STRATEGIC ROLE OF CONSUMER ETHNOCENTRISM, SOCIAL MEDIA MARKETING, AND BRAND AMBASSADORSHIP IN SHAPING PURCHASE DECISIONS FOR LOCAL INDONESIAN SKINCARE BRANDS ON E-COMMERCE PLATFORMS
DOI:
https://doi.org/10.35794/jmbi.v11i1.56377Abstrak
Dengan pesatnya perkembangan teknologi di Indonesia, banyak sektor perekonomian yang memanfaatkannya, salah satunya adalah industri kecantikan, terutama skincare, yang mengalami pertumbuhan pesat tanpa disadari. Munculnya berbagai merek skincare lokal, seperti Somethinc, Scarlett Whitening, dan Ms. Glow, merupakan contoh konkret dari pergerakan dinamis dalam industri ini. Penelitian ini berfokus pada faktor-faktor yang membentuk purchase intention dan purchase decision pada merek skincare lokal. Penelitian ini dilakukan dengan pendekatan metode kuantitatif yang menjelaskan hubungan antar variabel. Data primer dikumpulkan melalui kuisioner online dengan 140 responden yang memenuhi kriteria dari 142 responden. Data sekunder diperoleh dari jurnal, artikel, dan buku yang sudah ada sebelumnya. Data tersebut kemudian diolah menggunakan software SmartPLS versi 3.0 dengan teknik purposive sampling dan ditentukan menggunakan rumus Cochran. Hasil pengolahan data menunjukkan bahwa Social Media Marketing, Brand Ambassador, dan Consumer Ethnocentrism memiliki pengaruh positif dan signifikan terhadap purchase intention dan purchase decision. Selain itu, purchase intention juga berpengaruh positif dan signifikan terhadap purchase decision. Penelitian ini juga menunjukkan bahwa purchase intention dapat memediasi secara parsial hubungan antara Social Media Marketing dan Consumer Ethnocentrism terhadap purchase decision. Namun, mediasi tidak terjadi antara Brand Ambassador dan purchase decision melalui purchase intention. Temuan ini memberikan wawasan berharga bagi strategi pemasaran merek skincare lokal di Indonesia.
Referensi
Agung, H., Marta, R. F., Kembau, A. S., Firellsya, G., Venness, V., Indrawan, G. B., & Christanti, C. (2023). Digital Business Communication Strategy Barometer: Stimulation of K-Pop Brand Ambassadors for Consumers of E-commerce Products in Indonesia. International Journal of Advanced Multidisciplinary, 1(4), 366-375.
Awuy, M., Lapian, S. J., & Wangke, S. (2024). The Influences Of Brand Ambassador And Brand Awareness On Consumer Purchase Decision Of Nature Republic Skincare In Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(01), 662-671.
Astika, S. N., & Nurfebiaraning, S. (2022). The Influence Of The Use Of Brand Ambassador ‘Stray Kids’ In Shopee 12.12 Birthday Sale Advertisement And Shopee’s Brand Image Towards Brand Loyalty. JPPI (Jurnal Penelitian Pendidikan Indonesia), 8(4), 1134. Https://Doi.Org/10.29210/020221794
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The Influence Of Perceived Social Media Marketing Elements On Consumer–Brand Engagement And Brand Knowledge. Asia Pacific Journal Of Marketing And Logistics, 32(3), 695–720. Https://Doi.Org/10.1108/APJML-04-2019-0262
Christanti, C., & Kembau, A. S. (2024). Pengaruh Strategi Pemasaran Konten Dan Afiliasi Terhadap Pembelian Impulsif: Peran Mediasi Pemasaran Viral Dan Kepercayaan. Modus, 36(2), 198-223.
Dataindonesia. (2022, March 2). Pendapatan Produk Kecantikan Di Indonesia Diproyeksi Terus Naik.
Elekfino, P. V., & Suharna, J. (2020). Analisis Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Sabun Lux Cair Melalui Minat Beli. JCA of Economics and Business, 1(02).
