EXPLORING THE INFLUENCE OF BRAND PERCEPTION, CELEBRITY ADVOCACY, AND USER FEEDBACK ON SKINCARE PRODUCT PURCHASE CHOICES

Authors

  • Catharina Clara Universitas Katolik Musi Chartas
  • Sharen Fernanda Marvin Universitas Katolik Musi Charitas
  • Ega Leovani Universitas Katolik Musi Charitas

DOI:

https://doi.org/10.32524/jkb.v22i2.1252

Keywords:

Brand Image, Celebrity Endorsement, Customer Review, Purchase Decision, Skincare Products

Abstract

This research aims to investigate how brand image, celebrity endorsements, and customer reviews on Instagram influence purchasing decisions specifically for facial brightening skincare products. The study targeted consumers with a history of purchasing facial brightening skincare items. Through purposive sampling, data were collected from 100 respondents using a questionnaire distributed via Google Forms. SPSS 24 software was then utilized for multiple linear regression analysis to test the proposed hypotheses. The findings indicate that brand image, celebrity endorsements, and customer reviews all have a positive influence on purchasing decisions related to skincare. Among these, customer reviews hold the strongest impact, underscoring the importance of managing online feedback and maintaining a positive brand reputation. Although brand image and celebrity endorsements contribute meaningfully to purchasing decisions, customer-generated content is the most influential driver of consumer behavior. This study makes a unique contribution by examining the combined impact of brand image, celebrity endorsements, and customer reviews on skincare purchasing decisions. This integrative approach provides a more comprehensive perspective on the factors influencing consumer behavior, in contrast to previous studies that looked at these variables separately.

References

Abu-Taieh, E. M., AlHadid, I., Abu-Tayeh, S., Masa’deh, R., Alkhawaldeh, R. S., Khwaldeh, S., & Alrowwad, A. (2022). Continued Intention to Use of M-Banking in Jordan by Integrating UTAUT, TPB, TAM and Service Quality with ML. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 120. https://doi.org/10.3390/joitmc8030120

Ajzen, I. (2005). Attitudes, Personality, and Behavior (2nd Editio). Open University Press.

Ameen, N., Tarhini, A., Shah, M. H., & Nusair, K. (2021). A cross cultural study of gender differences in omnichannel retailing contexts. Journal of Retailing and Consumer Services, 58, 102265. https://doi.org/10.1016/j.jretconser.2020.102265

Balakrishnan, J. (2018). Product recommendation algorithms in the age of omnichannel retailing – An intuitive clustering approach. Computers and Industrial Engineering, 115, 459–470. https://doi.org/10.1016/j.cie.2017.12.005

Carlson, J., Wyllie, J., Rahman, M. M., & Voola, R. (2019). Enhancing brand relationship performance through customer participation and value creation in social media brand communities. Journal of Retailing and Consumer Services, 50(July 2018), 333–341. https://doi.org/10.1016/j.jretconser.2018.07.008

Chaerudin, S. M., & Syafarudin, A. (2021). The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 61–70. https://doi.org/10.52728/ijtc.v2i1.202

Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–16. https://doi.org/10.3390/su132212770

Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 26(8), 896–912. https://doi.org/10.1080/13527266.2019.1604561

Clara, C. (2019). Customer Brand Relationship: Peran Brand Love Terhadap Brand Commitment Dan Positive Word Of Mouth. Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi, 17(1), 29–46. https://doi.org/10.31315/be.v17i1.5550

Clara, C. (2023). Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace. Jurnal Manajemen, 27(1), 41–61. https://doi.org/10.24912/jm.v27i1.1078

Clara, C. (2024). Komunikasi Pemasaran Terpadu, Menciptakan Pesan yang Konsisten. In A. Karim (Ed.), Strategi Pemasaran Mutakhir- Mengintegrasikan Teori dan Praktik (1st ed., Vol. 1, pp. 115–133). Yayasan Kita Menulis. https://www.researchgate.net/publication/379453019_Komunikasi_Pemasaran_Terpadu_-_Menciptakan_Pesan_yang_Konsisten

Cohen, J. F. W., Cooksey Stowers, K., Rohmann, M., Lapierre, N., Rimm, E. B., Cash, S. B., Davison, K. K., McInnis, K., & Economos, C. D. (2021). Marketing to Children Inside Quick Service Restaurants: Differences by Community Demographics. American Journal of Preventive Medicine, 61(1), 96–104. https://doi.org/10.1016/j.amepre.2021.01.035

Dey, D., R, S. H., & Krishna Gayathri, D. (2021). Effect of Celebrity Endorsement on Purchase Intention-Sem Analysis. Turkish Journal of Computer and Mathematics Education, 12(12), 573–580.

