The Influence of Celebrity Endorsers, Brand Image, and Quality of Service on Buying Decisions through Consumer Trust in Digital Video Streaming Service: A Case Study of Disney+ Hotstar
DOI:
https://doi.org/10.21009/ISC-BEAM.011.10Keywords:
brand image, quality of service, celebrity endorser, customer trust, buying decisionAbstract
The purpose of this study is to investigate the correlation between celebrity endorsers, brand image, quality of service, and consumer trust, and how they impact consumer buying decisions. The data for this research was collected via a GoogleForm questionnaire, and was shared through social media. The study was conducted over a period of one month, from October 19 to November 2, 2023. The research population consists of people residing in Jabodetabek who have used Disney's digital video streaming services for at least a month. The research methodology uses quantitative analysis with the Fornell-Larcker criterion, goodness of fit R-square, and hypothesis testing based on T statistics. The Smart PLS 4.0 application program was used for data analysis. The research conducted ten tests and hypotheses, out of which six tests showed a positive effect, while four other tests had no effect. The hypothesis tests were carried out to investigate the influence of brand image variables on buying decisions, quality of service on buying decisions, celebrity endorsers on consumer trust, and celebrity endorser variables on buying decisions through consumer trust. However, The results of the test indicate rejection of the hypothesis, suggesting that no significant effect was found between one variable and another. This research is expected to contribute to the development of knowledge in Marketing Management, especially for scientists interested in analyzing the relationship between celebrity endorsers, brand image, and quality of service on buying decisions through consumer trust.
References
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Shimp, T. A. (2003). Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15–37.
Sitorus, T., & Yustisia, M. (2018). The influence of service quality and customer trust toward customer loyalty: the role of customer satisfaction. International Journal for Quality Research, 12(3), 639.
Situmorang, I. L., Jushermi, J., & Marhadi, M. (2017). Pengaruh Kualitas Produk dan Iklan terhadap Citra Merek dan Keputusan Pembelian Produk Kecantikan Merek Pond's pada Remaja di Kota Pekanbaru (Doctoral dissertation, Riau University).
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Wulandari, D. R., & Surip, N. (2020). Analysis of the Effects of Product Quality, Promotion & Location on Loyalty Using Satisfaction As the Mediating Variable At Lottemart of Taman Surya Jakarta. Dinasti International Journal of Digital Business Management, 1(5), 709-724. https://doi.org/10.31933/dijdbm.v1i5.478
Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(1), 11-18.
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Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing, perceived service quality, consumer trust and online purchase intentions. Technology Reports of Kansai University, 62(10), 6265-6272.
Chin, W. W. (1998). The Partial Least Squares approach for Structural Equation Modeling. In G. A. Marcoulides (Ed.), Methodology for business and management. Modern methods for business research (pp. 295-336). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.
Erdalina, W. (2018). Pengaruh Kualitas Produk, Harga, dan Iklan Televisi terhadap Keputusan Pembelian Kosmetik Merek Citra Hand and Body Lotion di Pariaman. Menara Ilmu, 12(9).
Erlangga, H., & Erlangga, H. (2021). Did brand perceived quality, image product and place convenience influence customer loyalty through unique value proposition?. Journal of Contemporary Issues in Business and Government, 27(1), 2854-2867.
Faizal, T. A. T. M., Naziman, Y. H. N. M., & Samat, M. F. (2019). Celebrity endorser and consumer buying intention in Kelantan. International Journal of Academic Research in Business and Social Sciences, 9(9), 722-735. http://dx.doi.org/10.6007/IJARBSS/v9-i9/6362
Febriati, I. G. A. U., Uthami, G. A., & Respati, N. N. R. (2020). The effect of celebrity endorser credibility and product quality mediated by brand image on purchase intention. American Journal of Humanities and Social Sciences Research, 3, 464-470.
Fitriyana, F., Mustafid, M., & Suparti, S. (2013). Analisis Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada Online Shop Menggunakan Structural Equation Modeling. Jurnal Gaussian, 2(2), 99-108. https://doi.org/10.14710/j.gauss.2.2.99%20-%20108
Foster, B. (2016). Impact of brand image on purchasing decision on mineral water product "Amidis" (Case study on bintang trading company). American Research Journal of Humanities and Social Sciences, 2(1), 1-11.
