PENGARUH SOURCE CREDIBILITY DAN PARASOCIAL RELATIONSHIP TERHADAP PURCHASE INTENTION DAN MODERASI SELF CONGRUITY MENGGUNAKAN STRAY KIDS SEBAGAI ENDORSER
DOI:
https://doi.org/10.35794/jmbi.v11i3.59097Abstract
This study aims to examine the impact of parasocial relationship mediation on the relationship between source credibility (attractiveness, expertise, and trustworthiness) and purchase intention and the moderating effect of self congruity on the relationship between parasocial relationship and purchase intention using Stray Kids as an endorser. This study is a causal research study with a quantitative approach. The sampling collection technique used in the study is non-probability sampling with a purposive sampling type. The target population used in this study are k-pop fans who idolize the boy group Stray Kids and know the Ultra Milk x Stray Kids product. The sample used in the study was 150 respondents. The software used to test the study was smartPLS 3 using the SEM PLS analysis technique. The results of this study indicate that attractiveness has a significant positive impact directly on purchase intention, parasocial relationships mediate the relationship between source credibility and purchase intention, and self congruity is proven to have no moderating effect on the relationship between parasocial relationships and purchase intention.
References
Adieb, M. (2021, March 15). Memilih Influencer: Ikuti 5 Tips Ini agar Branding Berjalan Maksimal. Glints. Retrieved January 12, 2024, from https://glints.com/id/lowongan/memilih-influencer/
Ahmadah, R. (2023, August 21). Bangun Sistem Digital Marketing yang Tangguh dan Komprehensif. KreasiAds. Retrieved January 12, 2024, from https://kreasiads.com/marketing/kreasiads-bangun-sistem-digital-marketing-yang-tangguh-dan-komprehensif/
Aini, A. (2023, July 27). 7 Tren Influencer Marketing 2023 yang Tak Boleh Marketer Abaikan. Glints. Retrieved February 23, 2024, from https://glints.com/id/lowongan/tren-influencer-marketing-2023/
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. https://doi.org/10.1108/ribs-07-2020-0089
Amiri, A. M., Kushwaha, B. P., & Singh, R. (2023). Visualisation of global research trends and future research directions of digital marketing in small and medium enterprises using bibliometric analysis. Journal of Small Business and Enterprise Development, 30(3), 621-641. https://doi.org/10.1108/jsbed-04-2022-0206
Arviana, G. N. (2021, February 5). 4 Perbedaan Influencer dan Brand Ambassador, Wajib Paham! Glints. Retrieved February 5, 2024, from https://glints.com/id/lowongan/perbedaan-influencer-dan-brand-ambassador/#apa-itu-brand-ambassador
Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies, 47(4), 1416-1433. https://doi.org/10.1111/ijcs.12917
Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. https://doi.org/10.1016/j.jbusres.2021.04.025
Bauer, B. C., Carlson, B. D., & Johnson, C. D. (2022). The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements. European Journal of Marketing, 56(3), 869-898. https://doi.org/10.1108/ejm-07-2020-0541
Boerman, S. C., & van Reijmersdal, E. A. (2019). Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship. Front Psychol, 10, 3042. https://doi.org/10.3389/fpsyg.2019.03042
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. https://doi.org/https://doi.org/10.1016/j.dss.2012.06.008
Choi, S., & Rifon, N. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology and Marketing, 29, 639-650. https://doi.org/10.1002/mar.20550
Cowart, K.O., Fox, G.L. and Wilson, A.E. (2008), “A structural look at consumer innovativeness and self‐congruence in new product purchases”, Psychology and Marketing, Vol. 25 No. 12, pp. 1111-1130.
