The Mediating Role of Brand Trust in The Influence of Celebrity Endorser Credibility on Purchase In-tention: A Study on Luxcrime Cosmetic Products in Denpasar
DOI:
https://doi.org/10.70142/ijbmel.v2i3.334Keywords:
Brand trust, Celebrity endorser credibility, Consumer perception, Marketing strategy, Purchase intentionAbstract
The rapid growth of the Indonesian beauty industry has intensified competition among local brands, including Luxcrime, which faces challenges in increasing purchase intention. This study aims to examine the mediating role of brand trust in the relationship between celebrity endorser credibility and purchase intention among potential consumers of Luxcrime in Denpasar. The research applies the Stimulus-Organism-Response (SOR) theory as the theoretical foundation. A quantitative approach was used with purposive sampling, involving 110 respondents who had never purchased Luxcrime products. Data were collected through questionnaires and analyzed using path analysis and the Sobel test for mediation. The findings show that celebrity endorser credibility has a significant positive effect on purchase intention, both directly and indirectly through brand trust. Furthermore, brand trust significantly mediates the effect of celebrity endorser credibility on purchase intention. These results suggest that credible public figures not only directly influence consumers’ buying intentions but also strengthen brand trust, which in turn increases purchase intention. This study contributes theoretically to the understanding of the SOR framework in beauty marketing and offers practical insights for cosmetic brands in leveraging credible celebrity endorsements to build consumer trust and drive purchase decisions.
References
J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 7th ed. Upper Saddle River, NJ: Pearson, 2010.
N. Hanaya and R. Maulana, “Pengaruh kredibilitas selebriti endorser terhadap keputusan pembelian produk fashion online,” Jurnal Ilmu Manajemen, vol. 9, no. 2, pp. 112–121, 2024. [Online]. Available: https://journal.um.ac.id/index.php/jim/article/view/28567
J. Huo, C. Zhang, and J. Ma, “The impact of celebrity endorsement on consumers’ purchase intention: The mediating role of brand trust,” Frontiers in Psychology, vol. 13, pp. 1–12, 2022. doi: 10.3389/fpsyg.2022.901276.
M. Jayanti and T. Tasrim, “Stimulus-Organism-Response (SOR) approach to analyze online consumer purchasing decisions,” Jurnal Ilmu Manajemen, vol. 10, no. 1, pp. 1–10, 2022.
P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 5.0: Technology for Humanity. Hoboken, NJ: Wiley, 2022.
A. R. Kusdayanti and R. Y. Nugroho, “Pengaruh celebrity endorser terhadap keputusan pembelian melalui brand image,” Jurnal Ilmu dan Riset Manajemen, vol. 12, no. 6, pp. 1–18, 2023.
J. Lee, “The effect of celebrity endorsement on consumer behavior: Brand trust as a mediator,” Journal of Marketing Research, vol. 59, no. 3, pp. 413–428, 2021. doi: 10.1177/00222437211023456.
A. Mehrabian and J. A. Russell, An Approach to Environmental Psychology. Cambridge, MA: MIT Press, 1974.
P. Novitasari, A. K. Sary, and A. Santoso, “The Influence of Celebrity Endorser Credibility on Purchase Intention in Instagram,” Jurnal Administrasi Bisnis, vol. 14, no. 1, pp. 45–54, 2022. doi: 10.22219/jab.v14i1.19748.
S. Nuraida, D. Hastuti, and R. Triastie, “The Role of Brand Trust in Mediating the Influence of Celebrity Endorser Credibility on Purchase Decisions,” Jurnal Administrasi dan Bisnis, vol. 11, no. 3, pp. 213–220, 2022. doi: 10.21009/JAB.113.04.
B. Rachmad, R. Astuti, and M. Andarwati, “The role of brand trust in mediating the effect of celebrity endorsement on purchase decisions,” Jurnal Ekonomi dan Kewirausahaan, vol. 22, no. 1, pp. 21–30, 2023.
P. Sari and M. M. Utami, “Brand trust as a mediator of the influence of brand image on purchase intention,” Jurnal Riset Manajemen dan Bisnis (JRMB), vol. 17, no. 2, pp. 153–160, 2022.
N. J. Setiadi and A. Yulianto, “Pengaruh celebrity endorser terhadap brand trust dan niat beli ulang,” Jurnal Manajemen dan Bisnis Indonesia, vol. 7, no. 2, pp. 144–154, 2023.
T. Sitorus, “The influence of celebrity endorsement credibility on consumer purchase intention in the beauty industry,” Jurnal Ilmu Ekonomi dan Bisnis Islam, vol. 7, no. 1, pp. 88–95, 2023.
Statista, “Indonesia: Revenue in the Cosmetics market 2024,” Statista Market Forecast, 2024. [Online]. Available: https://www.statista.com/outlook/cmo/cosmetics/indonesia
M. Talwar, F. Jabeen, and S. Ahuja, “The mediating role of brand trust in SOR theory: A study on beauty influencers in Southeast Asia,” Journal of Consumer Behaviour, vol. 21, no. 5, pp. 765–779, 2022. doi: 10.1002/cb.1990.
R. Tanjung and Keni, “The influence of celebrity endorser credibility on purchase intention through brand image and brand trust as mediation variables,” Jurnal Manajemen Pemasaran, vol. 16, no. 2, pp. 87–96, 2022. doi: 10.9744/jmp.16.2.87.
D. Wijaya and Keni, “The mediating effect of brand trust on the relationship between celebrity endorser credibility and online purchase intention,” Jurnal Ilmu dan Riset Manajemen, vol. 11, no. 8, pp. 1–15, 2022.
N. Yulianti and Y. Deliana, “The shifting culture of coffee consumption and its marketing implications in Indonesia,” Jurnal Ekonomi dan Pemasaran, vol. 9, no. 1, pp. 22–31, 2018.
H. Zainuddin and R. Aditya, “Peran brand trust dalam memediasi pengaruh celebrity endorser terhadap minat beli,” Jurnal Manajemen dan Organisasi, vol. 17, no. 3, pp. 202–210, 2022.