Erkaya, Y. (2018). The Impact Of Demographic Svariables On Consumer Ethnocentrism, A Cross-Cultural Study In Two Countries (USA And Turkey). Kwartalnik Naukowy Uczelni Vistula, (2 (56)), 269-284.
Fern Yeo, S., Ling Tan, C., Kumar, A., Hua Tan, K., & Kit Wong, J. (2022). Investigating The Impact Of AI-Powered Technologies On Instagrammers’ Purchase Decisions In Digitalization Era: A Study Of The Fashion And Apparel Industry.
Geisfarad, H. (2022). Pengaruh Jingle Iklan Gulaku Terhadap Brand Awareness Audience Ibu-Ibu Arisan Komplek Meruya–Jakarta Barat. KOMUNIKOLOGI: Jurnal Ilmiah Ilmu Komunikasi, 19(01).
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Di Shopee Dengan Mediasi Brand Awareness. Insight Management Journal (Vol. 2, Issue 3). Https://Journals.Insightpub.Org/Index.Php/Imj
Ghali-Zinoubi, Z., & Toukabri, M. (2019). The Antecedents Of The Consumer Purchase Intention: Sensitivity To Price And Involvement In Organic Product: Moderating Role Of Product Regional Identity. Trends In Food Science & Technology, 90, 175-179.
Ghozali, I. (2021). Partial Least Square Konsep,Teknik Dan Aplikasi Menggunakan Program Smartpls 3.2.9 Untuk Penelitian Empiris (3rd Ed.).
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. Https://Doi.Org/10.18502/Kss.V4i6.6609
He, J., & Wang, C. L. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China. Journal of Business Research, 68(6), 1225-1233.
Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service industries journal, 29(2), 111-125.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social media influencers in strategic communication, 24-67.
Karoui, S., & Khemakhem, R. (2019). Consumer Ethnocentrism In Developing Countries. European Research On Management And Business Economics, 25(2), 63-71.
Kembau, A. S. (2020, August). The Effect of Consumer Interaction on Social Media (e-WOM) Towards Desire to Visit Tomohon City. In First International Conference on Applied Science and Technology (iCAST 2018) (pp. 170-174). Atlantis Press.
Keuangan, O. J. (2022). Penguatan Infrastruktur Digital Dukung E-Commerce Lebih Sustain. Retrieved from OJK Institute: https://www. ojk. go. id/ojk-institute/id/news/read/855/penguatan-infrastruktur-digital-dukung-e-commerce-lebih-sustain#:~: text= Hasil% 20survei% 20We% 20Are% 20Social, internet% 20di% 20Indonesia% 20berbelanja% 20online.
Kipnis, E., Kubacki, K., Broderick, A. J., Siemieniako, D., & Pisarenko, N. L. (2012). ‘They don't want us to become Them’: Brand Local Integration and Consumer Ethnocentrism. Journal of Marketing Management, 28(7-8), 836-864.
Lestari, E. R. (2019). Manajemen Inovasi: Upaya Meraih Keunggulan Kompetitif. Universitas Brawijaya Press.
Lea-Greenwood, G. (2012). Fashion Marketing Communications. John Wiley & Sons.
Nguyen, T., Dan, N., Chi, H., Hoang, P. T., Nguyen, T., Thuy, T., Ngoc, T., Nguyen, D., Dang, P. N., Tran, H., Thi, T., Nguyen, T., & Hoang Tran, P. (2022). The Impact Of Consumer Ethnocentrism On Purchase Intention: An Empirical Study From Vietnam. Journal Of Asian Finance, 9(2), 427–0436. Https://Doi.Org/10.13106/Jafeb.2022.Vol9.No2.0427
Olsen, G. D., & Pracejus, J. W. (2020). Customized Advertising: Allowing Consumers To Directly Tailor Messages Leads To Better Outcomes For The Brand. Journal Of Business Research, 116, 245-257.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), 103-121.
