Examining NCT Dream’s Influence as a Celebrity Endorser on Consumer Purchase Intention: The Mediating Role of Brand Image
Article Sidebar
DOI:
Read Counter : 118
Download : 39
Main Article Content
Angelina Earlene Ave Maria
Angelita Nabeela Ave Maria
Adelina Proboyo
Abstract
Marketers globally are leveraging celebrity endorsers to boost their business, with many Indonesian companies turning to Korean celebrities as endorsers for their products. The aims of this study are to examines the impact of NCT Dream as a celebrity endorser on consumer purchase intention for Tos-Tos snacks. The effectiveness of the celebrity endorser will be evaluated using the TEARS model, which includes trustworthiness, expertise, attractiveness, respect, and similarity. Additionally, the study investigates the mediating role of brand image on the relationship between celebrity endorsement and purchase intention. This study employed a quantitative research method, utilizing questionnaires for data collection, and 100 respondents meeting the criteria were analyzed using statistical procedures. One hundred data from qualified respondents was collected via questionnaires distributed through simple random sampling. The results reveal significant relationships between respect and purchase intention and between brand image and purchase intention. Furthermore, an insignificant relationship happens between trustworthiness, expertise, attractiveness, and similarity and purchase intention. Lastly, the result also shows that brand image mediates the relationship between expertise and purchase intention.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Adiba, S. T., Suroso, A., and Afif, N. C. (2020). The effect of celebrity endorsement on brand image in determining purchase intention. Journal of Accounting, Business and Management (JABM), 27(2), 60–73.
Adnan, A., Jan, A., and Alam, W. (2017). Relationship between celebrity endorsements and consumer purchase intention. Abasyn Journal of Social Sciences, 10(2), 356–372.
Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product–match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations, 1(2), 21.
Ahmad, A. H., Idris, I., Mason, C., and Chow, S. K. (2019). 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), 54–65.
Aini, M. (2020). Efektivitas selebriti dalam menarik minat konsumen pada iklan shopee (studi kasus pada mahasiswa ilmu komunikasi uniska Banjarbaru). Universitas Islam Kalimantan MAB.
Akbar, R., MS, M., Pandjaitan., D. R. H. (2020). The mediating role of brand image in the effect of sales promotion, product quality, and celebrity endorser on purchase intention. Journal of University of Shanghai for Science and Technology, 22(10), 272–282.
Akramiah, N., Hastari, S., and Sari, I. M. (2021). The effect of brand ambassador and celebrity endorser on consumer purchase interest of Le Minerale on students faculty of Economics, Merdeka University, Pasuruan. Dinasti International Journal of Digital Business Management, 3(1), 65–73.
Alawadhi, R., and Örs, M. (2020). Effect of celebrity endorsement on consumers' purchase intention in the mediation effect of brand image. Journal of Business Research–Turk, 12(1), 454–468.
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R. and Al–Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374.
Angelopulo, G., Plessis, C., Plessis, D. (2007). A conceptual framework of corporate online communication: a marketing public relations (MPR) perspective.
Ardhiyansyah, A., Maharani, D. P., Sari, S. P., and Mansur, U. (2021). K–pop marketing tactics that build fanatical behavior. Nusantara Science and Technology Proceedings, 66–70.
Assael, H. (2001). Consumer behavior and marketing action. Thomson and Learning: Boston.
Atkin, C. and Block, M. (1983) Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57–61.
Balaw, P. Y. P, and Susan, M. (2022). The effect of brand image and brand trust on brand loyalty in PERSIB. Jurnal Riset Bisnis dan Manajemen, 15(2), 99–102.
Belch, G. E. and Belch, M. A. (2001). Advertising and promotion: an integrated marketing communications perspective (5th ed.). Boston: McGraw–Hill.
Belch, G. E., and Belch, M. A. (2003). Advertising and Promotion, An Integrated Marketing Communication Perspective (6th ed.). New York: McGraw Hill.
