Cinta itu Membutakan: Moderasi Mediasi Pengaruh Sosial dan Brand Ambassador pada Brand Love dan Niat Membeli

Authors

  • Anisah Julia Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia.
  • Kholif Matunni’mah Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia.
  • Nabila Syalsa Yulianti Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia.
  • Resti Hardini Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nasional, Jakarta, Indonesia.

DOI:

https://doi.org/10.47313/oikonomia.v18i2.1556

Keywords:

Brand Ambassador, Brand Love, Purchase Intention, Social Influence.

Abstract

PurposeThe purpose of this study is to examine whether the love of a brand perceived by customers affects buying interest, moderated by social influences and mediated by brand ambassadors. MethodologyThis study took the population of the UNIQLO brand clothing customers in Margonda City Depok, West Java. The sample was selected by accidental sampling technique and obtained a total of 100. Data collection through questionnaires. The analysis technique for testing mediation moderation uses Process V3.5 with model no 8. Findings The test results with Macro Process show that the brand ambassador mediates the relationship between brand love and purchase intention. Customers who love the brand do not directly want to buy the product. The better the brand ambassador in the customer's mind, the more customers will intend to buy the product. Meanwhile, the more external social influence factors, the lower the customer's desire to buy the product. Suggestion Manufacturers should be careful in creating good communication channels that portray positive things from brand ambassadors and other communication channels to fortify customers from unfavorable social influences. Love for the brand must always be nurtured.

References

Aulianda, M. (2020). Pengaruh brand experience dan brand image terhadap willingness to pay a price premium dengan brand love sebagai variabel intervening (Studi pada pemilik mobil merek Honda HRV di Samarinda). Jurnal Riset Entrepreneurship, 3(2), 71-79. https://doi.org/10.30587/jre.v3i2.1475

Aureliano-Silva, L., Spers, E. E., Lodhi, R. N. and Pattanayak, M. (2022). Who loves to forgive? The mediator mechanism of service recovery between brand love, brand trust and purchase intention in the context of food-delivery apps. British Food Journal. https://doi.org/10.1108/BFJ-07-2021-0819

Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond brand personality: Building consumer-brand emotional relationship. Global Business Review, 18(3S), 128S-144S. https://doi.org/10.1177/0972150917693160

Cece, I. S. (2015). Pengaruh brand origin, brand ambassador dan brand image terhadap minat beli sepatu macbeth di Sogo Galaxy Mall Surabaya. E-Jurnal Manajemen Kinerja, 1(2). Retrieved from https://jurnal.narotama.ac.id/index.php/manajemenkinerja/article/view/86

Dewi, M. M. (2019). Pengaruh celebrity endorsement dan brand love terhadap minat beli pelajar dan mahasiswa di jember melalui word of mouth pada aplikasi belanja Shopee (Publication No. 10953) [Undergraduate theses, UT-Faculty of Economic and Business]. Repository Universitas Jember. http://repository.unej.ac.id/handle/123456789/92752

Febryan, K., & Lahindah, L. (2020). Pengaruh brand ambassador dan e-wom terhadap brand love Tokopedia. Journal Accounting and Business Studies, 5(2). Retrieved from https://journal.ithb.ac.id/JABS/article/view/482

Goh, S. K., Jiang, N., Hak, M. F. A., & Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among malaysians: a moderation role of social influence and a mediating effect of consumer satisfaction . International Review of Management and Marketing, 6(4), 993-1004. Retrieved from https://dergipark.org.tr/en/pub/irmm/issue/32102/355721?publisher=http-www-cag-edu-tr-ilhan-ozturk

Gusdianto, N., Kamener, D., & Mukhtar, Y. (2020). Pengaruh citra merek, kualitas produk dan brand love terhadap minat beli smartphone merek samsung di kota padang [Diploma Thesis, Universitas Bung Hatta]. Universitas Bung Hatta Respository. http://repo.bunghatta.ac.id/529/

Haro, A., Oktaviana, D., Trimulia Dewi, A., Anisa, W., & Suangkupon, A. (2020). The influence of brand image and service quality towards purchase intention and its impact on the purchase decision of Samsung smartphone. KnE Social Sciences, 4(6), 329–336. https://doi.org/10.18502/kss.v4i6.6609

Jabeen, F., Kaur, P., Talwar, S., Malodia, S., & Dhir, A. (2022). I love you, but you let me down! How hate and retaliation damage customer-brand relationship. Technological Forecasting and Social Change,174. https://doi.org/10.1016/j.techfore.2021.121183.