Ghotbabadi, A. R., Feiz, S., & Baharun, R. (2015). Service quality measurements: A review. International Journal of Academic Research in business and social sciences, 5(2), 267-286. http://dx.doi.org/10.6007/IJARBSS/v5-i2/1484
Gifani, A., & Syahputra, S. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Oppo Pada Mahasiswa Universitas Telkom. Majalah Bisnis dan IPTEK, 10(2), 81-94.
Guenzi, P., Johnson, M. D., & Castaldo, S. (2009). A Comprehensive Model of Customer Trust in Two Retail Stores. Journal of Service Management, 20(3), 290–316.
Hidayat, R., Akhmad, S., & Machmud, M. (2015). Effects of service quality, customer trust and customer religious commitment on customers satisfaction and loyalty of Islamic
155| Pagebanks in East Java. Al-Iqtishad Journal of Islamic Economics, 7(2), 151-164. 10.15408/aiq.v7i2.1681Keller. L.K. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th Edition. England: Pearson Edu cation Limited
Keller Kevin, Kotler Philip, dkk. (2009). Marketing. Pearson. Prentice Hall. England.
Knight, J., Holdsworth, D., & Mather, D. (2007). Determinants of Trust in Imported Food Products : Perceptions of European Gatekeepers. British Food Journal, 109(10), 792–804. http://doi.org/10.1108/00070700710821331
Kodu, S. (2013). Harga, kualitas produk dan kualitas pelayanan pengaruhnya terhadap keputusan pembelian mobil Toyota avanza. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3). https://doi.org/10.35794/emba.1.3.2013.2536
Kotler, Philip dan Armstrong, Gary. (2001). Marketing: An Introduction, (Third Edition), New Jersey: Prentice Hal, Inc.
Kotler dan Keller, (2007). Manajemen Pemasaran, Edisi 12, Jilid 1, PT. Indeks, Jakarta.Kotler Philip, (2003), Marketing Management 12th Edition. Pearson, New Jersey.
Lesmana, R., & Ayu, S. D. (2019). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian kosmetik wardah PT Paragon Tehnology and Innovation. Jurnal Pemasaran Kompetitif, 2(3), 59-72.
Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421-428.
Lk, A. M. K., Arimbawa, I. G., & Damayanti, E. (2019, November). The influence of celebrity endorser, product quality and price on purchase decisions and customer satisfaction on vivo brand smartphones in Surabaya. In Journal of World Conference (JWC) (Vol. 1, No. 2, pp. 252-256). https://doi.org/10.29138/prd.v1i2.148
Lupiyoadi, R., (2001). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.Masato, E. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 188-199. https://doi.org/10.18502/kss.v5i8.9358
Natalia, L. (2014). Analisis Faktor Persepsi Yang Mempengaruhi Minat Konsumen Untuk Berbelanja Pada Giant Hypermarket Bekasi. Jurnal Manajemen, 13 (302), 1-11
Nauly, C., & Saryadi, S. (2021). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen (Studi Pada J. Co Donuts & Coffee Java Supermall Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(2), 974-983. https://doi.org/10.14710/jiab.2021.28800
Nuraini, A., & Maftukhah, I. (2015). Pengaruh celebrity endorser dan kualitas produk terhadap keputusan pembelian melalui citra merek pada kosmetik wardah di kota semarang. Management Analysis Journal, 4(2).Pangestu, Q. D., & Tranggono, D. (2022). Pengaruh Content Marketing Instagram Terhadap Brand Image Disney+ Hotstar Di Masa Pandemi Covid-19. Journal Signal, 10(1), 124-138. http://dx.doi.org/10.33603/signal.v10i01.7005
Pradana, M., & Reventiary, A. (2016). Pengaruh atribut produk terhadap keputusan pembelian sepatu merek Customade (studi di merek dagang Customade Indonesia). Jurnal Manajemen, 6(1). https://doi.org/10.26460/jm.v6i1.196
156| PagePurnomo, M., Permana, E., Qosasi, A., Febrian, A. F., & Miftahuddin, A. (2019). Entrepreneurial Orientation in Micro and Small Enterprises of Traditional Food Centers in Bandung, West Java. Binus Business Review, 10(3), 167-174. https://doi.org/10.21512/bbr.v10i3.5611
Puspita, Y. D., & Rahmawan, G. (2021). Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier. Jurnal Sinar Manajemen, 8(2), 98-104. https://doi.org/10.56338/jsm.v8i2.1644
Putra, G. P., Arifin, Z., & S. (2018). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian dan Dampaknya Terhadap Kepuasan Konsumen (Survei pada Mahasiswa Administrasi Bisnis Fakultas Ilmu Administrasi angkatan 2013 dan 2014 Universitas Brawijaya yang Melakukan Pembelian Paket Data Kampus). Clinical Genetics, 93(1), 78–83. https://doi.rg/10.1111/Cge.13031
Putra, P. Y., & Ningrum, S. (2019, February). The Influence of Celebrity Endorser, Brand Image, and Brand Trust on Consumer Purchasing Decisions of Nike Brand Sport Shoes In Surabaya. In Journal of World Conference (JWC)(Vol. 1, No. 1, pp. 208-218). https://doi.org/10.29138/prd.v1i1.61
Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus. Integrated Marketing. Jakarta: Gramedia Pustaka Utama.