Da Gama, A. P. (2023). Measuring marketing performance: a better model. Journal of Business Strategy. https://doi.org/10.1108/jbs-05-2023-0091
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314. https://doi.org/10.1362/026725799784870379
Fan, F., Fu, L., & Jiang, Q. (2023). Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising. Young Consumers. https://doi.org/10.1108/yc-08-2023-1811
Flavián, C., Gurrea, R., & Orús, C. (2020). Mobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing. International Journal of Retail & Distribution Management, 49(3), 394-420. https://doi.org/10.1108/ijrdm-05-2020-0169
Fogg, B. J., & Tseng, H. (1999). The Elements of Computer Credibility. In CHI’99 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 80-87). New York: ACM. https://doi.org/10.1145/302979.303001
Garg, P. & Joshi, R. (2018), "Purchase intention of “Halal” brands in India: the mediating effect of attitude", Journal of Islamic Marketing, Vol. 9 No. 3, pp. 683-694. https://doi.org/10.1108/JIMA-11-2017-0125
Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
Greatnusa. (2023, Maret 29). Internet Digital Marketing: Definisi Kelebihan, dan Pemanfaatannya. GreatNusa. Retrieved January 12, 2024, from https://greatnusa.com/artikel/internet-digital-marketing/
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010) Multivariate Data Analysis. 7th Edition, Pearson.
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hamdan, I. (2023, October 16). Dampak Perkembangan Teknologi Komunikasi di Era Digital. NNC Netralnews. https://www.netralnews.com/dampak-perkembangan-teknologi-komunikasi-di-era-digital/WGhkQjlYV1dtM0JOZjJMTEJPcWg2Zz09
Hayati, K. F. (2022, November 23). Ini 7 Tips Memilih Brand Ambassador, Jangan Sampai Salah! Glints. Retrieved February 6, 2024, from https://glints.com/id/lowongan/tips-memilih-brand-ambassador/
Holmes, T. A. (2021). Effects of self-brand congruity and ad duration on online in-stream video advertising. Journal of Consumer Marketing, 38(4), 374-385. https://doi.org/10.1108/jcm-07-2019-3333
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry: Journal for the Study of Interpersonal Processes, 19, 215–229.
Hovland C. I. Janis I. L. & Kelley H. H. (1953). Communication and persuasion : psychological studies of opinion change. Yale University Press.
Hovland, C. I., Janis, I.L., & Kelley, H.H. (1982). Communication and Persuasion: Psychological Studies of Opinion Change. https://doi.org/10.2307/2087772
Huete-Alcocer, N. (2017) A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Frontiers in Psychology, 8, 1-4. https://doi.org/10.3389/fpsyg.2017.01256
Humaira, F. R. (2022, July 14). Pemanfaatan Internet oleh Pelaku Usaha Digital. Databoks. Retrieved March 4, 2024, from https://databoks.katadata.co.id/datapublish/2022/07/14/pemanfaatan-internet-oleh-pelaku-usaha-digital
Iskandar. (2022, November 16). Manfaat Big Data dan Perkembangannya di Indonesia. Liputan6.com. https://www.liputan6.com/tekno/read/5126700/manfaat-big-data-dan-perkembangannya-di-indonesia?page=3
Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76-91. https://doi.org/10.1108/jibr-05-2022-0129
Kaihatu, T. S. (2023). The Influence of Tam Factors on The Interest of Pay Later Users. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(1), 162–173.https://doi.org/10.35794/jmbi.v10i1.47351
Kalam, A., Goi, C. L., & Tiong, Y. Y. (2023). Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis. Marketing Intelligence & Planning, 42(1), 84-119. https://doi.org/10.1108/mip-04-2023-0184
Kim, Y. (2022, January 26). Indonesia negara yang paling ramai membicarakan K-pop di Twitter 2021. X Blog. Retrieved December 12, 2023, from https://blog.x.com/in_id/topics/insights/2022/indonesia-negara-yang-paling-ramai-membicarakan-k-pop-di-twitter
Koay, K. Y., Cheung, M. L., Soh, P. C.-H., & Teoh, C. W. (2021). Social media influencer marketing: the moderating role of materialism. European Business Review, 34(2), 224-243. https://doi.org/10.1108/ebr-02-2021-0032
Koay, K. Y., Lim, W. M., Kaur, S., Soh, K., & Poon, W. C. (2023). How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships. Marketing Intelligence & Planning, 41(6), 790-809. https://doi.org/10.1108/mip-06-2023-0246
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960–978. https://doi.org/10.1108/MIP-04-2021-0104
Li, Y., Zhang, C., Shelby, L., & Huan, T.-C. (2021). Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation. Journal of Product & Brand Management, 31(5), 798-807. https://doi.org/10.1108/jpbm-07-2020-2998
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801. https://doi.org/10.1108/jpbm-11-2018-2106
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents' Parasocial Relationship, Materialism, and Purchase Intentions. Front Psychol, 10, 2567. https://doi.org/10.3389/fpsyg.2019.02567
Malär, L., Krohmer, H., Hoyer, W. D. et al. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75, 35-52. https://doi.org/10.1509/jmkg.75.4.35
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3). https://doi.org/10.1086/209217
Melnychuk, H.-A., Arasli, H., & Nevzat, R. (2024). How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing. Marketing Intelligence & Planning. https://doi.org/10.1108/mip-06-2023-0251
Nathania, R. (2021, December 23). Influencer Marketing: Pengertian hingga Tips Penerapannya. Glints. Retrieved February 23, 2024, from https://glints.com/id/lowongan/pengertian-influencer-marketing/
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. Pearson Education Limited.
