PENGARUH IKLAN DIGITAL FACEBOOK DAN ENDORSEMENT SELEBRITI TERHADAP MINAT PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI MEDIASI (STUDI KASUS YOURTEA)
DOI:
https://doi.org/10.56244/manners.v7i2.816Keywords:
dukungan selebriti, iklan digital Facebook, kesadaran merek, minat beli, YourTeaAbstract
Pengelolaan Penelitian ini berfokus pada analisis dampak strategi pemasaran, khususnya dukungan
selebriti dan iklan digital di Facebook, terhadap minat beli minuman YourTea di Indonesia, dengan
kesadaran merek sebagai variabel mediasi. Pendekatan kuantitatif digunakan, dengan melakukan
survei di kalangan konsumen melalui Google Forms di Indonesia. Analisis mengungkapkan bahwa
dukungan selebriti tidak berpengaruh signifikan terhadap kesadaran merek, ditunjukkan oleh nilai p
sebesar 0.346, yang mengindikasikan pengaruh minimal dari dukungan selebriti dalam
meningkatkan kesadaran merek. Sebaliknya, iklan digital melalui Facebook menunjukkan dampak
signifikan terhadap kesadaran merek, dengan nilai p mendekati nol, yang mengonfirmasi efektivitas
strategi iklan digital dalam meningkatkan kesadaran merek. Selain itu, kesadaran merek terbukti
berpengaruh signifikan terhadap minat beli, dibuktikan dengan nilai p sebesar nol, yang menyoroti
peran penting kesadaran merek dalam mempengaruhi keputusan pembelian. Sementara itu, baik
dukungan selebriti maupun iklan digital di Facebook memiliki efek langsung yang kurang signifikan
terhadap minat beli, dengan nilai p masing-masing sebesar 0.288 dan 0.107. Namun, analisis efek
tidak langsung menunjukkan bahwa kesadaran merek secara signifikan memediasi pengaruh iklan
digital di Facebook terhadap minat beli, dengan nilai p sebesar nol, yang menekankan pentingnya
meningkatkan kesadaran merek dalam strategi pemasaran. Efek mediasi kesadaran merek terhadap
pengaruh dukungan selebriti terhadap minat beli, di sisi lain, tidak menunjukkan bukti yang
signifikan. Temuan ini memberikan wawasan strategis bagi perusahaan dalam merancang kampanye
pemasaran yang lebih efektif untuk meningkatkan kesadaran merek dan minat beli produk YourTea
di pasar Indonesia.
Kata kunci: dukungan selebriti, iklan digital Facebook, kesadaran merek, minat beli, YourTea.
Downloads
References
Ali, O., Osmanaj, V., Kwiatek, P., Alryalat,
M., Chimhundu, R., & Dwivedi, Y. K.
(2023). The impact of technological
innovation on marketing: individuals,
organizations and environment: a
systematic review. Economic
Research- Ekonomska Istraživanja,
36(3).
https://doi.org/10.1080/1331677X.202
3.2210661
Ali, S. A. (2023). Electronic Advertising
and Its Usage in Digital World (pp.
39–52). https://doi.org/10.1007/978-3-
031- 17746-0_4
Ambroise, L., & Albert, N. (2020).
Celebrity endorsement: Conceptual
clarifications, critical review, and
future research perspectives.
Recherche et Applications En
Marketing (English Edition), 35(2),
97–122.
https://doi.org/10.1177/205157071987
6 198
Cuong, D. T., & Khoi, B. H. (2022).
Empirical Research on the Impact of
Brand Awareness on Brand Loyalty:
The Mediating Role of Brand Image
(pp. 423–433).
Dwivedi, Y. K., dkk (2021). Setting the
future of digital and social media
marketing research: Perspectives and
research propositions. International
Journal of Information Management,
59, 102168.
Dwivedi, Y. K., dkk. (2023). Social Media
Adoption, Usage And Impact In
Business-To-Business (B2B) Context:
A State-Of-The-Art Literature
Review. Information Systems
Frontiers, 25(3), 971–993.
Dwivedi, Y. K., Ismagilova, E., Rana, N.
P., & Raman, R. (2023b). Social Media
Adoption, Usage and Impact In
Business-To-Business (B2B) Context:
A State-Of-The-Art Literature
Review. Information Systems
Frontiers, 25(3), 971–993.
