Consumer behavior. Mason: South-Western Cengege Learning.
44. Kinnear, Thomas C. & Taylor, James R. 1995. Riset Pemasaran: Pendekatan Terpadu. Terjemahan. Edisi Ketiga. Jakarta: Airlangga.
45. Kotler, Keller. 2008. Manajemen Pemasaran. Jakarta : Erlangga
46. Kotler, P., & Keller, KL (2016). Marketing Management (Jersey, Ne). Pearson Pretice Hall, Inc.
47. Kementerian Koordinator bidang perkenomian RI. (2022) siaran pers: Perkembangan UMKM sebagai Critical EnginePerekonomian Nasional Terus Mendapatkan Dukungan Pemerintah. Retrieved from

https://www.ekon.go.id/publikasi/detail/4593/perkembangan-umkm-sebagai-critical-engine-perekonomian-nasional-terus-mendapatkan-dukungan-pemerintah (13 Juni 2023)

48. Licic, Jasmina & Webster, Cynthia M., 2011. “Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention,” Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
49. Maddux, J.E., & Rogers, R.W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: a case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235-244.
50. McCormick, K. 2016. Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45. https://doi.org/10.1016/j.jretconser.2016.05.012. 40 K. McCormick / Journal of Retailing and Consumer Services 32 (2016) 39–45.
51. McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal Of Consumer Research, 16(3), 310. Retrieved from http://dx.doi.org/10.1086/209217
52. Miller, G., And, Baseheart, J. (1969). “Source Thrustworthiness, Opinionated Statement, And Response To Persuasive Communications”. Speech Monograph.
53. Moleong, Lexy J. (2017). Metode Penelitian Kualitatif, cetakan ke-36, Bandung : PT. Remaja Rosdakarya Offset.
54. Neuman,   (2014).  Social  Research  Methods:  Qualitative  and  Quantitative  Approaches. Harlow: Pearson Education.
55. Ohanian, R. 1990. Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, And Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/ 00913367.1990.10673191.
56. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, Vol.19, No. 3, 39–52.
57. Rachbini, Widarto. 2018. “The Impact of Consumer Trust, Perceived Risk, Perceived Benefit on Purchase Intention and Purchase Decision”. International Journal of Advanced Research (IJAR) Vol.6 Issue 1, Periode Januari 2018.
58. Riley, J. 2012. Buyer behavior – The decision-making process. http://tutor2u.net/business/marketing/buying_decision_pr ocess.asp Accessed on 7 January 2015.
59. Ross, A Stephan. 1973. The Economic Theory Of Agency: The Principal’s Problem, American Economic Association, Vol. 63, No..2.
60. Sarwono, Jonathan. (2006), Metode Penelitian Kuantitatif &Kualitatif: Yogyakarta, Penerbit Graha Ilmu
61. Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th Edition, Wiley & Sons, West Sussex.
62. Shimp, Terence A, J. Craig Andrews. 2012. Advertising, Promotion, and other aspects of Integrated Marketing Communications. USA : South Western Educational Publishing.
63. Singer, B. D. (1983). The case for using ‘real people in advertising. Business Quarterly, 48(4), 32-37.
64. Snyder, H. (2019). Literature Review as a Research Methodology: An Overview and Guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
65. Solimun, Achmad, Adji. R. F, Nurjannah. 2017. Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. Malang : UB Press.
66. Solomon, R. Michael. 2004. Consumer Behavior, Buying, Having, and Being. 8th Edition. New Jersey: Prentice Hall.
67. Statistik, B. P. (2021). Survey E-Commerce 2021-2022. Retrieved from https://databoks.katadata.co.id/datapublish/2022/07/14/pemanfaatan-internet-oleh-pelaku-usaha-digital

68. Subhadip, Roy, Varsha Jain, and Pragati Rana. 2013. “The Moderating Role of Consumer Personality and Source Credibility in Celebrity Endorsements”. Asia Pasific Journal of Business. Vol. 5, No. 1, pp. 72-88.
69. (2011). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
70. (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta
71. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D, Cetakan ke-24. Bandung: Alfabeta.
72. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
73. Till, B.D. (1998), “Using celebrity endorsers effectively: lessons from associative learning”, Journal of Product & Brand Management, Vol. 7 No. 5, pp. 400-9.
74. Undang Undang Republik Indonesia Nomor 20 Tahun 2008 Tentang Usaha Mikro, Kecil dan Menengah.
75. Widodo, Iwan. 2013. The Influence of Celebrity Endorser on Purchasing Decisions of Honda Motorcycles. Journal of Management 9 (1).
76. Whiting, A., & Williams, D. (2013). Why People Use Social Media: A Uses and Gratifications Approach. Qualitative Market Research, 16, 362-369. https://doi.org/10.1108/QMR-06-2013-0041