The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 1

Year of Publication : 2021

Authors : I Gusti Ayu Artisca Yulia, Ni Wayan Ekawati

10.14445/23939125/IJEMS-V8I1P102

How to Cite?

I Gusti Ayu Artisca Yulia, Ni Wayan Ekawati, "The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 1, pp. 13-22, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I1P102

Abstract:

This study aims to examine the effect of celebrity endorsers, brand image, and EWOM on Shopee user loyalty and the role of brand image mediation. This study's population was all Shopee users in Denpasar City who had already shopped at the Shopee marketplace. The number of research samples used was 150 respondents based on purposive sampling and carried out by distributing questionnaires in the google form. This research uses descriptive and inferential analysis techniques using SMARTPLS 3.0. The results showed that the credibility of celebrity endorsers had a positive and insignificant effect on brand image. EWOM has a positive and significant effect on brand image. The credibility of celebrity endorsers has a positive and significant effect on customer loyalty. EWOM has a positive and significant effect on customer loyalty. Brand image is not able to mediate the effect of celebrity endorser credibility on customer loyalty. Brand image mediates the influence of EWOM on customer loyalty positively and significantly.

Keywords:

celebrity endorser, EWOM, brand image, customer loyalty

References:

[1] Agnihotri, A., Bhattacharya, S., dan Satya, P.K.V. Are Multiple Brand Endorsements Economically Effective?. Journal of Product & Brand Management, Emerald Publishing Limited ISSN 1061-0421.
[2] Ahmad, A., Idris, I., Mason, C., and Chow, S. K.. The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers. International Journal of Financial Research, 10(5) (2019).
[3] Andrianto, N. F., dan Sutrasmawati, E. Pengaruh Celebrity Endorser dan Brand Image pada Proses Keputusan Pembelian. Management Analysis Journal, 5(2) (2016).
[4] Anggi, V. F., & Soesanto, H. Analisis Pengaruh Daya Tarik Iklan dan Selebriti Endorser Pada Promo Ada Aqua Terhadap Minat Beli AMDK Merek Aqua Dengan Citra Merek Sebagai Variabel Intervening. Diponegoro Journal Of Management,5(3), (2016) 1-14.
[5] Anggraeni, M., dan Kurniawati, R. . Pengaruh Celebrity Endorser dan Persepsi Kualitas Melalui Citra Merek Terhadap Loyalitas. Jurnal Kalibrasi: 17(1) (2019).
[6] Apriyani, Tri. Pengaruh E-Commmerce Terhadap Pertumbuhan Ekonomi Indonesia. (serial online), [cited 2020 Sept. 3]. Available from: URL: https://www.suara.com/yoursay/2020/02/10/162614/pengaruh-marketplace.(2020)
[7] Bramantya, Y.B., dan Jatra, M. 2016. Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Yamaha Jupiter Mx di Kota Denpasar. E-Jurnal Manajemen Unud, 5(3) , (2016) 1745-1771,
[8] Buhalis, D., Lopez, E.P., dan Martinez-Gonzalez, J.A.. Influence of Young Consumers, External and Internal Variables on Their Eloyalty to Tourism Sites. Journal of Destination Marketing & Management, 15 (2020) 100409.
[9] Chan, K., Ng, Y.L., dan Luk, E.K.. Impact of Celebrity Endorsement in Advertising on Brand Image Among Chinese Adolescents. Emerald Group Publishing Limited, 14 (2) (2013) 167-179.
[10] Chen, Y.S., Hung, S.T., Wang, T.Y., Huang, A.F. dan Liao, Y.W. The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image. Sustainability, 9 (4)(2017) 654.
[11] Choi, S. M., and Rifon, N. J.. It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology and Marketing, 29(9) (2012)639–650.
