TOC - IS THE EVENT OF CONSUMPTION BEHAVIOR AFFECTED BY CELEBRITY ENDORSEMENT?
(By : Mohammad Sofyan Hadi, Sarah Nuraini Maghfiroh)
The digital revolution in economic activities encourages people to change people's consumption patterns from shopping through conventional stores to online shopping. Changes in people's consumption patterns have caused the closure of several conventional markets, but on the other hand according to katadata.co.id People's buying interest through online purchases is projected to continue to increase until 2022, it is estimated that there will be 43,9 million buyers in 2022 with a penetration of 15,7% of the total population of Indonesia.
Based on the results of the DNA ecosystem survey (Device, Network, Apps) in 2018, internet users by age were dominated by ages 19 to 34 years at 49,52%, the second rank was aged 35-54 as many as 29,55% and teenagers aged 13-18 years. as much as 16.68% while based on occupation is dominated by students or college students. On average internet users in Indonesia access the internet During 8 hours 51 minutes in a day. according to wearsocial Internet users in Indonesia spend the most time accessing social media, one of which is Instagram.
Instagram users from all over the world in early July 2011 were 10 million, then in April 2012 increased to 30 million users, in the following year, at the end of 2013 Instagram users rose to 80 million users, Instagram users continued to increase until June 2018 to 1 billion users. In Indonesia, in 2018 Instagram users reached 55 million people and ranked third in the world, after the United States and Brazil.
The more Instagram users, the product marketing methods through Instagram appear, one of which is through Instagram users with many followers or known as celebgrams, product marketing methods through celebgrams are commonly called celebgrams.Celebrity endorsements, according to Shimp(2003:28)Celebrity endorsementsis an advertising supporter or character (actor, entertainer, or athlete) who is known to the public for his achievements in fields different from the product class being supported.
Rates forCelebrity endorsementsdepending on the number of followers and the type of post you want, for example celebrity rates Awkarin from 1,5 million to 15 million depending on the type of post you want, then RiaRicis ranges from 5 to 8 million, besides that the rate for posting on Ayu Tingting's Instagram feed is around 50 million. Then how muchinfluence endorsement made by celebgram against consumer buying interest to consume a product being promoted?
To examine how much influence the endorsement made by celebgram on consumer buying interest, we will use the multiple regression analysis method, namely the analysis used to predict how the situation (up and down) of the dependent variable if 2 or more independent variables as predictor factors are manipulated (increased). lower the value), the regression equation is
Y=b0+b1X1+b2X2+bnXn+e
Where Y as the dependent variable and X as the independent variable or as the independent variable.
For the first case, the author uses a research sample from the Instagram account @Joyagh, where the population of followers as of April 23, 2019 is 636.000. With the sampling technique used probability sampling which is to provide equal opportunities to a predetermined sample, while the method uses simple random sampling namely the way of taking samples from members of the population using a random system, where the sample of this study amounted to 100 respondents who filled out questionnaires randomly online with the help of survey app monkeys online with error rate or error tolerance by 10%. The variables used are 4 variables influential independent yaitu visibility(X1), credibility (X2) , attractiveness (X3), product match up (X4)and (X5).
VisibilityAccording to Rossiter and Percy (1997: 294) is how popular or famous a model or celebrity, Visibility in the selebgram itself means show much popularity of celebgram can be shown through their Instagram followers.Credibilityconcerning consumer's perception of the celebgram in whether or not the purpose of the message from the advertisement made by the celebrity is achieved, according to Rossiter and Percy (1997:294)Credibility has 2 characteristics, namely expertise and trust where the celebgram must have expertise, and trust in conveying its message, and the objectivity of the program inm instilling consumer confidence to consume a product. Attracticomeis a celebrity trait that becomes attractive through the level of similarity and the level of consumer preference for the product being promotedan according to Mowen and Minor (2002:405)attracticomerefers to the self that is perceived as attractive to look at in relation to the concept of a particular group of physical attractiveness. An attractive person is perceived more positively and reflects the advertised brand better than an average attractive person.Product match up is the match between the personality of the celebrity and the product being promoted.Poweraccording to Rossiter and Percy (1997: 297) is the ability to influence and follow what is displayed by the communicator, in the ad celebgramis the power of the program to influence or persuade. While variable dependent or variable Y is the consumer's buying interest in the product being promoted by the celebgram. The calculations carried out get the following results:
- Based on the results of the survey and the simultaneous test (F test) resulted in the value of Fcount =160.407 with probability 0.000. The test results show the probability Fcount <level of significance (a=5%). This means that there is a significant effect simultaneously (together) by the variable visibility, credibilityy, attractiveness, product match up, and on consumer buying interest in celebgram's promoted products.
- In a partial test using the t test, it states that each probability countlevel of significance (a=5%), then the effect is significant individually visibility to buying interest with tcount = 4.628 with a probability of 0.000 and the assumption that the other independent variables are constant, credibility to buying interest with tcount = 3.047 with a probability of 0.003 and the assumption that the other independent variables are constant, attractiveness to buying interest with tcount = 2.475 with a probability of 0.015 and the assumption that the other independent variables are constant, product match up buying interest with tcount = 6.721 with a probability of 0.000 and the assumption that the other independent variables are constant, and (X5) to buying interest with tcount = 2.695 with a probability of 0.008 and the assumption that the other independent variables are constant.