Febrianti, R. A. M., Arafah, A. G. M., Ismail, H. A., & Nurfitriani, N. (2021). UKM Goes to Online: Etnocentrism and Brand Image of Purchase Decisions with Customer Satisfaction as Intervening (Cimahi City Sibori Batik Case Study). Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 840–846. https://doi.org/10.17762/turcomat.v12i4.571

Fedoseeva, S., & Herrmann, R. (2023). Assortments and prices in online grocery retailing. Digital Business, 3(1), 100054. https://doi.org/https://doi.org/10.1016/j.digbus.2023.100054

FMCG. (2023). Global Skin Care Products Market – Industry Trends and Forecast to 2030. Data Bridge Market Research. https://www.databridgemarketresearch.com/reports/global-skin-care-products-market

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515

Gensler, S., Völckner, F., Egger, M., Fischbach, K., & Schoder, D. (2015). Listen to your customers: Insights into brand image using online consumer-generated product reviews. International Journal of Electronic Commerce, 20(1), 112–141. https://doi.org/10.1080/10864415.2016.1061792

Hafez, Md. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/https://doi.org/10.1016/j.jjimei.2022.100140

Hajli, N. (2018). Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective. Journal of Business Ethics, 149(4), 799–810. https://doi.org/10.1007/s10551-016-3036-7

Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31

Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Contemporary Sociology, 6(2), 244. https://doi.org/10.2307/2065853

Huang, Y. C. (2023). Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention. Journal of Retailing and Consumer Services, 70(July 2022), 103127. https://doi.org/10.1016/j.jretconser.2022.103127

Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469(1), 1–8. https://doi.org/10.1088/1755-1315/469/1/012109

Khan, Yang, Shafi, & Yang. (2019). Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis. Sustainability, 11(19), 5167. https://doi.org/10.3390/su11195167

Kotler, P., & Keller, K. L. (2016). Marketing management. In Pearson Education, Inc. (15 th Ed.).

Kusumaradya, N., Wagiman, & Purwadi, D. (2021). Service quality and brand image influence on the purchase decision of coffee shop products in Yogyakarta. IOP Conference Series: Earth and Environmental Science, 828(1), 1–4. https://doi.org/10.1088/1755-1315/828/1/012060

Lian, J.-W., & Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior, 37, 133–143. https://doi.org/https://doi.org/10.1016/j.chb.2014.04.028

Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers. https://doi.org/10.1108/YC-05-2023-1749

Majali, T., Hammouri, Q., Almajali, D., Hanandeh, A., & Alsoud, M. (2022). Determinants of Online Reviews Usefulness and Its Impact on Consumers Purchase Decisions. Academy of Strategic Management Journal, 21(2), 1–9.

Molelekeng, B. V., & Dondolo, H. B. (2021). Effect of celebrity endorsers’ attributes on purchase intentions in South Africa. Innovative Marketing, 17(4), 111–119. https://doi.org/10.21511/im.17(4).2021.10

Muhtar. (2023). Ini 7 Media Sosial Paling Banyak Digunakan di Indonesia. Universitas Insan Cita Indonesia (UICI).

Naseema, C. (2016). Impact of Celebrity Endorsement on Consumers Purchase Decisions. International Journal of Advanced Research, 4(9), 1065–1068. https://doi.org/10.21474/ijar01/1584

Nguyen, K. T. N., & Huynh, H. T. T. (2018). the Relationships Among Self-Congruity, Celebrity Endorser’S Credibility and Purchase Intention in E-Commerce Industry. International Journal of Information, Business and Management, 10(4), 138–150.

Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications. , 22(5), 456. https://www.proquest.com/docview/1824514426/Record/53941578420D4404PQ/7?accountid=199402

Rocha, P. I., Caldeira De Oliveira, J. H., & Giraldi, J. de M. E. (2020). Marketing communications via celebrity endorsement: an integrative review. Benchmarking: An InternationalJournal, 27(7), 2233–2259. https://doi.org/10.1108/BIJ-05-2018-0133

Safitri, I. N. S., Hartono, S., & Istiqomah. (2023). The Influence Of Hedonic Shopping Motivation, Promotion and Product Quality On Impulsive Online Purchase Of Fashion Products. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(1), 1–7. file:///C:/Users/fanic/Downloads/8198-25416-1-PB.pdf

Saldanha, A. (2022). Influence of Celebrity Endorsements on the Purchase of Ice Cream during Covid Pandemic. Ushus Journal of Business Management, 21(1), 1–16. https://doi.org/10.12725/ujbm.58.1

Sari Dewi, L. G. P., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 01023. https://doi.org/10.1051/shsconf/20207601023

Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15(3), 325. https://doi.org/10.1086/209170

Siallagan, D. N., Sudarso, A., Yusditara, W., Waty, L., Halim, F., Suryani, W., Gaffar, M. I., Siagian, E. M., Pangemanan, R. R., Purba, B., Clara, C., & Simarmata, J. (2023). Digital Bisnis- Strategi Bisnis Digital Menuju Era Society 5.0 (A. Karim, Ed.; 1st ed., Vol. 1). Yayasan Kita Menulis. https://www.researchgate.net/publication/374919308_Digital_Bisnis_Strategi_Bisnis_Digital_Menuju_Era_Society_50

Simanjuntak, M., Hariningsih, E., Hutama, N. A., Handiman, U. T., Harsanti, P. S., Karmagatri, M., Mangiring, H., Simarmata, P., Sudarso, A., Clara, C., Muliatie, Y. E., Hawa, S. D., Mistriani, N., Hindardjo, A., Hudrasyah, H., Mandagi, D. W., & Utama, A. P. (2023). Selfie-Marketing Sebuah Epistemologi Branding (A. Karim, Ed.; 1st ed., Vol. 1). Yayasan Kita Menulis. https://www.researchgate.net/publication/375407470_Selfie-Marketing_Sebuah_Epistemologi_Branding

Sinaga, R. P. Y. B., & Hutapea, J. Y. (2022). Analisis Pengaruh Brand Image, Harga, Dan Review Product Terhadap Keputusan Pembelian Skincare Wardah Pada Mahasiswa Unai. Intelektiva, 3(8), 12–25.

Sri Wiludjeng, S. P., & Hendayana, Y. (2021). Does endoser credibility and brand image influence consumer purchasing decisions oleh. Turkish Journal of Computer and Mathematics Education, 12(8), 859–862.

Suharto. (2021). Special Issue 6, 2021 1 Strategic Management & Decision Process. Academy of Strategic Management Journal, 20(6), 1–14.

Syed, T. A., Mehmood, F., & Qaiser, T. (2023). Brand–SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192(February 2022), 122580. https://doi.org/10.1016/j.techfore.2023.122580

Ullal, M. S., Spulbar, C., Hawaldar, I. T., Popescu, V., & Birau, R. (2021). The impact of online reviews on e-commerce sales in India: a case study. Economic Research-Ekonomska Istrazivanja , 34(1), 2408–2422. https://doi.org/10.1080/1331677X.2020.1865179

Vidyanata, D., & Hadiwidjojo, S. D. (2018). the Role of Brand Attitude and Brand Credibility As a Mediator of the Celebrity Endorsement Strategy To Generate Purchase Intention. Jurnal Aplikasi Manajemen, 16(3), 402–411. https://doi.org/10.21776/ub.jam.2018.016.03.04

Wan, H., Mei, M. Q., Yan, J., Xiong, J., & Wang, L. (2023). How does apology matter? Responding to negative customer reviews on online-to-offline platforms. Electronic Commerce Research and Applications, 61, 101291. https://doi.org/https://doi.org/10.1016/j.elerap.2023.101291

Wardani, D. S. D., & Maskur, A. (2022). Pengaruh Celebrity Endorser, Citra merek dan kepercayaan terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Kasus Pengguna Scarlett Whitening). Jesya, 5(2), 1148–1160. https://doi.org/10.36778/jesya.v5i2.689

Xu, F., Zhan, C., Lu, L., Tan, J., Li, S., & Li, J. (2021). Is the destination brand loyalty mechanism invariable? A comparative study from China. Journal of Destination Marketing & Management, 22, 100658. https://doi.org/https://doi.org/10.1016/j.jdmm.2021.100658

Zhao, J., & Peng, Z. (2019). Shared short-term rentals for sustainable tourism in the social-network age: The impact of online reviews on users’ purchase decisions. Sustainability (Switzerland), 11(15). https://doi.org/10.3390/su11154064

Downloads

Published

2024-10-30

How to Cite

Clara, C. ., Marvin, S. F., & Leovani, E. (2024). EXPLORING THE INFLUENCE OF BRAND PERCEPTION, CELEBRITY ADVOCACY, AND USER FEEDBACK ON SKINCARE PRODUCT PURCHASE CHOICES. Jurnal Keuangan Dan Bisnis, 22(2), 177–194. https://doi.org/10.32524/jkb.v22i2.1252

Issue

Vol. 22 No. 2 (2024): Jurnal Keuangan Dan Bisnis Volume 22, Number 2, October 2024

Section

Research Articles

License

Copyright (c) 2024 Catharina Clara, Sharen Fernanda Marvin, Ega Leovani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.