Berjani, B., and Strufe, T. (2011). A recommendation system for spots in location–based online social networks. Proceedings of the 4th Workshop on Social Network Systems, Salzburg, Austria.
Bilgin, Y. (2018), The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal, 6(1), 128–148.
Biswas, S., Hussain, M., and O’Donnell, K. (2009) Celebrity endorsements in advertisements and consumer perceptions: A cross–cultural study. Journal of Global Marketing, 22(2), 121–137.
Braunsberger, K. (1996). The effects of source and product characteristics on persuasion. Arlington, TX: Doctoral dissertation, University of Texas at Arlington.
Bryman, A. and Bell, E. (2019). Social research methods (5th ed.). Oxford University Press.
Bryne, A., Whitehead, M. and Breen, S. (2003) The naked truth of celebrity endorsement. British Food Journal, 105(4), 288–296.
Calvo-Porral, C., Rivaroli, S., and Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 2224.
Carrillat, F., O’Rourke, A.–M., and Plourde, C. (2019). Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial. Journal of Marketing Management, 35(13–14), 1193–1213.
Chaddha, P., Agarwal, B., and Zareen, A. (2021). Investigating the effect of the credibility of celebrity endorsement on the intent of consumers to buy digital wallets in India. Indian Journal of Economics and Business, 20(1). 63–79.
Chan, K., Leung Ng, Y., and Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179.
Chan, T. J., Selvakumaran, D., Idris, I., and Adzharuddin, N. A. (2021). The influence of celebrity endorser characteristics on brand image: a case study of vivo. SEARCH Journal of Media and Communication Research. 13(3), 19–34.
Chen, L., Chen, G., Ma, S., and Wang, S. (2022). Idol worship: how does it influence fan consumers’ brand loyalty?. Frontiers in Psychology, 13.
Chi, H., Yeh, H. R., and Tsai, Y. C. (2011). The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser. Journal of international management studies, 6(1), 1-6.
Chung, S. and Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology of Marketing, 34(4), 481–495.
Cialdini, R. B. (2007). Influence: The psychology of persuasion (Vol. 55, p. 339). New York: Collins.
CNN Indonesia. (2022). Indonesia jadi negara dengan K–Poper terbesar di Twitter.
Cohen, J. E. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Cohen, M. S., Freeman, J. T., and Thompson, B. (1998). Critical thinking skills in tactical decision making: A model and a training strategy.
Creswell, J. W. and Creswell, J. D. (2023). Research design: qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Databoks (2022). Ini Industri dengan belanja iklan terbesar pada semester I tahun 2022.
Dewi, L. G. P. S., Oei, S. J., and Siagian, H. (2020). The effect of brand ambassador, brand image, and brand awareness on purchase decision of pantene shampoo in Surabaya, Indonesia. Doctoral dissertation, EDP Sciences.
Dobni, D., and Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. ACR North American Advances, 17, 229-235.
Dom, S. M., Ramli, H. S., Chin, A. L., and Fern, T. T. (2016). Determinants of the effectiveness of celebrity endorsement in advertisement. The Journal of Developing Areas, 50(5), 525–535.
Dua Kelinci. (n.d.). https://duakelinci.com/brand/produk/3/tostos.
Dwivedi, A. (2016). Celebrity endorsements, self–brand connection and relationship quality. International Journal of Advertising, 35(3), 486–503.
Dwivedi, A., and Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 36–42.
Elberse, A., and Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149–165.
Erdogan, B. Zafer. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management, 15(4). 291–314.
Erfgen, C., Zenker, S., and Sattler, H. (2015). The vampire effect: when do celebrity endorsers harm brand recall?. International Journal of Research in Marketing, 32(2), 155–163.
Faizal, T. A., Naziman, Y. H., and Samat, M. F. (2019). Celebrity endorser and consumer buying intention in Kelantan. International Journal of Academic Research in Business and Social Sciences, 9(9).