Johannes, C. S.., & Siagian, V. (2021). Pengaruh brand ambassador, kepercayaan, dan price discount terhadap minat beli di aplikasi tokopedia. Jurnal Penelitian Ilmu Manajemen, 6(2). http://dx.doi.org/10.30736%2Fjpim.v6i2.690

Laksmi, A. A., & Oktafani, F (2016). Pengaruh electronic word of mouth (ewom) terhadap minat beli followers instagram pada warunk Upnormal. Jurnal Computech dan Bisnis, 10(2). http://dx.doi.org/10.55281/jcb.v10i2.149

Liang, X., Hu, X., Islam, T., & Mubarik, M. S. (2021). Social support, source credibility, social influence, and solar photovoltaic panels purchase intention. Environ Sci Pollut Res 28, 57842–57859. https://doi.org/10.1007/s11356-021-14750-4

Liu. J. (2019). Standby or breakup? how brands in China respond when celebrity endorsers get involved in scandals. Proceedings of the 2019 International Conference on Economic Management and Cultural Industry (ICEMCI 2019). Advances in Economics, Business and Management Research. https://doi.org/10.2991/aebmr.k.191217.041

Nur, K., & Rahmidani, R. (2020). Pengaruh celebrity endorser dan iklan vidio terhadap brand image produk pembersih wajah Garnier pada mahasiswi Universitas Negeri Padang. Jurnal Ecogen, 3(2). http://dx.doi.org/10.24036/jmpe.v3i2.8958

Pidada, I. A. I., & Supartyani, N. W. (2022). Gaining purchase intention by electronic word of mouth and brand ambassador. Jurnal Ekonomi Dan Bisnis Airlangga, 32(1), 70–80. https://doi.org/10.20473/jeba.V32I12022.70-80

Prastiwi, F. T. R., Ratnaningsih, C., Windhyastiti, I., & Khouroh, U. (2020). Analisis pengaruh tren budaya, brand ambassador dan harga terhadap purchase intention. Jurnal Bisnis dan Manajemen, 7(1). https://doi.org/10.26905/jbm.v7i1.4222

Rahman, R., Langner, T., & Temme, D. (2021). Brand love: conceptual and empirical investigation of a holistic causal model. J Brand Manag 28, 609–642. https://doi.org/10.1057/s41262-021-00237-7

Rohman, I. Z., & Indaryadi, A. I. K. (2020). Pengaruh celebrity endorser, brand image, brand loyalty, dan perceived quality terhadap minat beli konsumen dan dampaknya terhadap intensi rekomendasi. Jurnal Kajian Manajemen Bisnis, 9(2), 80-91. https://doi.org/10.24036/jkmb.10955000

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th Edition). Wiley & Sons. West Sussex.

Singh, R. P., & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), 1622–1639. https://doi.org/10.1177/0972150918794974

Solikhah, F. R. (2022). Pengaruh brand ambassador artis Amanda Manopo dan Arya Saloka terhadap niat beli konsumen melalui persepsi risiko pada iklan (Studi pada Shopee Indonesia). Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(7), 1129–1146. https://doi.org/10.54443/sibatik.v1i7.133

Susanto, W. K., & Keni (2018). Pengaruh social network marketing (snm) dan electronic word of mouth (ewom) terhadap minat beli pelanggan. Jurnal Manajemen Bisnis dan Kewirausahaan, 2(6). http://dx.doi.org/10.24912/jmbk.v2i6.4910

Teo, L. X., Leng, H. K. and Phua, Y. X. P. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 20(2), 321-332. https://doi.org/10.1108/IJSMS-04-2018-0028

Varshneya, G., Pandey, S. K., & Das, G. (2017). Impact of social influence and green consumption values on purchase intention of organic clothing: A study on collectivist developing economy. Global Business Review, 18(2), 478–492. https://doi.org/10.1177/0972150916668620

Winarto, M. R. A., & Widyastuti. (2021). Pengaruh brand image dan brand love terhadap repurchase intention (studi kasus pada konsumen produk Gucci di Surabaya). Journal of Economics and Business Innovation, 1(2). Retrieved from https://journal.inspirasi.or.id/nomicpedia/article/view/65

Wulandari, S. P., Hutauruk, W. R. Br., & Prasetyaningtyas, S. W. (2021). Pengaruh brand ambassador terhadap purchase intention yang dimediasi brand image dan brand awareness. Jurnal Ilmu Manajemen & Bisnis, 12(2), 127-138. https://doi.org/10.17509/jimb.v12i2.38727

Yohanna, & Ruslim, T. S. (2021). Pengaruh brand love, brand satisfaction, brand trust terhadap purchase intention produk Gucci. Jurnal Manajerial dan Kewirausahaan, 3(2). http://dx.doi.org/10.24912/jmk.v3i2.11903

Zhang, Y., Zhang, J. & Sakulsinlapakorn, K. (2020), Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure, Journal of Product & Brand Management, 30(3), 415-432. https://doi.org/10.1108/JPBM-07-2019-2470

Downloads

Published

2022-07-29

How to Cite

Julia, A., Matunni’mah, K., Yulianti, N. S., & Hardini, R. (2022). Cinta itu Membutakan: Moderasi Mediasi Pengaruh Sosial dan Brand Ambassador pada Brand Love dan Niat Membeli. Oikonomia: Jurnal Manajemen, 18(2), 109–126. https://doi.org/10.47313/oikonomia.v18i2.1556