Potjanajaruwit, P. (2023). Influence Of Digital Marketing On Purchasing Decisions Of Internet Users In Thailand. Journal Of Southwest Jiaotong University, 58(1). Https://Doi.Org/10.35741/Issn.0258-2724.58.1.23
Putri Azzahra, F., Safaatul Barkah, C., Chan, A., & Wulan Tresna, P. (2021). Doctor Reisa’s Role As A Brand Ambassador For Dettol. In The International Journal Of Business Review (The Jobs Review (Vol. 4, Issue 1)
Qiu, L., Rahman, A. R. A., & Dolah, M. S. B. (2024). The Role of Souvenirs in Enhancing Local Cultural Sustainability: A Systematic Literature Review. Sustainability, 16(10), 3893.
Roy, S., Guha, A., Biswas, A., & Grewal, D. (2019). Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?. Journal of International Business Studies, 50, 295-317.
Saerang, R. T., Gunawan, E. M., & Wangke, S. J. C. (2023). Ketahanan Usaha (Business Resilience) UMKM Di Kota Manado Pada Masa Pasca-Pandemi Covid-19. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(3), 2279–2291. https://doi.org/10.35794/jmbi.v10i3.52876
Salsabilla, N., & Handayani, T. (2023). Pengaruh Online Customer Review Terjadap Minat Beli Di Sosial Media Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1759-1769.
Sanjaya, F. A., Ambarwati, R., Lesmanawati, D., Islam, U., Muhammad, K., & Al-Banjari, A. (2022). Pengaruh Social Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Yang Dimediasi Electronic Word Of Mouth (Studi Kasus: Konsumen Kedai “Ikhtiar” Banjarbaru). Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 6(2). Https://Doi.Org/10.35130/Jrimk
Schmidt, H. J., & Baumgarth, C. (2018). Strengthening internal brand equity with brand ambassador programs: Development and testing of a success factor model. Journal of Brand Management, 25, 250-265.
Seo, E. J., & Park, J. W. (2018). A Study On The Effects Of Social Media Marketing Activities On Brand Equity And Customer Response In The Airline Industry. Journal Of Air Transport Management, 66, 36–41. Https://Doi.Org/10.1016/J.Jairtraman.2017.09.014
Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward The Brand And Purchase Intentions. Journal Of Current Issues & Research In Advertising, 26(2), 53-66.
Sinha, P. K., Nag, B., & Agarwal, B. (2023). Utilizing Digital Marketing Methods TO Dissect Consumers’ Preferences. Journal Of Namibian Studies, 35–36.
Siamagka, N. T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66-86.
Silaban, D., Jaunanda, M., & Ferdinand, F. (2020). Perceived risk and intention to purchase from overseas sellers in Shopee: Jabodetabek consumer perspective. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(2).
Sugiyono. (2022). Metode Penelitian Kuantitatif Kualitatif Dan R &D. CV. Alfabeta, Bandung.
Teng, W. (2020). Importance Of Corporate Image For Domestic Brands Moderated By Consumer Ethnocentrism. Journal Of Product & Brand Management, 29(3), 257-272.
Vinerean, S. (2017). Importance of strategic social media marketing. Expert journal of marketing, 5(1), 28-35.
Wardhana, A., Kembau, A. S., Kumaat, A. P., & Sunara, T. A. (2023). The Analisis Pengaruh E-Service Quality Terhadap Customer Behaviour Dengan Mediasi Customer Satisfaction Dan Customer Trust. Jmbi Unsrat (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(3), 1932-1940.
Xin, L., & Seo, S. (2020). The Role Of Consumer Ethnocentrism, Country Image, And Subjective Knowledge In Predicting Intention To Purchase Imported Functional Foods. British Food Journal, 122(2), 448-464.
Yadav, S., & Kishor, N. (2023). Global Vs Local: A Choice Influenced By Consumer Ethnocentrism Level. NMIMS Management Review, 31(4), 240-255.