Febrian, A., and Fadly, M. (2021). Brand trust as celebrity endorser marketing moderator’s role. Jurnal Aplikasi Manajemen, 19(1), 207–216.
Febriati, I. G. A. U., and Respati, N. N. R. (2020). The effect of endorser credibility and product quality mediated by brand image on purchase intention. American Journal of Humanities and Social Sciences Research, 4(3), 464–470.
Ferdinand, A. T. (2006). Metode penelitian manajemen: pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Fink, J. S., Cunningham, G B., and Kensicki, L.J,. (2004). Utilizing athletes as endorsers to sell women’s sport: Attractiveness versus expertise. Journal of Sport Management, 18(4). 350–367.
Fitriani, D., Udayana, I. B. N., and Hutami, L. T. H. (2023). The effect of influencer attractiveness and expertise on increasing purchase intention with brand image as an intervening variable. Journal of Management and Islamic Finance, 3(1), 62–76.
Fitrianto, E., Daud, I., and Nailis, W. (2018). Types of endorsers and its effect on consumer behavior of convenience goods (case study: student in Palembang, Indonesia). Jurnal Manajemen dan Bisnis Sriwijaya, 15(4), 197–207.
Freeman, K. S., and Chen, C. C. (2015). Wither the impact of celebrity endorsement. Online Journal of Communication and Media Technologies. 213–237.
García–Conde, M. G., Marín, L., and Maya, S. R. D. (2020). Effective social marketing to improve parental intentions giving more fruits and vegetables to children. Sustainability, 12(19), 7968.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE.
Hakimi, B. Y., Abedniya, A., and Zaeim, M. N. (2011). Investigate the impact of celebrity endorsement on brand images. European Journal of Scientific Research, 58. 116–132.
Hani, Safi and Marwan, Azouri and Andre, Azouri. (2018). The effect of celebrity endorsement on consumer behavior: case of the Lebanese jewelry industry. Arab Economic and Business Journal, 13(2), 190–196.
Hartono, J. and Dewi, I. C. (2019). The impact of advertising towards brand image and purchase intention: the case study of mataharimall.com. Review of Management and Entrepreneurship, 3(1), 47–76.
Hung, C.J. (2018). A Study on the Correlation among Brand Image, Perceived Risk, and Purchase Intention in Food and Beverage Industry. Revista de Cercetare si Interventie Sociala, 61. 122–133.
Ing, P., and Furuoka, F. (2007). An examination of the celebrity endorsers’ characteristics and their relationship with the image of consumer products. Unitar E–Journal, 3(2), 27–41.
Iskandar, F. A., Laksmi, Irawati, I., and Wijayanti, L. (2024). Perilaku informasi penggemar grup k-pop NCT Dream di media sosial Twitter. Berkala Ilmu Perpustakaan dan Informasi, 20(1), 62–74.
Jamil, R. A., and Hassan, S. R. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 1–8.
Jessica, J., Hermeindito, H., and Henryanto, A. G. (2024). Influence of brand image, perceived price, and word-of-mouth on purchase intention of lunio design products. Review of Management and Entrepreneurship, 8(1), 44–55.
Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15–24.
Kahle, L. R., and Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), 954.
Kaicsy. (2021). Kai X Gucci epilogue collection items sold–out on its official launch day! Allkpop.
Kang, M. Y., Choi, Y., and Choi, J. (2019). The effect of celebrity endorsement on sustainable firm value: Evidence from the Korean telecommunications industry. International Journal of Advertising, 38(4), 563–576.
Karasiewicz, G., and Kowalczuk, M. (2014). Effect of celebrity endorsement in advertising activities by product type. International Journal of Management and Economics, 44(1). 74–91.
Kazmi, A., and Mehmood, Q.S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6(7), 499–508.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer–based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K.L. (2008). Strategic brand management: building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, NJ, Pearson Prentice Hall.