[12] El-said, O. Ahmed. Impact of Online Reviews on Hotel Booking Intention: The Moderating Role of Brand Image, Star Category, and Price. Tourism Management Perspectives, Vol. 33, January 2020.
[13] Espinosa, J.A., Ortinau, D.J., Krey, N., dan Monahan, L. I’ll Have The Usual: How Restaurant Brand Image, Loyalty, and Satisfaction Keep Customers Coming Back. Journal of Product & Brand Management, Emerald Publishing Limited, 2018.
[14] Fensi, Fabianus., dan Christian, Michael. Determinan Citra Merek Pada Iklan Produk Gawai , Vivo, Berdasarkan Aspek “Celebrity Endorser”. Bricolage: Jurnal Magister Ilmu Komunikasi, 4(02) (2018) 163-179.
[15] Giao, Ha Nam Khanh., Vuongan, Bui Nhat., and Quana, Tran Nhu. 2020. The Influence of Website Quality on Consumer’s E-Loyalty Through The Mediating Role ff E-Trust and E-Satisfaction: An Evidence From Online Shopping in Vietnam. Uncertain Supply Chain Management 8 (2020) 351–370.
[16] Ishak, Asmi. Pengaruh Penggunaan Selebriti dalam Iklan Terhadap Minat Beli Konsumen. Jurnal Siasat Bisnis, 12(2) (2008) 71–88.
[17] Jain, V., and Roy, S. Understanding Meaning Transfer in Celebrity Endorsements: A Qualitative Exploration. Qualitative Market Research: An International Journal, 19 (3) (2016) 266-286.
[18] Hakimi, B.Y., Abedniya, A. and Zaeim, M.N. Investigate the Impact of Celebrity Endorsement on Brand Images. European Journal of Scientific Research, 58 (1)( 2011) 116-132.
[19] He, H., Zhu, W., Gouran, D., and Kolo, O. Moral Identity Centrality and Cause-Related Marketing: The Moderating Effects of Brand Social Responsibility Image and Emotional Brand Attachment. European Journal of Marketing, 50 (1/2) (2016) 236-259.
[20] Krishnamurthya, Anup., and Kumar, S. Ramesh. Electronic Word-Of-Mouth and The Brand Image: Exploring The Moderating Role of Involvement Through A Consumer Expectations Lens. Journal of Retailing and Consumer Services, 43 (2018) 149–156.
[21] Kim, S.S., Choe, J.Y.J. and Petrick, J.F. The Effect of Celebrity on Brand Awareness, Perceived Quality, Brand Image, Brand Loyalty, and Destination Attachment to A Literary Festival. Journal of Destination Marketing and Management, 9, (2018) 320-329.
[22] Kotler, Philip., and Keller, Kevin Lane. Marketing Managemen. 15th Edition, London: Pearson Education Kudeshia, C., and Kumar, A. 2017. Social EWOM: Does it Affect The Brand Attitude and Purchase Intention of Brands?. Management Research Review, 40 (3) (2016)
310-330.
[23] Latif, W.B., Islam, M. A., Mohamad, M., Sikder, M. A. H. and Ahmed, I. A Conceptual Framework of Brand Image on Customer-Based Brand Equity in The Hospitality Industry at Bangladesh: Tourism Management and Advertisement as Moderators. Journal of Tourism Management Research, 2(11) (2015) 1-16.
[24] Lini, Annis Kiswa., dan Nurcahya, I Ketut.. Pengaruh Celebrity Endorser, Brand Image, dan Kepercayaan Pelanggan terhadap Keputusan Pembelian Sepeda Motor Honda Vario di Kota Denpasar. E-Jurnal Manajemen Unud,.3(6) (2014).\
[25] Loei, F. W., Lapian, S. L. H. V. J., and Tumiwa, J. Analyzing The Effect of Celebrity Endorsement and Brand Credibility on Brand Loyalty (A Study on Nike Shoes in Manado). Jurnal Berkala Ilmiah Efisiensi, 16 (03)(2016).
[26] Maulina, Novia., Sapurno., Andayani, Nurita., dan Laksmitawati, Dian Ratih. 2019. Pengaruh Electronic Word of Mouth (e-WOM) dan Brand Image Terhadap Keputusan Pembelian Produk Immunomodulator (Penelitian di Wilayah DKI Jakarta). Jurnal Farmasi Indonesia, 11(2).
