The Role of Brand Ambassador and Electronic Word of Mouth towards Purchase Intention

Adhi Prasetio, Eko Dinar Purnamawati

Abstract

Beauty trends and Indonesian women are inseparable and make the cosmetic industry have the potential to continue to grow in the future. Recent media promotion trends show that Instagram is an essential medium for companies engaged in the cosmetic industry. The results of research conducted by the Zap Beauty Index in 2020 showed that as many as 77.2% of Indonesian women use social me- dia Instagram to find body care and beauty products. The purpose of this study is to analyze the role of brand ambassadors and three dimensions of eWOM: the eWOM quality, eWOM quantity, and the sender’s expertise in predicting purchase intention. This study is based on a survey of 400 online respondents. This research uses descriptive and SEM-PLS analysis techniques. Based on the study results, it can be concluded that brand ambassador, eWOM quality, eWOM quantity, and sender’s expertise have positive and significant influences in predicting purchase intention. As a managerial implication, our findings can help strategic marketing managers and marketers to focus on the identi- fied factors that drive purchase intention.

Keywords

Brand Ambassador, Electronic Word of Mouth, Purchase Intention

Full Text:

PDF

References

Bansal, H. S., & Voyer, P. A. (2000). World-of-mouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166–177.

Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1), 126–137.

Bhattacherjee, A. A. S. (2006). Influence process for information technology acceptance: an elaboration likelihood model. MIS Quarterly, 30(4), 805–825.

Cece, I. Sen. (2015). Pengaruh Brand Origin, Brand Ambassador dan Brand Image Terhadap Minat Beli Sepatu Macbeth di Sogo Galaxy Mall Surabaya. Manajemen Kinerja, 1(2).

Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Consumer Research. Advances in Consumer Research, 28(1), 129–133.

Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477–491.

Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The Impact of Positive Electronic Word of-Mouth on Customer Online Purchasing Decision. Lecture Notes in Computer Science, 5736, 501–510.

Chevalier, J., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.

Chinomona, R. (2013). The Impact of Product Quality on Perceived Value, Trust and Students Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences, 4(14).

Compas.co.id. (2021). Pionir Kosmetik Halal, Data Penjualan Wardah Tembus Rp 13,4 Miliar dalam 2 Minggu! Compas. https://compas.co.id/article/data-penjualan-wardah/

Dellarocas, C. (2003). The digitization of word-of-mouth: Promise and challenges of online reputation systems. Management Science, 49(10), 1407–1424.

Dou, X., Walden, J. A., Lee, S., & Lee, J. Y. (2012). Does Source Matter? Examining Source Effects in Online Rroduct reviews. Computers in Human Behavior, 28(5), 1555–1563.

Elwafi, S. (2020). Kecantikan Menjadi Gaya Hidup Sehingga Mendorong Industri Kosmetik di Indonesia. Kompasiana.Com.

Fan, Y. W., Miao, Y. F., Fang, Y. H., & Lin, R. Y. (2013). Establishing The Adoption of Electronic Word-of-Mouth Through Consumers’ Perceived Credibility. International Business Research, 6(3), 58.

Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.

Godes, D., & Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence From A Field Test. Marketing Science, 28(4), 721–739.

Hosein, N. . (2012). Measuring the Purchase Intention of Visitors to the Auto Show. Journal of Management and Marketing Research, 1–17.

Huyen, T. T., & Costello, J. (2017). Quality versus Quantity: An Investigation into Electronic Word of Mouth’s Influence on Consumer Buying Intention. Journal of Promotional Communications, 5(2), 137–155.

Jalilvand, M. R., & Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476.

Khan, A., & Lodhi, S. (2016). Influence of Celebrity Endorsement on Consumer Purchase Decision: A Case of Karachi. Imperial Journal of Interdisciplinary Research, 2(1).

Kotler, P., & Armstrong, G. (2015). Principles of Marketing (16th ed.). Pearson Education Limited.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited. https://doi.org/10.1080/08911760903022556

Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of Marketing (4th ed.). Pearson Education Limited.

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2).

Lee, J., & Lee, J. (2009). Understanding The Product Information Inference Process in Electronic Word-of-Mouth: An Objectivity–Subjectivity Dichotomy Perspective. Journal Information & Management, 46(5), 302–311.

Lee, J., Park, D., & Han, I. (2008). The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View. Electronic Commerce Research and Applications, 7(3), 341–352.

Lin, C. H., Wu, Y. S., & Chen, V. J. C. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. International Conference on Technology Innovation and Industrial Management.

