The Role of Celebrity Endorsements, Electronic Word of Mouth, and Product Placement on Purchasing Decisions

Agus Purwanto; Rayyan Aqila Praditya

doi:10.7777/f421ct93

Authors

Agus Purwanto Aguspati Instituta, Indonesia Author
Rayyan Aqila Praditya Aguspati Instituta, Indonesia Author

DOI:

https://doi.org/10.7777/f421ct93

Keywords:

Celebrity Endorsement, Electronic Word Of Mouth, Product Placement and Decisions

Abstract

This research aims to determine the influence of Celebrity Endorsement, Electronic Word Of Mouth, and Product Placement on Purchasing Decisions. This research is quantitative research conducted on consumers. Sample this research consisted of 567 respondents who were determined using the purposive sampling method. Data collection in this research used a questionnaire instrument distributed via Google Forms. The data analysis technique uses path analysis with the partial least squares structural equation modeling (PLS-SEM) method with data processing tools using Smart-PLS 3.0 software. Questionnaire is closely designed, except for the questions/statements concerning the respondent’s identity, which is a semi-opened questionnaire. Every closed questions/statement, five answer options is given in Likert scale, which consist of: strongly agree (SA) with 5 scores, agree (A) with 4 scores, Neutral (N) with 3 scores, disagree (DA) with 2 scores, and strongly disagree (SDA) with 1 score. The method in data processing is by using PLS and SmartPLS 3.0 software as the tool. The results of the research show that Celebrity Endorsment, Electronic Word Of Mouth, and Product Placement have a positive effect and significant to Purchasing Decisions.

References

Bernarto, I., Hutabarat, Z., & Purwanto, A. (2023). The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers. International Journal of Artificial Intelligence Research, 6(1.1).

Chih, W. H., Wang, K. Y., Hsu, L. C., & Huang, S. C. (2013). Investigating electronic word-of-mouth effects on online discussion forums: The role of perceived positive electronic word-of-mouth review credibility. Cyberpsychology, Behavior, and Social Networking, 16(9), 658-668.

Gong, W. (2021). Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog. Asia Pacific Journal of Marketing and Logistics, 33(6), 1437-1454.

Phua, J., Lin, J. S. E., & Lim, D. J. (2018). Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram. Computers in Human Behavior, 84, 93-102.

Oscarius, A. P., Sulistiyani, S., Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & 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 consum e. International Journal of Data and Network Science, 5(3), 231-238.

Purwanto, A. (2022). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34-41. https://doi.org/10.7777/jiemar.v3i6.323

Purwanto, A., & Sudargini, Y. (2021). Exploring Factors Affecting the Purchase Intention of Halal Food Products: An Empirical Study on Student Consumers. International Journal of Social and Management Studies, 2(4), 13-21.

Su, B. C., Wu, L. W., Lin, H., & Lin, C. A. (2023). The mediating effect of herd behavior and brand attitude towards the impact of spokesman credibility, source fit, and online word-of-mouth on purchase intention. Sustainability, 15(1), 888.

Syahril, S., Sihotang, M., Hadinegoro, R., Sulastri, E., Rochmad, I., Cahyono, Y., & Purwanto, A. (2022). Hospitals Cusptomer e-loyalty: How The Role of e-service quality, e-recovery service quality and e-satisfaction?. UJoST-Universal Journal of Science and Technology, 1(1), 23-27.

Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Examining the impacts of electronic word-of-mouth message on consumers’ attitude. Journal of Computer Information Systems, 57(3), 238-251.

Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.

Amri, W. A. A., Asbari, M., Gazali, G., Novitasari, D., & PURWANTO, A. (2021). The effect of religiosity and service quality on job satisfaction: A case study of MSME employees. International Journal of Social and Management Studies, 2(1), 53-63.

Asbari, M., Purwanto, A., & Novitasari, D. (2022). Kepuasan Kerja Guru: Di antara Kepemimpinan Transformasional dan Transaksional. Jurnal Pendidikan Transformatif, 1(1), 7-12.

Asbari, M., Pramono, R., Kotamena, F., Liem, J., Sihite, O. B., Alamsyah, V. U., ... & Purwanto, A. (2020). Studi fenomenologi work-family conflict dalam kehidupan guru honorer wanita. Edumaspul: Jurnal Pendidikan, 4(1), 180-201.

Asbari, M., Hyun, C. C., Wijayanti, L. M., WINANTI, W., Fayzhall, M., & Putra, F. (2020). Hard Skills Dan Soft Skills: Apa Membangun Inovasi Guru Sekolah Islam?. Evaluasi: Jurnal Manajemen Pendidikan Islam, 4(1), 143-172.