Rashid, M. Z. A., Nallamuthu, J., & Sidin, S. M. (2002). Perceptions of advertising and celebrity endorsement in Malaysia. Asia Pacific Management Review, 7(4).
Rini, E. S., & Astuti, D. W. (2012). Pengaruh Agnes Monica sebagai celebrity endorser terhadap pembentukan brand image Honda Vario. BISMA: Jurnal Bisnis dan Manajemen, 6(1).
Rotinsulu, R. R., Ogi, I. W., & Loindong, S. S. (2022). Dampak Citra Merek Dan Celebrity Endorsment Lionel Messi Terhadap Kinerja Pemasaran Sepatu Futsal Adidas Di Mantos. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 1912-1921.
Sanditya, R. (2019). Hubungan celebrity endorser dengan keputusan pembelian produk pakaian pada konsumen secara online di media sosial instagram. Psikoborneo: Jurnal Ilmiah Psikologi, 7(1).
Shimp, T. A. (2003). Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15–37.
Sitorus, T., & Yustisia, M. (2018). The influence of service quality and customer trust toward customer loyalty: the role of customer satisfaction. International Journal for Quality Research, 12(3), 639.
Situmorang, I. L., Jushermi, J., & Marhadi, M. (2017). Pengaruh Kualitas Produk dan Iklan terhadap Citra Merek dan Keputusan Pembelian Produk Kecantikan Merek Pond's pada Remaja di Kota Pekanbaru (Doctoral dissertation, Riau University).
Stefani, S. (2013). Analisis Pengaruh Iklan Televisi, Celebrity Endorser, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian pada Produk Kosmetik Berlabel "Wardah" (Studi Kasus pada Mahasiswa UIN Syarif Hidayatullah Jakarta).
Tjiptono Fandy. (2008). Service Management, Mewujudkan Layanan Prima, Andy, YogyakartaWijayanto, I., & Iriani, S. S. (2013). Pengaruh citra merek terhadap loyalitas konsumen. Jurnal Ilmu Manajemen, 1(3), 910-918.
Wulandari, D. R., & Surip, N. (2020). Analysis of the Effects of Product Quality, Promotion & Location on Loyalty Using Satisfaction As the Mediating Variable At Lottemart of Taman Surya Jakarta. Dinasti International Journal of Digital Business Management, 1(5), 709-724. https://doi.org/10.31933/dijdbm.v1i5.478
Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(1), 11-18.
Zhang, R., Jun, M., & Palacios, S. (2023). M-shopping service quality dimensions and their effects on customer trust and loyalty: An empirical study. International Journal of Quality & Reliability Management, 40(1), 169-191. https://doi.org/10.1108/IJQRM-11-2020-0374
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Published
2024-02-17
How to Cite
Alya Chantika, Rosmalina, & Osly Usman. (2024). The Influence of Celebrity Endorsers, Brand Image, and Quality of Service on Buying Decisions through Consumer Trust in Digital Video Streaming Service: A Case Study of Disney+ Hotstar. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 144–157. https://doi.org/10.21009/ISC-BEAM.011.10