Liu, Y. (2006). Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Receipts. Journal of Marketing, 70(10), 74–89.

Lu, Q., Ye, Q., & Law, R. (2014). Moderating effects of product heterogeneity between online word-of-mouth and hotel sales. Journal of Electronic Commerce Research, 15(1), 1–12.

Mardiani, A. S., & Wardhana, A. (2018). The Effect of Brand Ambassador towards Buyers Interest of Bandung Kunafe Cake. E-Proceeding of Management, 5(2).

Matute, J., Polo-redondo, Y., & Utrillas, A. (2016). The Influence of EWOM Characteristics on Online Repurchase Intention: Mediating Roles of Trust and Perceived Usefulness. Online Information Review, 40(7), 1090–1110.

Mayzlin, D., Dover, Y., & Chevalier, J. (2014). Promotional Reviews: An Empirical Investigation of Online Review Manipulation. American Economic Review, 104(8), 2421–2455.

Melinda, M., Sari, P. K., & Prasetio, A. (2018). Analisis Pengaruh Electronic Word of Mouth (eWOM) Terhadap Purchase Intention Pada Followers Akun Instagram Adorable Projects. E-Proceedings of Management, 5(2).

Nancy, Goenawan, F., & Monica, V. (2020). Efektifitas Penggunaan Brand Ambassador Laneige Dalam Model VisCAP. Jurnal E-Komunikasi, 8(2).

Nelson, R. R., Todd, P. A., & Wixom, B. H. (2005). Antecedents of Information and System Quality: An Empirical Examination Within The Context of Data Warehousing. Journal of Management Information Systems, 21(4), 199–235.

Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The Implications of eWOM adoption on The Customer Journey. Journal of Consumer Marketing.

Ningrum, N. . (2016). Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen MD Clinic By Lazeta. Bisnis Dan Iptek, 141(152).

Nusaresearch.net. (2021). Laporan Tentang Makeup Routine.

Pavlou, P., Liang, H., & Xue, Y. (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, 31(1), 105–136.

Ratchford, B. T., Talukdar, D., & Lee, M.-S. (2001). A Model of Consumer Choice of The Internet As An Information Cource. International Journal of Electronic Commerce, 5(3), 7–22.

Ratchford, B. T., Talukdar, D., & Lee, M. S. (2007). The Impact of The Internet on Information Search for Automobiles. Journal of Consumer Research, 34, 111–119.

Riduwan. (2012). Skala Pengukuran Variabel-Variabel Penelitian. CV. Alfabeta.

Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The Effect of E-WOM on Customer Purchase Intention. International Academic Research Journal of Social Science, 2(1), 73–80.

Sadrabadi, A. N., Saraji, M. K., & Zadeh, M. M. (2018). Evaluating the Role of Brand Ambassadors in Social Media. Journal of Marketing Management and Consumer Behavior, 2(3). https://journal-of-marketing-management-and-consumer-behavior.com/index.php/JMMCB/article/view/102

Saputro, A., & Sugiharto, S. (2018). Pengaruh Digital Marketing dan Brand Ambassador dalam Membentuk Brand Identity sebagai Variabel Intervensi terhadap Purchase Intention pada Produk Markobar. Jurnal Strategi Pemasaran, 5(2).

Sekaran, U., & Bougie, R. (2010). Research Methods for Business: A Skill Building Approach (5th ed.). John Willey & Sons Ltd.

Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining The Antecedents of Persuasive EWOM Messages in Social Media. Online Information Review, 38(6), 746–768.

Thompson, N. (2003). Communication and Language: A Handbook of Theory and Practice. Palgrave MacMillan.

Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9.

Wang, X. W., Teo, H. H., & Kwok, K. W. (2015). Simultaneity and interactivity of the effects of communication elements on consumers’ decision making in ewom system. Journal of Electronic Commerce Research, 16(3), 153–174.

Wei, H., & Leng, F. (2017). Research on Influence of Electronic Word of Mouth on Consumers’ Purchase Intentions. 4th International Conference on Economics and Management, 145–150.

Widagdo, B., & Saputri, M. E. (2017). Pengaruh Electronic Word of Mouth Terhadap Purchase Intention Melalui Media Sosial Twitter Pada Chatime Indonesia. E-Proceeding of Management, 4(3), 2904.

Xiaorong, F., Bin, Z., Qinghong, X., Liuli, X., & Yu, C. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–48.

View Counter: Abstract - 3103 and PDF - 2711

Refbacks

  • There are currently no refbacks.


Bookmark and Share