- Amount of contribution visibility, credibilityy, attractiveness, product match up, and on buying interest can be known through the coefficient of determination (adjusted R2) which is 0.863 or 86.3%. This means that the diversity of purchase intentions can be explained by the variable visibility, credibilityy, attractiveness, product match up, and of 86.3%, while the remaining 13.7% is a contribution from other variables not discussed in this study.
As for the second case, the author uses a research sample of 100 respondents aged 18 to over 50 years with a data collection method in the form of a quota sampling method taken based on 5 major cities in Indonesia (Jakarta, Medan, Bandung, Makassar, and Surabaya) conducted through an online questionnaire. with an error value (error tolerance) by 10% (Aditya halim Perdana Kusuma Putra and team, 2018), there are 3 influential independent variables, namely trustworthy(X1), attractive(X2), andexpertise(X3). trustworthy that is, a celebgram must be honest in conveying advertising messages and be consistent and the content of the advertising messages can be trusted. attractive that is, a celebgram must match the product to be promoted, the product being promoted is far from negative news, and the celebgram has an attractive appearance. Expertise namely knowing and mastering the product being promoted, having expertise and knowledge of the product being promoted and must be trusted, Engel et. al (1995:87) says that the level of knowledge or expertise of the source is the main determinant of credibility. While the dependent variable or variable Y is the consumer's buying interest in the product being promoted by the celebgram. The calculations carried out get the following results:
- Based on the research sample, it was obtained for the simultaneous test (F test) the variable trustworthy, attractive, and expertise as big as Fcount =32.433 with probability 0.000. The test results show the probability Fcount <level of significance (a=5%). This means that there is a significant effect simultaneously (together) by the variable trustworthy, attractive, and expertise on consumer buying interest in celebgram's promoted products.
- In a partial test using the t test, it states that each probability countlevel of significance (a=5%), then on the individual significant effect trustworthy to buying interest with tcount = 3.265 with a probability of 0.002 and the assumption that the other independent variables are constant, attractiveto buying interest with tcount = 3.962 with a probability of 0.009 and the assumption that the other independent variables are constant,andexpertise to buying interest with tcount = 3.092 with a probability of 0.008 and the assumption that the other independent variables are constant.
- Amount of contribution trustworthy, attractive, and expertise on buying interest can be known through the coefficient of determination (adjusted R2) which is 0.538 or 53.8%. This means that the diversity of purchase intentions can be explained by the variable trustworthy, attractive, and expertiseof 53.8%, while the remaining 46.2% is a contribution from other variables not discussed in this study.
We can observe from the two cases above, the results of research on the first case that Instagram in its use which aims to introduce business through endorsements made by celebgrams have several characteristics to attract consumers' purchasing power, including visibility, credibility, attractiveness, product match upand , where the partial test (one by one the independent variable on the dependent variable, assuming other independent variables are considered constant), and simultaneous or joint testing has a significant effect on consumer purchasing power. Likewise, in the second case, the endorsement made by the celebgram to attract consumers' purchasing power using the characteristics of trustworthy, attractive, andexpertise, where the partial test (one by one the independent variable on the dependent variable, assuming other independent variables are considered constant) and simultaneous or joint testing has a significant effect on consumer purchasing power.
We can conclude that the product promotion strategy by means of celebrity endorsements is a promotional strategy that is becoming a trend at the moment, from the two cases above that the two research samples, although different in the variables or characteristics of the assessment and different in the data collection or samples used, are in fact endorsements made by a celebgram will affect the purchasing power of consumers, where consumers will see from several factors that influence it in the purchasing power of the endorsements made by the celebgram.
Reference
Putra, AHPK, Rida, A., As'ad, A. (2018) Celebrity endorser on the Instagram social network to attract prospective consumers to buy. Journal of Economics Resources.
Dyah S., Andina (2014) Study elaboration likelihood model on the influence of celebgrams (instagram endorser celebrities) on purchase intention in Instagram social media. Thesis journal of Universitas Brawijaya.
https://databoks.katadata.co.id/datapublish/2018/02/12/2022-penjualan-e-commerce-indonesia-mencapai-rp-16-miliar.(Diakses pada 21 Maret 2019)
Nice R. 2018. How Many Indonesian Internet Users?. [Internet]. Available in : https://www.goodnewsfromindonesia.id/2018/02/06/inilah-perkembangan-digital-indonesia-tahun-2018.(Accessed on 21 March 2019).
Ratih SG. 2018. Instagram History and Influence.[Internet]. Available in :https://www.nurulfikri.ac.id/index.php/id/artikel/item/981-sejarah-dan-pengaruh-instagram.(Accessed on 21 March 2019).
Fatima KB. 2018.How Many Indonesian Internet Users?. [Internet]. Available in : https://tekno.kompas.com/read/2018/02/22/16453177/berapa-jumlah-pengguna-internet-indonesia.(Accessed on 21 March 2019).
https://databoks.katadata.co.id/datapublish/2018/02/09/berapa-pengguna-instagram-dari-indonesia#. (Accessed on: March 21, 2019).
Fatima KB. 2018.Active Instagram Users Reach 1 Billion.[Internet]. Available in : https://tekno.kompas.com/read/2018/06/21/10280037/juni-2018-pengguna-aktif-instagram-tembus-1-miliar..(Accessed on 21 March 2019).