[27] Molinillo, Sebastian., Anaya-Sáncheza, Rafael., and Liébana-Cabanillasb, Francisco. 2019. Analyzing the Effect of Social Support and Community Factors on Customer Engagement and Its Impact on Loyalty Behaviors Toward Social Commerce Websites. Elsevier Science Direct, 108 ( 2020) 105980.
[28] Muis, M. R., Gultom, D. K., Jufrizen, dan Azhar, M. E. Model Elektronik Word of Mouth: Citra Destinasi, Kepuasan dan Loyalitas Wisatawan. Jurnal Ilmiah Manajemen dan Bisnis, 21(1) (2020) 1-19.
[29] Nyadzayo, Munyaradzi W., and Khajehzadeh, Saman. The Antecedents of Customer Loyalty: A Moderated Mediation Model of Customer Relationship Management Quality and Brand Image. Journal of Retailing and Consumer Services, 30(2015) 262–270.
[30] Nwitambu, Bright ZorBari., and Kalu, Sylva Ezema. Celebrity Endorsement and Customer Loyalty in the Telecommunications Industry in Port Harcourt. International Journal of Managerial Studies and Research (IJMSR), 5(9) (2017) 57-71.
[31] Omoregie, Osaretin Kayode., Addae, John Agyekum., Coffie, Stanley., Ampong, George Oppong Appiagyei., Ofori, Kwame Simple.. Factors Influencing Consumer Loyalty: Evidence From The Ghanaian Retail Banking Industry. International Journal of Bank Marketing, Emerald Publishing Limited,(2019) ISNN 0265-2323.
[32] Ozkan, Pinar., Süer, Seda., Keser, İstem Köymen., and Kocakoç, İpek Deveci. The Effect of Service Quality and Customer Satisfaction on Customer Loyalty. International Journal of Bank Marketing 38 (2) (2019) 384-405.
[33] Paludi, Salma. Analisis Pengaruh Electronic Word of Mouth (E-Wom) terhadap Citra Destinasi, Kepuasan Wisatawan, dan Loyalitas Destinasi Perkampungan Budaya Betawi (PBB) Setu Babakan Jakarta Selatan. Jurnal Ilmiah Ekonomi STEIN 11(1) (2016).
[34] Paramhita, A.A Sagung Ksanthi., dan Purnami, Ni Made. Peran Brand Awareness Memediasi Hubungan Kredibilitas Endorser dengan Online Purchase Intention Melalui Situs Belanja Online Bukalapak.com. UNEJ e-Proceeding, ISSN: 2686-0783.( 2018).
[35] Park, Tiwa. 2019. How does Information Acceptance Model predict Customer Loyalty? A Study from the Perspective of Ewom Information. The Bottom Line, 33(1) , (2020) 60-73, Emerald Publishing Limited: 0888-045X.
[36] Putra, Sang Putu Angga Mahendra. Pengaruh E-WOM Terhadap Citra Destinasi, Kepuasan dan Loyalitas (Studi pada kunjungan wisatawan di DIY). Journal of Universitas Atma Jaya Yogyakarta, 29 (2) (2017) 201-218.
[37] Putra, Made Caesar Surya Dwi Putra., dan Ekawati, Ni Wayan. 2017. Pengaruh Inovasi Produk, Harga, Citra Merek dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa. E-Jurnal Manajemen Unud, 6 (3) (2017) 1674-1700.
[38] Putra, Made Adi Putra., dan Warmika, I Gede Ketut. Pengaruh Kredibilitas Bintang Iklan dan Kredibilitas Merek Terhadap Loyalitas Pengguna Sepeda Motor Yamaha. E-Jurnal Manajemen Unud, 3(8) (2014).
[39] Rahyuda, I Ketut. Metodologi Penelitian. Denpasar: Udayana University Press. (2017).
[40] Royan, Frans M. Marketing Celebrities. Edisi Pertama. Jakarta: PT. Elex Media Komputindo. 2005.
[41] Savitri, N. W. Pengaruh Celebrity Endorser Dan Iklan Melalui Media Televisi Terhadap Minat Beli Pada Tokopedia Di Denpasar. E-Journal Manajemen Unud, 6 (8), (2017) 4214-4239.
[42] Serra, A., and Salvi, F. New Consumer Behavior: A Review of Research on eWOM and Hotels. International Journal of Hospitality Management, 36 (2014) 41-51.
[43] Shimp, Terence A., and Andrews, J Craig. Advertising, Promotion, and Other Aspects of Integrated Marketing Communication, 9th Edition. USA: Cengage Learning. 2013.