Khan, M. M., Memon, Z. and Kumar, S. (2019). Celebrity endorsement and purchase intentions: the role of perceived quality and brand loyalty. Market Forces College of Management Sciences, 14(2). 99–120.
Khrisnanda, H. R. R., and Dirgantara, I. M. B. (2021). The effect of brand awareness, brand image, and brand credibility on oppo mobile phone brand product purchase intention. Diponegoro Journal of Management, 10(2). 1–10.
Kirmani, A. and Zeithaml, V. (1993). Advertising, perceived quality and brand image. In: D. A. Aaker and A. L. Biel (Eds), Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, 1, 19.
Kleck, R. E., Richardson S. A., and Ronald L. (1974). Physical appearance cues and interpersonal attraction in children. Child Development, 45(2), 305–310.
Kompas. (2023). Kolaborasi TosTos x NCT Dream.
Kotler, P. (2001). A framework for marketing management. Prentice–Hall, Upper Saddle River, NJ, USA.
Kotler, P., and Keller, K. L. (2016). Marketing management global edition (15th ed.). Pearson Education Limited.
Koththagoda, K. C., and Weerasiri, S. (2017). Celebrity endorsement and purchase intention of telecommunication industry in Sri Lanka. International Journal of Science and Research, 6(6).
Lee, Y., and Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: the interaction effect between athlete endorser–product congruence and endorser credibility. Journal of Sport Management, 29(5), 523–538.
Liu, M. T., Huang, Y., and Jiang, M. H. (2007) Relations among attractiveness of endorsers, match– up and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358–365.
Luckyto, S. P. (2022, December 17). NCTZEN Indonesia lebih dekat dengan NCT. Jatim Times.
Magnini, P.V., Honeycutt, E. D., and Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57–69.
Malik, M., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., and Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117–122.
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.
Memon, B., Arif, H., and Aslam, M. F. (2016). Impact of brand recall on customer purchase intention. Journal of Marketing and Consumer Research, 25.
Miller, A. G. (1970). The role of physical attractiveness in impression formation. Psychometric Science, 19. 241–243.
Mirabi, V., Akbariyeh, H., Tahmasebifard H. (2015). A study of factors affecting on customers purchase intention case study: the agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 2(1), 267–273.
Mukherjee, D. (2011). Impact of celebrity endorsements on brand image. SSRN Electronic Journal.
Nabil, M., Khaled, H., Taher, H., Ayman, M., and Ashoush, N. (2022). Celebrity endorsement and its impact on purchase intention of luxurious brands. The Business and Management Review, 13(2), 285–296.
Nadila, A.P. and Windasari, N.A. (2022). Analyzing the influence of Korean celebrities as brand ambassadors toward customer loyalty in Indonesia. International Journal of Current Science Research and Review, 15(2), 4808–4818.
NCT Daily. (2020). Halo! Indonesian School. YouTube.
Nelson, O. (2010) Celebrity advertising and its effectiveness on brand loyalty. Interdisciplinary Journal of Contemporary Research in Business, 1(9), 70–87.
Nelson, O., and Deborah, A. (2017). Celebrity endorsement influence on brand credibility: A critical review of previous studies. Online Journal of Communication and Media Technologies, 7(1), 15–32.
O’Mahony, S. and Meenaghan, T. (1997) The impact of celebrity endorsements. Irish Marketing Review; Dublin, 10(2), 15–24.
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.
Onu, C. A., Nwaulune, J., Adegbola, E. A.,, and Nnorom, G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: a study on Nigerian consumers. Management Science Letters, 9, 1965–1976.
Oteh, O. U., Oloveze, A. O., Emeruem, O. L., and Ahaiwe, E. O. (2023). Celebrity endorsement in African context: TEARS model approach. Revista de Gestão, 30(4), 334–347.
Paul, J. (2018). Toward a ’masstige’ theory and strategy for marketing. European Journal of International Management, 12(5), 722–745.
