The Influence of Endorser Credibility, Brand Image, and Perceived Value on Customer Satisfaction Mediated by Brand Trust (Study of Jafra Consumers in Jakarta

Raditia Nurcahya; Aam Bastaman

doi:10.35877/454RI.qems2493

Raditia Nurcahya Faculty of Economics and Business, Universitas Trilogi, Jl. TMP. Kalibata No.1, RT.4/RW.04, Duren Tiga, Kec. Pancoran, Jakarta, Indonesia (ID)
Aam Bastaman Faculty of Economics and Business, Universitas Trilogi, Jl. TMP. Kalibata No.1, RT.4/RW.04, Duren Tiga, Kec. Pancoran, Jakarta, Indonesia (ID)

https://doi.org/10.35877/454RI.qems2493

Keywords: Endorser Credibility, Brand Image, Perceived Value, Customer Satisfaction, Brand Trust

Viewed = 0 time(s)

Abstract

This study aimed to determine the effects of Endorser Credibility, Brand Image, and Perceived Value on Customer Satisfaction among Jafra consumers in South Jakarta, mediated by Brand Trust, Brand Image, and Perceived Value obtained through distributing questionnaires. The research population consisted of Jafra consumers in South Jakarta, with a sample of 100 people selected using purposive sampling. Data were analyzed using PLS-based SEM. The results indicated that the variables of Endorser Credibility, Brand Image, and Perceived Value had a significant effect on Brand Trust. Furthermore, the results demonstrated that Endorser Credibility, Perceived Value, and Brand Trust significantly influenced Customer Satisfaction. Additionally, it was found that Brand Trust mediated the relationship between Brand Image and Customer Satisfaction, as well as between Perceived Value and Customer Satisfaction.

References

Abidin, K., & Roni, M. (2017). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Motor Matic Honda Beat (Studi Kasus Pada Konsumen Pengguna Motor Matic Honda Beat Mahasiswa Universitas Bina Darma Palembang). Universitas Bina Dharma. http://eprints.binadarma.ac.id/3649/

Akmal, R. A., & Trenggana, A. F. M. (2019). Pengaruh E-Service Quality dan Perceived Value Terhadap Kepuasan Pelanggan Pengguna Aplikasi M-TIX Mobile Cinema XXI. EProceedings of Management, 6(3).

Baniya, R. (2017). Components of celebrity endorsement affecting brand loyalty of Nepali customers. Journal of Business and Management Research, 2(1–2), 52–65.

Chaudhary, U., & Asthana, A. (2015). Impact of celebrity endorsements on consumer brand loyalty: Does it really matter. International Journal of Scientific and Research Publications, 5(12), 220–225.

Chrystiantari, M. C., & Suyanto, A. M. A. (2020). Analisis Faktor-Faktor Pembentuk Customer Perceived Value E-Commerce Di Indonesia. Jurnal Mitra Manajemen, 4(2), 215–224.

Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali. Udayana University.

El Nissi, Y., & Budiono, H. (2019). Kepercayaan Merek Sebagai Mediator Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Merek. Jurnal Manajerial Dan Kewirausahaan, 1(3), 629–634.

Ferdinandus, L., & Gomies, S. J. (2021). Analisis Pengaruh Kualitas Pelayanan dan Nilai yang dirasakan Terhadap Kepuasan Konsumen dan Intensitas Pembelian. PUBLIC POLICY; Jurnal Aplikasi Kebijakan Publik Dan Bisnis, 2(1), 122–141.

Ferrinadewi, E. (2016). Pengaruh nilai-nilai hedonis dan konsep diri terhadap keputusan pembelian dan dampaknya pada loyalitas merek di Surabaya (studi pada pembelian barang mewah). E-Jurnal Manajemen KINERJA, Universitas Narotama, Surabaya, 2(02), 331–336.

Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip. Semarang.

Hasan, H., Kiong, T. P., & Ainuddin, R. A. (2014). Effects of perceived value and trust on customer loyalty towards foreign banks in Sabah, Malaysia. Global Journal of Emerging Trends in E-Business, Marketing and Consumer Psychology, 1(2), 137–153.

Karki, D., & Panthi, A. (2018). How food quality, price, ambiance and service quality effects customer satisfaction: A study on Nepalese restaurants in Finland. Degree Program in Tourism and Hospitality Management. University of Applied Science.

Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 4.0: Moving from Traditional to Digital.

Lestari, I., Sadalia, I., Rini, E. S., & Sembiring, B. K. F. (2023). The Influence of Brand Trust and Product Quality on Customer Loyalty Through Customer Engagement on Users Toyota Cars in Medan City. Proceeding of The International Conference on Business and Economics, 1(2), 43–61.