Nida, A. (2023, October 28). Ultra Milk Umumkan Stray Kids Sebagai Brand Ambassador Terbaru, Stay Indonesia: Siap Borong Susu - Hallyu Vibe. HallyuVibe.com. Retrieved December 20, 2023, from https://www.hallyuvibe.com/news/67610658633/ultra-milk-umumkan-stray-kids-sebagai-brand-ambassador-terbaru-stay-indonesia-siap-borong-susu
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. http://www.jstor.org/stable/4188769
Osgood, C. E., & Tannenbaum, P. H. (1955). The Principle of Congruity in the Prediction of Attitude Change. Psychological Review, 62, 42-55. https://doi.org/10.1037/h0048153
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136–153. http://www.jstor.org/stable/30162119
Pramudyatama, Y. (2023). 5 Tren Digital Marketing 2024 yang Wajib Kamu Ketahui. Whello Indonesia. Retrieved January 12, 2024, from https://whello.id/tips-digital-marketing/tren-digital-marketing/
PT Ultrajaya Milk Industry Tbk. (2023, November 30). Ultra Milk: Pionir Susu UHT Di Indonesia yang Telah Hadir Lebih dari 50 Tahun! MyMilk.com. Retrieved December 20, 2023, from https://mymilk.com/milkeveryday/news-events/ultra-milk-pionir-susu-uht-di-indonesia-yang-telah-hadir-lebih-dari-50-tahun
Rasool, S., Cerchione, R., Centobelli, P., Oropallo, E., & Salo, J. (2023). Sustainability and socially responsible food consumption: an empirical investigation based on self-awareness and self-congruity theories. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-07-2022-0559
Ringle, Christian M., Wende, Sven, & Becker, Jan-Michael. (2024). SmartPLS 4. Bönningstedt: SmartPLS. Retrieved June 20, 2024, from https://www.smartpls.com
Rocha, P. I., Caldeira de Oliveira, J. H., & Giraldi, J. d. M. E. (2019). Marketing communications via celebrity endorsement: an integrative review. Benchmarking: An International Journal, 27(7), 2233-2259. https://doi.org/10.1108/bij-05-2018-0133
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers' purchase intentions. Heliyon, 8(6), e09676. https://doi.org/10.1016/j.heliyon.2022.e09676
Saldanha, N., Mulye, R., & Japutra, A. (2023). How do consumers interact with social media influencers in extraordinary times? Journal of Research in Interactive Marketing. https://doi.org/10.1108/jrim-02-2023-0062
Salim, M. P. (2023, Oktober 28). Brand Ambassador Adalah Duta Merek, Pahami Peran dan Cara Memilih Duta yang Tepat. Liputan6.com. https://www.liputan6.com/hot/read/5435219/brand-ambassador-adalah-duta-merek-pahami-peran-dan-cara-memilih-duta-yang-tepat?page=2
Santoso, S. (2014). Statistik Multivariat Edisi Revisi. Elex Media Komputindo.
