The Effects Of Endorser Credibility, Attitude Toward To ADS, And Brand Attitude On Purchase Intention

  • Didit Darmawan Universitas Mayjen Sungkono Mojokerto
  • Rahayu Mardikaningsih Universitas Mayjen Sungkono Mojokerto
  • Mila Hariani Universitas Mayjen Sungkono Mojokerto

Abstract

Development of motorcycle industry in Indonesian was represent by four producer’ from Japan, such Honda, Suzuki, Yamaha, and Kawasaki. Each brand was known by society, but how would people perceived it. How celebrity endorsements affect consumer purchase decisions is studied extensively by marketing and social psychology researchers. This research will measure endorser credibility of one of motorcycle brand. This research also conducts to discuss the impact of endorser credibility on attitude toward to ad and also the impact of attitude toward to ad and brand attitude on consumers’ purchase intention. Researcher used path analysis with the AMOS program to calculate the effect of each variable to consumers’ purchase intention. It’s suggested that brand attitude would greater impact on consumers’ purchase intention compare to rather than attitude toward to ad. A model will be developed to describe these relationships.

References

Aaker, David A. 1991. Managing Brand Equity. The Free Press, New York

Cox, Dena S. & William B. Locander. 1987. “Product Novelty : Does it Moderate the Relationship Between Ad Atittudes and Brand Attitudes ?” Journal of Advertising, Vol.16 No.3, pp.39-44

Darmawan, Didit. 2003. “Mengukur Efektifitas Iklan”, Jurnal Bisnis, Ekonomi, dan Sosial, Edisi Juli, Vol.4, No.1, pp.105-119

Darmawan, Didit dan Erna Ferrinadewi. 2003. “Dampak Public Figure Sebagai Product Endorser Terhadap Niat Membeli Konsumen”, Media Komunikasi Ekonomi dan Manajemen, Edisi September, Vol.2, No.1, pp.27-33

Darmawan, Didit. 2012. “Pengaruh Strategi Pesan, Media Iklan, Endorser Dan Frekuensi Penayangan Terhadap Efektivitas Iklan”, Jurnal Ilmiah Merdeka Ekonomi, Edisi Maret, Vol. 1 No.2, pp. 185-194

French, Alan, & Gareth Smith. 2013. Measuring Brand Association Strenght: a Consumer Based Brand Equity Approach. Emerald Insight. European Journal of Marketing, Vol. 47 pp. 1356-1367

Goldberg, Marvin E. & Jon Hartwick. 1990. “The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness”, Journal of Consumer Research, Vol 17 (September), pp.172-179

Gupta, R. and Nawal Kishore and DPS Verma. 2015. Impact of Celebrity Endorsements on Consumers’ Purchase Intention: A Study of Indian Consumers. Australian Journal of Business and Management Research, 5(3), pp. 1–15.

Jin, S.and Phua, J. 2014. Following celebrities’ Tweets about Brands: The Impact of Twitter-based Electronic word-of-mouth on Consumers’ source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising, 43(2), 181e195.

Keller, Kevin Lane. 1993. “A Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing Research, Vol.29, pp. 1-22.

Keller, Kevin Lane. 2013. Strategic Brand Management: Building, Measuring,and Managing Brand Equity. Global Edition. Pearson.

Kim, Y. J. and Na, J. H. 2007. Effects of Celebrity Athlete Endorsement on Attitude Towards the Product: the Role of Credibility, Attractiveness and the Concept of Congruence. International Journal of Sports Marketing and Sponsorship. Emerald Group Publishing Limited, 8(4), pp. 23–33

Kudeshia, C. and Kumar, A. 2017. Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands?. Management Research Review, 40(3), pp. 310–330

Lafferty, Barbara & Ronald E. Goldsmith. 1999. “Coorporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High Versus a Low Credibility Endorser is Used in the Ad”, Journal of Business Research, Vol.44 (February), pp.109-116

Loudan, David L, Albert J. della Bitta. 1993. Consumer Behavior 4th Edition, New York : Mc Graw Hill

Malhotra, N. K. 2007. Marketing research: an applied orientation. 18th . Upper Saddle River, NJ, Pearson/Prentice Hall.

Martinez, Brian and Soyoung Kim. 2012. Predicting Purchase Intention for Private Sale Sites. Emeraldinsight.16(3):1361-202

Paul, Peter J. & Jerry C, Olson. 2010. Consumer Behavior and Marketing Strategy 9th ed, Mc. Graw Hill, New York

Petty, R., J. Cacioppo and D. Schumann. 1983. “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement”. Journal of Consumer Research, Vol.10, pp. 135-46.

Sallam, M. A. A., and Wahid, N. A. 2012. Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude, and Purchase Intention: The Mediating Role of Attitude toward Brand. International Business Research, 5(4), p. 55.

Shah, S. S. H., Aziz, J., Raza, J. A., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. 2012. The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4, 105-110

Taute, H. A.,et al. 2017. A Sequential Process of Brand Tribalism, Brand Pride, and Brand Attitude to Explain Purchase Intention: a Cross-Continent Replication Study. Journal of Product & Brand Management. Emerald Group Publishing Limited, 26(3), p. JPBM-08-2016-1289

Tong, Xiao & Jana M. 2009. Hawley Measuring Customer-Based Brand Equity: Empirical Evidence From the Sportswear Market in China. Emerald Insight. Journal of Product & Brand Management, Vol 18 Iss 4 pp. 262-271

Wang, S. W., Kao, G. H. Y., and Ngamsiriudom, W. 2017. Consumers’ attitude of Endorser Credibility, Brand, and Intention with Respect to Celebrity Endorsement of the Airline Sector. Journal of Air Transport Management, 60, pp. 10–17.

Published
2019-07-28
How to Cite
Darmawan, D., Mardikaningsih, R., & Hariani, M. (2019). The Effects Of Endorser Credibility, Attitude Toward To ADS, And Brand Attitude On Purchase Intention. RELASI : JURNAL EKONOMI, 15(2), 263-276. https://doi.org/10.31967/relasi.v15i2.311
Section
ECONOMIC