Evaluating the Impact of Celebrity Endorsers and Country of Origin on Consumer Purchase Decisions
DOI:
https://doi.org/10.29040/jie.v8i4.16118Abstract
This study aims to evaluate the impact of Country of Origin (COO) and celebrity endorsement on consumer purchase decisions, focusing on Innisfree skincare products among students at Universitas Muhammadiyah Purwokerto. A quantitative research approach using Structural Equation Modeling (SEM) was employed, with data collected from 294 respondents. The findings reveal that COO significantly influences purchase decisions, where the perception of the country of origin, particularly South Korea, enhances consumer trust and perceived product quality. On the other hand, celebrity endorsement was found to have no significant impact on purchase decisions, although there is potential for improvement with better alignment between the celebrity and the brand. The interaction between COO and celebrity endorsement strengthens brand perception, particularly among young consumers who are influenced by digital media. This study provides insights into the importance of COO in marketing strategies for skincare products, while celebrity endorsement serves as an additional factor that can increase brand attractiveness.
References
Bartosik-Purgat, M. (2018). Country of origin as a determinant of young Europeans’ buying attitudes - Marketing implications. Oeconomia Copernicana, 9(1), 123–142. https://doi.org/10.24136/oc.2018.007
Magnusson, P., Westjohn, S. A., & Zdravkovic, S. (2011). “What? I thought Samsung was Japaneseâ€: Accurate or not, perceived country of origin matters. International Marketing Review, 28(5), 454–472. https://doi.org/10.1108/02651331111167589
Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect of country of origin image, product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking as a mediator variable: Indonesian women’s perspective. Dermatology Reports, 11(S1). https://doi.org/10.4081/dr.2019.8014
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. B. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. https://doi.org/10.1108/PRR-11-2018-0031
Roy, S., & Bagdare, S. (2015). The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity. Journal of Global Marketing, 28(3–5), 133–151. https://doi.org/10.1080/08911762.2015.1073413
Hendarsin, A. M. C. A., Reggy, Z., Putri, G., & Widita, A. (2024). Utilizing K-Pop Idols as Brand Ambassadors to Increase Brand Awareness in Social Media. Procedia Computer Science, 787–794. https://doi.org/10.1016/j.procs.2024.03.065
Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16765
Singh, R. K., Kushwaha, B. P., Chadha, T., & Singh, V. A. (2021). INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION. Journal of Content, Community and Communication, 14(7), 145–158. https://doi.org/10.31620/JCCC.12.21/12
Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550
Um, N.-H., & Kim, S. (2016). Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble? Psychology & Marketing, 33(10), 864–874. https://doi.org/10.1002/mar.20923
Aiello, G., et al. (2009). An international perspective on luxury brand and country-of-origin effect. Journal of Brand Management, 16(5–6), 323–337. https://doi.org/10.1057/bm.2008.52
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New Challenges to International Marketing (pp. 277–319). Emerald Group Publishing Limited..
Mohd, N. Y., Nasser, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38–48. https://doi.org/10.1108/10610420710731142
Shimp, T. A. (2007). Integrated Communications in Advertising And Promotions.
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. https://doi.org/10.1108/MD-04-2017-0363.
Ghasemy, M., Teeroovengadum, V., Becker, J.-M., & Ringle, C. M. (2020). This fast car can move faster: A review of PLS-SEM application in higher education research. Higher Education, 80(6), 1121–1152.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity Endorsement, Brand Credibility and Brand Equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958.
Deshbhag, R., & Mohan, B. C. (2020). Study on Influential Role of Celebrity Credibility on Consumer Risk Perceptions. Journal of Indian Business Research, 12(1), 79–92. https://doi.org/10.1108/jibr-09-2019-0264.
Korchia, M., Fleck, N., & Roy, I. L. (2012). Celebrities in Advertising: Looking for Congruence or Likability? Psychology & Marketing, 29(9), 651–662. https://doi.org/10.1002/mar.20551.
Šapić, S., Kocić, M., & Radaković, K. (2019). The Effect of a Product’s Country of Origin on the Customer Loyalty Creation Process. Teme, 1297. https://doi.org/10.22190/teme1804297s.
Martins, J. M. (2023). Does Perceived Quality Mediate the Relationship Between Country of Origin Image and Consumer Buying Behaviour in Nigerian Hypermarkets? PLoS One, 18(8), e0285438. https://doi.org/10.1371/journal.pone.0285438.
Yifeng, F. (2024). Ethnocentrism, Animosity, Knowledge and Country of Origin on Purchase of Jingdezhen Blue-and-White Ceramic. South Asian Journal of Social Sciences and Humanities, 5(1), 313–338. https://doi.org/10.48165/sajssh.2024.5117.