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. Frontiers in Psychology, 10, 2567.

Lukman, E., Hartono, H., & Budiwati, H. (2019). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Pada Pengguna Helm Merek Ink (Studi Kasus Pada Mahasiswa Stie Widya Gama Lumajang). Jobman: Journal of Organization and Bussines Management, 1(3), 148–161.

Malini, S., & Ginting, E. D. J. (2017). The Role of Perceived Value and Sales Promotion on Customer Satisfaction and Their Impact on Repurchasing Intentions of Gojek Transportation Users. Psikologia: Jurnal Pemikiran Dan Penelitian Psikologi, 12(2), 108–121.

Marsellina, M., & Budiono, H. (2019). Pengaruh Kepercayaan Merek dan Citra Merek Terhadap Kepuasan Pelanggan Uniqlo di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 1(4), 788–794.

Nuraeni, N., Sukarelawati, S., & Fitriah, M. (2015). Hubungan antara kekuatan kredibilitas komunikator dalam komunikasi interpersonal dengan kepuasan pelanggan di Rancamaya Golf dan Country Club di Kabupaten Bogor. Jurnal Komunikatio, 1(1).

Oktiani, A., Khadafi, R., Ekonomi, F., Moch, U., Jember, S., Com, A., & Id, K. C. (2018). the Effect of Brand Awareness, Brand Image and Word of Mouth on Brand Trust and Establishment of Brand Loyalty in C’Bezt Friedchiken Customers, Sub District Genteng, Banyuwangi. Journal of Economic, Business and Accounting (COSTING), 1(2), 269–282.

Pratama, A. G., Zaid, M. I., & Nurmalasari, Y. (2021). Pengaruh Perceived Value Terhadap Customer Identification dengan Dimediasi Customer Satisfaction pada Store Brand Indomaret. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 156–164.

Putri, W., & Harti, H. (2022). Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Pada Produk Scarlett. Jurnal Dimensi, 11(2), 346–363.

Rahmadhani, S., Nofirda, F. A., & Sulistyandari, S. (2022). The Influence of Product Quality, Brand Image and Brand Trust on Brand Loyalty with Customer Satisfaction as Mediation (Studies on Apple Brands). DeReMa (Development Research of Management): Jurnal Manajemen, 17(2), 205–222.

Riskhi, A. N. M., Munandar, J. M., & Najib, M. (2018). Pengaruh kredibilitas endorser terhadap minat beli dengan tiga tipe konsumen pada industri busana muslimah. Mix: Jurnal Ilmiah Manajemen, 8(3), 579–596.

Sallam, M. A. A., & Wahid, N. A. (2012). Endorser credibility effects on Yemeni male consumer’s attitudes towards advertising, brand attitude and purchase intention: The mediating role of attitude toward brand. International Business Research, 5(4), 55.

Sanjiwani, N. M. D., & Suasana, I. (2019). Peran brand image dalam memediasi pengaruh kualitas produk terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721.

Santoso, D. H. (2020). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Smartphone Oppo Dengan Kepercayaan Konsumen Sebagai Variabel Intervening. Universitas Muhammadiyah Malang.

Saputra, A. (2019). Survei penggunaan media sosial di kalangan mahasiswa kota padang menggunakan teori uses and gratifications. Baca: Jurnal Dokumentasi Dan Informasi, 40(2), 207–216.

Sastrawan, M. D., & Pramudana, K. A. S. (2022). Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung. E-Jurnal Manajemen Universitas Udayana, 11(4).

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, 101742.

Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909.

Statistik, B. P. (2020). Statistik Perdagangan Luar Negeri Impor 2020 Jilid I. Badan Pusat Statistik, Jakarta.

Sugiyono, S. (2019). Metodologi Penelitian Kualitatif Kuantitatif dan R&D. Bandung. Cv. Alfabeta.

Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating Pada Startup Business Unicorn Indonesia. Journal of Business Studies, 4(1), 41–53.

Wardhana, D. Y. (2016). Pengaruh Kredibilitas Endorser Pada Niat Beli Konsumen Dan Tingkat Kepercayaan Pada Iklan. Kinerja, 20(1), 13. https://doi.org/10.24002/kinerja.v20i1.694

Wilson, N., & Christella, R. (2019). An empirical research of factors affecting customer satisfaction: A case of the Indonesian e-commerce industry. DeReMa Jurnal Manajemen, 14(1), 21–44.