Sanyoto, B. K. (2018). Pengaruh Loyalitas Penggemar Tim Sepak Bola Terhadap Minat Beli Produk Sponsor. Program Magister Manajemen Universitas Surabaya. Retrieved from digilib.ubaya.ac.id
Sarstedt, M., Ringle, C., & Hair, J. (2017). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, vol. 15. https://doi.org/10.1007/978-3-319-05542-8_15-1
Saura, J. R., Palacios-Marqués, D., & Barbosa, B. (2022). A review of digital family businesses: setting marketing strategies, business models and technology applications. International Journal of Entrepreneurial Behavior & Research, 29(1), 144-165. https://doi.org/10.1108/ijebr-03-2022-0228
Setyowati, D. (2021, November 25). Sektor Kesehatan RI Mulai Pakai Robot, IDI: Rekam Medis Jadi Tantangan - Teknologi Katadata.co.id. Katadata. Retrieved March 4, 2024, from https://katadata.co.id/desysetyowati/digital/619f47db08ee2/sektor-kesehatan-ri-mulai-pakai-robot-idi-rekam-medis-jadi-tantangan
Sila, I. K., & Martini, I. A. (2020). Transformation and revitalization of service quality in the digital era of revolutionary disruption 4.0. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).
Sirgy, M.J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9, 287-300. https://doi.org/10.1086/208924
Sirgy, M.J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), 197-207.
Sirgy, M.J., & Su, C. (2000). Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model. Journal of Travel Research, 38, 340 - 352.
Sitanggang, D. D. K. P. (2022, September 15). Apa Itu Tugas Brand Ambassador, Manfaat, dan Tips Memilihnya. detikFinance. https://finance.detik.com/solusiukm/d-6292837/apa-itu-tugas-brand-ambassador-manfaat-dan-tips-memilihnya
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.011
Sokolova, K., & Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102276
Su, B.-C., Wu, L.-W., Chang, Y.-Y.-C., & Hong, R.-H. (2021). Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships. Sustainability, 13(19). https://doi.org/10.3390/su131910919
von Felbert, A., & Breuer, C. (2021). The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product. Sport, Business and Management: An International Journal, 12(4), 440-458. https://doi.org/10.1108/sbm-03-2021-0030
Wang, E. S.-T., & Weng, Y.-J. (2023). Influence of social media influencer authenticity on their followers' perceptions of credibility and their positive word-of-mouth. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-02-2023-0115
Wearesocial.com. (2023). Digital 2023. Wearesocial.com. Retrieved March 4, 2024, from https://wearesocial.com/id/blog/2023/01/digital-2023/
Widyawinata, R. (2022, February 19). 7 Strategi Marketing Terbaik untuk Pikat Generasi Z. Glints. Retrieved February 23, 2024, from https://glints.com/id/lowongan/strategi-marketing-untuk-gen-z/
Wiedmann, K.-P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707-725. https://doi.org/10.1108/jpbm-06-2019-2442
Wong, P., Ng, P.M.L., Lee, D. and Lam, R. (2020), "Examining the impact of perceived source credibility on attitudes and intentions towards taking advice from others on university choice", International Journal of Educational Management, Vol. 34 No. 4, pp. 709-724. https://doi.org/10.1108/IJEM-06-2019-0190
Yaghtin, S., Safarzadeh, H., & Karimi Zand, M. (202 1). B2B digital content marketing in uncertain situations: a systematic review. Journal of Business & Industrial Marketing, 37(9), 1852-1866. https://doi.org/10.1108/jbim-03-2021-0174
Yang, W., Zhang, L., Wei, W., Yoo, M., & Rathjens, B. (2023). Do we love celebrity endorsers? The joint impacts of consumers' need for status, celebrity’s star power and image congruence on celebrity endorsement effectiveness. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/jhti-05-2023-0313
Yuan, C. L., Moon, H., Kim, K. H., & Wang, S. (2021). The influence of parasocial relationship in fashion web on customer equity. Journal of Business Research, 130, 610-617. https://doi.org/10.1016/j.jbusres.2019.08.039
Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133-147. https://doi.org/10.1080/15252019.2020.1769514
Zhong, Y., Shapoval, V., & Busser, J. (2021). The role of parasocial relationship in social media marketing: testing a model among baby boomers. International Journal of Contemporary Hospitality Management, 33(5), 1870-1891.