Pramesti, E. V. and Wenerda, I. (2023). Utilization of @NCTDreamINA X autobase account as interaction media among NCT Dream fans in Indonesia. Proceedings Symposium of Literature, Culture, and Communication (SYLECTION), 3(1), 1022–1030.
Priester, J. R., and Petty, R. E. (2003) The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness. Journal of Consumer Psychology, 13(4), 408–421.
Ranjbarian, B., Shekarchizade, Z., and Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399–407.
Raza, M.A., Ahad, M.A., Shafqat, M.A., Aurangzaib, M. and Rizwan, M. (2014). The determinants of purchase intention towards counterfeit mobile phones in Pakistan. Journal of Public Administration and Governance, 4(3), 1.
Sari, A. Z., Saprini, S., Asbania, D., Lidia, Latama, Y., Maya, P. K., Ruqayyah, A. S., Lathifah, N. I., Bella, A. A., and Saputra, J. (2022). The influence of the world of K-Popers on lifestle of students of UIN Raden Fatah Palembang. Indonesian Journal of Multidisciplinary Sciences (IJoMS), 1(2), 212–218.
Savitri, C., Hurriyati, R., Wibowo, L. A., and Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192.
Shah, S. S. H., Aziz, J. A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., and Sherazi., S. K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105–110.
Shimp, T. A. (2003). Advertising, promotion and supplemental aspects of integrated marketing communications (6th ed.). Mason, OH: Thomson South–Western.
Shimp, T. A. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communication (7th ed.). Mason, Ohio: South–Western Cengage Learning.
Shrestha, S. K. (2019). Celebrity endorsement and purchase intention: a structural equation modeling approach. Management Dynamics, 22(1), 35–46.
Siskhawati, L., and Maulana, H. A. (2021). The influence of brand ambassador and korean wave on purchase decision for neo coffee products. Jurnal Ekonomi Dan Bisnis, 24(1), 1–7.
Silvera, D. H., and Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21.
Surentang, E.V. (2023). The efectiveness of using Blackpink as a celebrity endorser in the launch of the #oreoblackpink product on the @oreo_indonesia Instagram account. Journal of Content and Management, 1(2), 133–151.
Suryakrisna, A. and Susanti, C. E. (2024). The influence of attractiveness and expertise of influencers towards purchase intention mediated by brand image in the Erigo clothing line brand in Indonesia. Technium Social Sciences Journal, 53, 259–279.
Till, B. D., and Busler, M. (2000). The match–up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
Tridayanti, F., and Nurfebiaraning, S. (2022). Pengaruh NCT Dream sebagai brand ambassador terhadap brand image produk mi instan Lemonilo pada generasi muda. Medium, 10(2), 67–80.
Wang, F. and Hariandja, E. S. (2016). The influence of brand ambassador on brand image and consumer purchasing decision: a case of Tous Les Jours in Indonesia. International Conference on Entrepreneurship.
Weinstein, M. (2021). 10 examples of social media celebrity endorsements that paid off big time.
White, D.W., Goddard, L. and Wilbur, N. (2009) The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail and Distribution Management, 37(4), 322–335.
Widyasari, S., Maskur, A., Santoso, I. H. (2024). Do we need a celebrity endorser? study based on source credibility model in intention to make investment. Review Management and Entrepreneurship (RME), 8(2), 211–221.
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31).
Wijaya, O. Y. A., Sulistiyani, S., Pudjowati, J., Kartikawati, T. S., Kurniasih, N., and Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word–of–mouth on purchase intention: An empirical study from Indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–23.
Zahaf, M., and Anderson, J. (2008). Causality effects between celebrity endorsement and the intentions to buy. Innovative marketing, 4(4).
Zakari, M., Dogbe, C. S., and Asante, C. (2019). Effect of celebrity endorsement on telecommunication companies’ reputation. Management Research Review, 42(12), 1297–1314.
Zhang, Yi. (2015). The impact of brand image on consumer behavior: a literature review. Open Journal of Business and Management, 3(1), 58–62.