scholarly journals The Effect of Green Brand Image, Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product

2021 ◽  
Author(s):  
Cynthia Darlius ◽  
Keni Keni
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Green Product ◽  
Celebrity Endorsement ◽  
Green Advertising

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

scholarly journals ECO-FRIENDLY CONSUMERS IN THE FOURTH INDUSTRIAL REVOLUTION: ACADEMIC SOCIETY, GREEN CUSTOMERS, AND ECO LABELLING

2018 ◽  
Vol 1 (2) ◽  
pp. 91-106
Author(s):  
Yanti Budiasih
Keyword(s):  
Purchase Intention ◽  
Negative Influence ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Green Product ◽  
Green Advertising ◽  
Green Packaging ◽  
Significant Positive Influence

This analytical descriptive research aims to find out the relationship between the investigated variables. These variables had been previously tested hence this study made several modifications. The   data  consisted  of   primary   data  and  involved   150   students   of  Ahmad   Dahlan   Economics School  as the  respondents.  The  research variables  were divided  into  exogenous  variables (i.e.,  eco  labeling,   eco  knowledge, green  product,   green  packaging  and   green  advertising)   and endogenous  variables (i.e.,  purchase  intention  and green  customer).  The  data analysis  technique was the Partial Least Square (PLS) by using SmartPls software. Based on the results of hypothesis testing, it can be concluded that: eco-knowledge has a significant negative influence on purchase intention; eco-knowledge has a significant negative influence on green customers; eco-labeling has a significant positive influence on purchase intention; eco-labeling has a significant negative influence on green customer; green product has a  significant positive influence on purchase intention; green product has a significant positive influence on green customer; green packaging has an insignificant influence on purchase intention; green packaging has an insignificant influence on green customer; green advertising has a significant negative influence on purchase intention; green advertising has a significant positive influence on green customer; and purchase intention has a significant positive influence on green customer.

Social Media Celebrity Endorsement, Brand Image, and Brand Differentiation in Purchase Intention--Model

2020 ◽  
Author(s):  
Matthias Fink ◽  
Monika Koller ◽  
Johannes Gartner ◽  
Arne Floh ◽  
Rainer Harms
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Celebrity Endorsement ◽  
Brand Differentiation

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

scholarly journals THE EFFECT OF CELEBRITY ENDORSMENT ON BRAND IMAGE AND TRUST BRAND AND IT'S IMPACT TO PURCHASEINTENTION CASE STUDY: OPPO SMARTPHONE

2019 ◽  
Vol 17 (2) ◽  
pp. 183
Author(s):  
Rowlan Takaya
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Trust ◽  
Celebrity Endorsement ◽  
Future Studies ◽  
Confirmatory Factor ◽  
Test Use ◽  
Program Version

<p><em>The problem of this research investigates the importance of celebrity endorsment onThe brand image and brand trust towards of purchase intention on Oppo smartphone.The objectives of this research was analyzed the effect of celebrity endorsement to brand image, the effect of celebrity endorsement to brand trust, the effect brand image to purchase intention, the effect brand trust to purchase intention and the effect celebrity endorsement to purchase intention.</em></p><p><em>The methodology of this research was survey research, where the instrument of this research is questioner. The population of this research is the citizen of Jakarta who knows the smartphone Oppo products. A sample of this research is 150 respondents using purposive sampling methode. Validity test of the instrument use Confirmatory Factor Analysis and the reliabilitas test use Alpha Cronbach technique. The methode analised with AMOS program version 22.0</em></p><p><em>Finding and contribution in this research was celebrity endorsment positively affects the brand image and brand trust, brand image and brand trust positivily affects to purchase intention. Credibility is considered the most important characteristic of a brand and is a key focus of this research.</em></p><p><em>Research limitations/ implication in this research was this research used a smartphone product to test the model and I collected data only from Jakarta. Such. A direct recommendation is that future studies should be conducted using a broarder consumer sampel to achieve generalizability and in another country may yield different result.</em></p>

scholarly journals Pengaruh Celebrity Endorsement terhadap Purchase Intention melalui Brand Image sebagai Variabel Intervening

2019 ◽  
Vol 16 (01) ◽  
pp. 175-193
Author(s):  
Megayani Megayani ◽  
Ellen Marlina
Keyword(s):  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Brand Image ◽  
Research Purpose ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Strategy Research ◽  
Modeling Analysis

The research purpose is to analyzed impact celebrity endorsement to purchase intention throught brand image as intervening variable on Geprek Ayam Bensu in East Jakarta. The strategy research used explanatory research and association research. The population is customers Geprek Ayam Bensu in East Jakarta and using sample as much 117 respondent. Method used quantitative research. The analyzing technique use structural equation modeling analysis. The result research is: (1) celebrity endorsement not have impact significant to purchase intention. (2) brand image have impact significant to purchase intention. (3) celebrity endorsement have impact significant to brand image.

scholarly journals The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention

2020 ◽  
Vol 27 (2) ◽  
pp. 60
Author(s):  
Soraya Tsamara Adiba ◽  
Agus Suroso ◽  
Nur Choirul Afif
Keyword(s):  
Hypothesis Testing ◽  
Purchase Intention ◽  
Brand Image ◽  
The Other ◽  
Celebrity Endorsement ◽  
Other Hand ◽  
Negative Effect ◽  
Positive Effect

Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage. On the other hand, celebrity match-up has a negative effect on brand image.Finally, brand image has a positive effect on purchase intention

scholarly journals PENGARUH PERSEPSI GREEN PRODUCT DAN GREEN BRAND IMAGE TERHADAP MINAT BELI RUMAH RAMAH LINGKUNGAN PADA GENERASI Y DI SURABAYA

PERFORMA ◽  
2021 ◽  
Vol 4 (3) ◽  
pp. 394-405
Author(s):  
Citra Ridho Atmando
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Green Product

Artha Baswara Semesta adalah perusahaan yang bergerak di bidang industri kontraktor Artha Baswara Semesta sudah bekerja sama dengan PT. SAS Bangun Istana selaku developer dan Jasa Marga untuk pembangunan rumah yang berlokasi di Sidoarjo. Tren eco-friendly pada tahun 2019 ini mulai berkembang. Trend eco-friendly direspon positif di berbagai kalangan, terutama pada generasi atau generasi milenial. Generasi Y bersedia membeli produk eco-friendly karena kepedulian terhadap lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh green product dan green brand image terhadap minat beli rumah ramah lingkungan pada generasi Y di Surabaya. Penelitian ini adalah kuantitatif yang menggunakan metode pengumpulan data berupa kuesioner dengan skala likert. Populasi yang digunakan adalah generasi Y di Surabaya yang berjumlah 1.530.217 orang. Sampel yang digunakan sebanyak 100 orang dengan menggunakan purposive sampling.Penelitian ini menggunakan regresi liniear berganda. Hasil dari penelitian ini adalah green product tidak berpengaruh signifikan terhadap keputusan pembelian rumah ramah lingkungan di Surabaya dan green brand image menunjukkan pengaruh signifikan terhadap minat beli rumah ramah lingkungan di Surabaya. Guna memaksimalkan minat beli generasi Y di Surabaya, brand image rumah eco-friendly layaknya digunakan pada perumahan, dan green product sendiri mendukung adanya produk ramah lingkungan dari sebuah perumahan yang menggunakan branding eco-friendly. Kata kunci: green product, green brand image, green purchase intention

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