[44] Song, G. F., Chaipoopiratana, S., & Combs, H.. A study of Chinese advertising practitioner’s perspectives on the selection of celebrity endorsers. Journal of Business and Behavioral Sciences, 19(1) (2008) 17-32.
[45] Sugiyono. Metode Penelitian Kualitatif: Untuk Penelitian yang Bersifat: Eksploratif, Enterpretif, Interaktif, dan Konstruktif. Bandung: Alfabeta. 2017.
[46] Sulaiman, F. Persaingan Ketat, Pelaku Marketplace Dituntut Inovatif. (serial online), [cited 2020 Sept. 29]. Available from: URL: https://www. wartaekonomi.co.id/read221123/persaingan-ketat-pelaku-marketplace- dituntut-inovatif. 2019.
[47] Suwandi., Sularso, Andi., dan Suroso, Imam. 2015. Pengaruh Kualitas Layanan, Harga dan Citra Merek Terhadap Kepuasan dan Loyalitas Pelanggan Pos Ekspres di Kantor Pos Bondowoso dan Situbondo. Jurnal Ekonomi Akuntansi dan Manajemen, 14(1) ISSN: 2459-9816.
[48] Syarizka, Deandra. Gelar 9.9 Super Shopping Day, Transaksi Shopee Naik 3 Kali Lipat. (serial online), [cited 2020 Jul. 29]. Available from: URL: https://teknologi.bisnis.com/read/20190911/266/1147029/gelar-9.9-super-shopping-day-transaksi-shopee-naik-3-kali-lipat. 2019.
[49] Takaya, Rownlan. 2017. The Effect of Celebrity Endorsement on Brand Image and Trust Brand and its Impact on Purchase Intention Case Study: Oppo
[50] Tariq, N., A. Imtiaz, dan Q. E. Abbas. Impact of Celebrity Endorsement on Brand Image and Customers’ Purchase Intention A Case of Pakistani Customers. International Journal of Economics Management Studies (SSRG-IJEMS). 5 (10) (2018) 25-29 Smartphone. Business and Entrepreneurial Review, Vol.17, No.2, October 2017, E-ISSN: 2252-4614, Page: 183-196.
[51] Tharakan, Philiph Sam., Michael, Ardra C., Babu, Libina., and Pius, Ashish C. 2019. Impact of Celebrity Endorsement on Brand Image, A Study on Cosmetic Industry. International Research Journal of Commerce and Law, 6(11) (2019).
[52] Tjiptono, Fandy. Brand Management & Strategy. Yogyakarta: Andi. 2015.
[53] Tomida, Merinda., dan Satrio, Budhi.. Pengaruh Harga dan Citra Merek Terhadap Loyalitas Pelanggan Produk Footwear Yongki Komaladi. Jurnal Ilmu dan Riset Manajemen, 5(7) (2016) , ISSN: 2461-0593.
[54] Utama, I P. H. B., dan Giantari, I G. A. K. Peran Citra Destinasi Memediasi Pengaruh E-Wom terhadap Niat Berkunjung Kembali Wisatawan (Studi Pada Obyek Wisata Taman Edelweis Bali). E-Jurnal Manajemen, 9(4) (2020).
[55] Widagdo, P. B. Analisis Perkembangan Marketplace Dalam Mendorong Pertumbuhan Ekonomi Wilayah di Indonesia. (serial online), [cited 2020 Sept. 29]. Available from: URL: https://www.researchgate.net/publication/ .308318863_Analisis_Perkembangan_Marketplace_Dalam_Mendorong_ Pertumbuhan_Ekonomi_Wilayah_di_Indonesia. 2018.
[56] Widjaja, Anastasia, Andrea. 2015. The Impact of L'Oréal Paris Fall Repair‘s Celebrity Endorsement towards Consumer Purchase Intention with Brand Image as a Mediating Variable. iBuss Management, Vol. 3, No. 2, (2015) 214-221.
[57] Zakari, Mariama., Dogbe, Courage Simon Kofi., and Asante, Collins. 2019. Effect of Celebrity Endorsement on Telecommunication Companies Reputation, The Moderating Role of Celebrity Characteristics. Management Research Review 42 (12) 1297-1314, Emerald Publishing Limited 2040-8269.
[58] Zhang, Y. The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3 (1) (2015).
[59] Zhao, Y., Kou, G., Peng, Y., and Chen, Y. Understanding Influence Power of Opinion Leaders in Marketplace Networks: An Opinion Dynamics Theory Perspective. Information Sciences, 426 (2018) 131-147.