Asbari, M., Hyun, C. C., Wijayanti, L. M., Imelda, D., Yanthy, E., & Purwanto, A. (2020). HARD SKILLS ATAU SOFT SKILLS: MANAKAH YANG LEBIH PENTING BAGI INOVASI GURU. Jurnal Edumaspul, 4, 01.

Asbari, M., Nurhayati, W., Purwanto, A., & Putra, F. (2020). Pengaruh Genetic Personality dan Authoritative Parenting Style terhadap Pendidikan Karakter di Aya Sophia Islamic School. Edumaspul: Jurnal Pendidikan, 4(1), 142-155.

Cahyono, Y., Purwanto, A., Azizah, F. N., & Wijoyo, H. (2020). Impact of service quality, university image and students satisfaction towards student loyalty: Evidence from Indonesian private universities. Journal of Critical Reviews, 7(19).

Bernarto, I., Purwanto, A., & Masman, R. R. (2022). The Effect Of Perceived Risk, Brand Image And Perceived Price Fairness On Customer Satisfaction. Jurnal Manajemen, 26(1), 35-50.

Desky, H., Mukhtasar, M., Istan, M., Ariesa, Y., Dewii, I. B. M., Fahlevi, M., ... & Purwanto, A. (2020). Did trilogy leadership style, organizational citizenship behaviour (OCB) and organizational commitment (OCO) influence financial performance? Evidence from pharmacy industries. Systematic Reviews in Pharmacy, 11(10), 297-305.

Fayzhall, M., Asbari, M., Purwanto, A., Goestjahjanti, F. S., Yuwono, T., Radita, F. R., ... & Suryani, P. (2020). Transformational versus Transactional Leadership: Manakah yang Mempengaruhi Kepuasan Kerja Guru. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 256-275.

Jannah, M., Fahlevi, M., Paulina, J., Nugroho, B. S., Purwanto, A., Subarkah, M. A., & Cahyono, Y. (2020). Effect of ISO 9001, ISO 45001 and ISO 14000 toward financial performance of Indonesian manufacturing. Systematic Reviews in Pharmacy, 11(10), 894-902.

Kasingku, J., & Sanger, A. H. F. (2023). Pengaruh pendidikan karakter terhadap moralitas remaja di era digital. Pendas: Jurnal Ilmiah Pendidikan Dasar, 8(2), 6096-6110.

Lusiani, M., Abidin, Z., Fitrianingsih, D., Yusnita, E., Adiwinata, D., Rachmaniah, D., ... & Purwanto, A. (2020). Effect of servant, digital and green leadership toward business performance: evidence from Indonesian manufacturing. Systematic Reviews in Pharmacy, 11.

Mulyana, Y., Chaeroni, N., Erlangga, H., Solahudin, M., Nurjaya, N., Sunarsi, D., ... & Purwanto, A. (2021). The influence of motivation, ability, organizational culture, work environment on teachers performance. Turkish Journal of Computer and Mathematics Education, 12(4), 99-108.

Purwanto, A., & Asbari, M. (2019). Influence of Implementation Chain of Custody Forest Management System FSC-STD-40-004 V3-0 to Business Performance of Paper Industries in Banten Indonesia. International Journal of Management and Humanities, 4(4), 32-36.

Purwanto, A. (2022). The Role of Digital Leadership, e-loyalty, e-service Quality and e-satisfaction of Indonesian E-commerce Online Shop. International Journal of Social and Management Studies, 3(5), 51-57.

Purwanto, A. (2022). How the role of digital marketing and brand image on food product purchase decisions? an empirical study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34-41.

Purwanto, A., Purba, J. T., Bernarto, I., & Sijabat, R. (2023). Investigating the role digital transformation and human resource management on the performance of the universities. International Journal of Data & Network Science, 7(4).

Prameswari, M., Asbari, M., Purwanto, A., Ong, F., Kusumaningsih, S. W., Mustikasiwi, A., ... & Sopa, A. (2020). The impacts of leadership and organizational culture on performance in indonesian public health: The mediating effects of innovative work behavior. International Journal of Control and Automation, 13(2), 216-227.

Quddus, A., Nugroho, B. S., Hakim, L., Ritaudin, M. S., Nurhasanah, E., Suarsa, A., ... & Sudargini, Y. (2020). Effect of ecological, servant dan digital leadership style influence university performance? evidence from indonesian universities. Systematic Reviews in Pharmacy, 11(10), 408-417.

Sudargini, Y., & Purwanto, A. (2020). Pendidikan pendekatan multikultural untuk membentuk karakter dan identitas nasional di era revolusi industri 4.0: a literature review. Journal of Industrial Engineering & Management Research, 1(3), 299-305.