Erdfelder, E., dkk. (2009). Statistical power
analyses using G*Power 3.1: Tests for
correlation and regression analyses.
Behavior Research Methods, 41(4),
1149–1160.
https://doi.org/10.3758/BRM.41.4.114
9
Hair, J. F., Hult, G. T. M., Ringle, C. M.,
Sarstedt, M., Danks, N. P., & Ray, S.
(2021). An Introduction to Structural
EquationModeling (pp. 1–29).
https://doi.org/10.1007/978-3-030-
80519-7_1
Ho Nguyen, H., Nguyen-Viet, B., Hoang
Nguyen, Y. T., & Hoang Le, T. (2022).
Understanding online purchase
intention: the mediating role of
attitude towards advertising. Cogent
Business & Management, 9(1).
Inayatulloh. (2022). Manajemen Risiko dan
Audit Sistem Infomasi. Universitas
Terbuka.
Jun, M., dkk. (2023a). When is celebrity
endorsement effective? Exploring the
role of celebrity endorsers in
enhancing key brand associations.
Journal of Business Research, 164,
113951.
Jun, M., dkk. (2023). When is celebrity
endorsement effective? Exploring the
role of celebrity endorsers in
enhancing key brand associations.
Journal of Business Research, 164,
113951.
https://doi.org/10.1016/j.jbusres.2023.
1 13951
Kemp, S. (2024). DIGITAL 2024:
INDONESIA.
Knoll, J., & Matthes,J. (2017).
The effectiveness of celebrity
endorsements: a meta-analysis.
Journal of the Academy of Marketing
Science, 45(1), 55–75.
Kotler, P. (2020). Marketing and Value
Creation. Journal of Creating Value,
6(1), 10–11.
Kraus, S., Jones, P., Kailer, N., Weinmann,
A., Chaparro-Banegas, N., & RoigTierno, N. (2021). Digital
Transformation: An Overview of the
Current State of the Art of Research.
SAGE Open, 11(3),
215824402110475.
Lee, H., & Cho, C.-H. (2020). Digital
advertising: present and future
prospects. International Journal of
Advertising, 39(3), 332–341.
https://doi.org/10.1080/02650487.201
9. 1642015
Maulana, A. (2022). Manajemen Strategik
(Edisi 3). Universitas Terbuka.
Osei-Frimpong, K., Donkor, G., & OwusuFrimpong, N. (2019a). The Impact of
Celebrity Endorsement on Consumer
Purchase Intention: An Emerging
Market Perspective. Journal of
Marketing Theory and Practice, 27(1),
103–121.
Osei-Frimpong, K., Donkor, G., & OwusuFrimpong, N. (2019b). The Impact of
Celebrity Endorsement on Consumer
Purchase Intention: An Emerging
Market Perspective. Journal of
Marketing Theory and Practice, 27(1),
103–121.
Osei-Frimpong, K., Donkor, G., & OwusuFrimpong, N. (2019c). The Impact of
Celebrity Endorsement on Consumer
Purchase Intention: An Emerging
Market Perspective. Journal of
Marketing Theory and Practice, 27(1),
103–121.
Oteh, O. U., Oloveze, A. O., Emeruem, O.
L., & Ahaiwe, E. O. (2023). Celebrity
endorsement in African context:
TEARS model approach. Revista de
Gestão, 30(4), 334–347.
Rodriguez-Sanchez, C., & Sellers-Rubio, R.
(2020). Sustainability in the Beverage
Industry: A Research Agenda from the
Demand Side. Sustainability, 13(1),
186.
Shahbaznezhad, H., Dolan, R., &
Rashidirad, M. (2021). The Role of
Social Media Content Format and
Platform in Users’ Engagement
Behavior. Journal of Interactive
Marketing, 53, 47–65.
Subawa, N. S., Basmantra, I. N., Utami, N.
P. R., & Mimaki, C. A. (2024).
Leveraging Social Media Marketing
and Brand Awareness for Enhancing
Purchase Intention in the Food and
Beverage Industry Post-COVID-19
(pp. 384– 393).
https://doi.org/10.1007/978-3- 031-
53998-5_33
Suwatno. (2020). Studi Literatur
Manajemen Pemasaran. Universitas
Terbuka.
Winarto, B. F. (2019). Manajemen
Pemasaran (Edisi 2). Universitas
Terbuka.
