PENGARUH KREDIBILITAS SELEBRITI TERHADAP MINAT BELI PRODUK TEH SIAP MINUM PADA DEWASA AWAL

Celebrities, especially those who appointed to promote certain products must have high credibility in order to effectively influence consumer purchase intentions and purchase decisions. Celebrity’s credibility is the ability of celebrities to convince consumers and create effective promotions to increase consumer purchases of certain products. Purchase intention is a measurable psychological drive in an individual to determine the possibility of someone buying a product/service. This study aims to examine the effect of celebrity’s credibility on purchase intention for ready-to-drink tea products in early adulthood. This study involves 436 participants consisting of 10 men and 426 women. This research uses quantitative research methods with sampling techniques that are non probability sampling. The measuring instruments used are The Source Credibility Scale (Ohanian, 1990) adapted by Stephanie et. al (2013), Purchase Intention Scale by Osei-frimpong (2019). The results of data analysis used a simple linear regression technique whose regression equation was Celebrity’s Credibility = 3,416 + 0,623 Purchase Intention, R2 = 38,7% with p = 0,000 < 0,05. These results indicate that celebrity’s credibility affects purchase intention with a determination (R2) 38,7. In other words, the celebrity’s credibility influences purchase intention in ready-to-drink tea products for early adulthood. Selebriti, terutama yang ditunjuk untuk mempromosikan produk tertentu harus memiliki kredibilitas yang tinggi agar dapat dengan efektif memengaruhi minat beli konsumen. Kredibilitas selebriti merupakan kemampuan selebriti untuk meyakinkan konsumen dan membuat promosi yang dilakukan efektif untuk meningkatkan pembelian konsumen terhadap produk tertentu. Minat beli adalah dorongan psikologis pada individu yang dapat diukur untuk mengetahui kemungkinan seseorang untuk membeli suatu produk atau jasa. Penelitian ini bertujuan untuk menguji pengaruh kredibilitas selebriti terhadap minat beli produk teh siap minum pada dewasa awal. Penelitian ini melibatkan 436 partisipan yang terdiri dari 10 laki-laki dan 426 perempuan.Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik sampling yaitu non probability sampling. Alat ukur yang digunakan adalah The Source Credibility Scale (Ohanian, 1990) yang diadaptasi oleh Stephanie et.al (2013) dan Purchase Intention Scale oleh Osei-frimpong (2019). Hasil analisis data menggunakan teknik regresi linear sederhana yang persamaan regresinya yaitu Kredibilitas Selebriti = 3,416 + 0,623 Minat Beli, R2=38,7% dengan p = 0,000 < 0,05. Hasil ini menunjukkan bahwa kredibilitas selebriti mempengaruhi minat beli dengan determinasi (R2) sebesar 38,7. Dengan kata lain, kredibilitas selebriti mempengaruhi minat beli produk teh siap minum pada dewasa awal.

The Role of Chinese EMI Teachers’ Clarity and Credibility in Fostering Students’ Academic Engagement and Willingness to Attend Classes

Given the fact that students’ absence and disengagement are among the major challenges that teachers experience in educational contexts, investigating factors contributing to students’ academic engagement and willingness to attend classes is of high importance. These challenges are more common in English as a medium of instruction (EMI) classes wherein students are usually not skilled enough to participate in academic tasks and activities. Accordingly, the present study probed into the role of Chinese EMI teachers’ clarity and credibility in fostering students’ academic engagement and willingness to attend classes. In doing so, the E-version of Teacher Clarity Short Inventory, Source Credibility Scale, Utrecht Work Engagement Scale for Students, and Willingness to Attend Classes Questionnaire was virtually distributed among 832 Chinese college students. Performing correlational analyses, strong associations were found between teachers’ clarity and credibility and students’ academic engagement and willingness to attend classes. To assess the power of Chinese EMI teachers’ clarity and credibility in predicting students’ academic engagement and willingness to attend classes, structural equation modeling (SEM) was employed. The results of SEM analysis illuminated that both teacher clarity and credibility are strong predictors of students’ academic engagement and willingness to attend classes. The implications of the findings are also discussed.

The Joint Effect of Scientific Knowledge and Photographic Evidence on Expert Witness Credibility

The present study examines the role of scientific and photographic evidence on mock jurors’ perceptions of witness credibility and whether adding such details to an expert witness’s slideshow increases the credibility of that testimony. To assess credibility, 128 undergraduate students were divided across 4 research groups. The students reviewed narrated slideshows of Human Factors expert witness testimony and used the Witness Credibility Scale (Brodsky et al., 2010) to quantify the credibility of that testimony. We hypothesized that adding scientific data and photographs would lead to an increase in perceived credibility. Final results indicate that scientific data did generate a statistically significant increase in perceived credibility, specifically concerning the knowledge and trustworthiness of the witness. Conversely, the inclusion of images did not produce a statistically significant effect on perceived credibility. The results of this study demonstrate that including specialized scientific information in an expert witness’s testimony affects jurors’ overall perception of credibility of the witness.

Critical Qualitative Research and Impact in the Public Sphere

Critical qualitative research is at a troubled juncture. Web 2.0 has stimulated an appetite for Big Data across the policy community that maps to quantitative research, less to qualitative work. Evidence-based policy places qualitative research at the bottom of the scientific credibility scale. A lurch to the hard Right in the political world marginalizes critical research and sets back the indigenous and alienated, with whom many qualitative researchers most naturally ally. Qualitative research has a long tradition of impact in the policy world. Current trends are set against that tradition to take stock of where we are now.

Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention

The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 380 participants. This study tries to explore the influence of celebrity credibility on consumers’ brand attitude and advertisement attitude. Subsequently, the influence of brand attitude and advertisement attitude on consumers’ purchase intention is studied. The study reveals celebrity credibility has a significant influence on consumers’ attitude towards the brand and advertisement, also in the case of purchase intention; both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence. The present study supports the celebrity credibility scale items of Singh and Banerjee (2018). The overall effect of celebrity credibility is positively significant with other constructs; this proves that the scale items are robust and relevant in clarifying celebrity credibility properly.

Charisma as an attribute of transformational leaders: what about credibility?

Purpose The purpose of this paper is to propose a conceptual model describing potential relationships among transformational leadership, charisma, credibility and organizational performance. Design/methodology/approach This paper is conceptual, based on a review of current transformational leadership, charisma and credibility literature. Findings The authors present a model where credibility is an antecedent of transformational leadership; transformational leadership has a positive effect on organizational performance; and charisma positively moderates the relationship between transformational leadership and organizational performance. Research limitations/implications A model to integrate credibility into transformational leadership research is proposed. Practical implications This paper considers credibility as an important attribute of transformational leadership, and thus credibility may have significant implications for practitioners in leadership development strategies. Originality/value Currently, there is a lack of research on the role of credibility in leadership. The authors discuss the importance of measuring leader credibility and generating a credibility scale.