The Effect of Celebrity Endorsers and Advertising Attractiveness on Brand Image and Purchase Decisions for Tokopedia Application Users in Samarinda

Kartina Ikawati, Theresia Militina, Gusti Noorlitaria Achmad


The increase in internet users in Indonesia creates opportunities for everyone to develop their business potential towards the online realm, especially now that everyone likes practical things without having to struggle to manage time to get their daily needs. That is one of the reasons why e-commerce is popular and growing in Indonesia.Does Celebrity Endorser affect Brand Image; Does Advertising Attractiveness affect Brand Image; Does Celebrity Endorser affect the Purchase Decision; Does Advertising Attractiveness Affect Purchase Decisions; Does Brand Image Affect Purchase Decisions This study aims to analyze and explain the influence of celebrity endorsers and advertising attractiveness on product image and purchase decisions for Tokopedia application users in Samarinda. The sample selection technique used the Total Sampling Approach with a total sample of 119 people. The data collection technique used a closed questionnaire. The analysis was carried out using Partial Least Square (PLS) with the SmartPLS application version 3.8.9 and using SPSS Version 25 to test the validity and reliability of the respondents.

Full Text:



Aaker, DA (2010). Brand Equity Management (translated: Aris Ananda (ed.); Revi Edition). Main Partner.

Anggi, VF, & Soesanto, H. (2016). Analysis of the Effect of Advertising Attractiveness and Celebrity Endorser on Promo and Aqua on Interest in Buying Aqua Bottled Water with M-brand Image as an Intervening Variable (Case Study on Undergraduate Students in Central Java and DIY). Diponegoro Journal of Management, 5(3), 1–14.

Faela Sufa, BM (2012). Analysis of the Influence of Advertising Attractiveness, Quality of Advertising Messages, Frequency of Ads Served on the Effectiveness of Mie Sedap Television Advertisements (Audience Survey of Sedap Mie Ads on Boarding Students Around the Undip Tembalang Campus). Diponegoro Journal of Management.

Kotler, P. and KK (2016). Marketing Management (D. Petrino (ed.); 15th ed.). Pearson Education.

Kotler, P., & Keller, K. (2016). Marketing Management Fifteenth Edition.

Mandagie, AAJSLHVJY (2018). The Influence of Advertising Attractiveness and Product Image on Purchase Decisions for Chitato Chips Products in Students of Feb Unsrat. EMBA Journal: Journal of Economic Research, Management, Business And Accounting, 6(2).

Maslakhah, I. (2017). The Effect of Packaging and Advertising Attractiveness on Brand Image and Brand Preference on Social Media on Purchase Decisions (Study on AQUA Consumers Undip Students). Diponegoro Journal of Management.

Morrisan, MA (2015). Integrated marketing communications advertising. date.

Salman Pakaya. (2012). The Influence of Celebrity Endorser on Fresh Care Advertising on Consumer Purchase Interest. Gorontalo State University.

Schiffman, L., & Kanuk, LL (2010). Consumer Behavior 7th edition In EKONOMI.

Sertoglu, Aysegul Ermec, et al. (2014). Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, Vol. 4, No(No. 1, 2014, pp.66-77.), pp.66-77.

Setiadi, NJ (2010). Consumer behavior. Kencana Perdana Media Group.

Shimp, AT (2003). Advertising and Promotion, 5th ed., vol. 1 (5th ed.). Erlangga.

Sonwalkar, J., Manohar K., and PA (2013). Celebrity Impact- A model of Celebrity Endorsement, Journal of Marketing and Communication. Journal of Marketing and Communication, Vol.7(issue 1).

Sugiyono, M. (2015). TEST_VALIDITY_AND_RELIABILITY.pdf.crdownload.

Varshney, S., & Aulia, S. (2017). The Impact of Advertising on Consumer Purchase Decision with Reference to Consumer Durable Goods in Oman. International Journal of Managerial Studies and Research, 5(12), 11–19.

Wijanarko, P., Suharyono, S., & Arifin, Z. (2016). EFFECT OF CELEBRITY ENDORSER ON BRAND IMAGE AND THEIR IMPACT ON PURCHASE DECISIONS (Survey of Visitors to Kriwul Coffee Shop, Merjosari Village, Lowokwaru District, Malang City Who Have Ever Seen Advertisements and Purchased TOP Coffee). Journal of Business Administration S1 Universitas Brawijaya, 34(1), 165–171.


  • There are currently no refbacks.