Nicholas Wilson


In this era, celebrities serve as one of the most important factors when endorsing a product. More and more companies are battling it out to recruit the best celebrity which they see as one of the key factors in increasing people’s interest in their product. Therefore, this research attempts to understand whether or not a celebrity endorser positively affects consumers’ Purchase Intention, both directly and indirectly toward Brand Awareness in the Chinese-brand smartphone in Indonesia. This research implements a survey method, in which a total of 200 questionnaires were distributed to all respondents participating in this research. All of the data were analysed using partial least squares-structural equation modelling (PLS-SEM). Based on the results of the data analysis, the author concludes that a celebrity endorser plays a significant role in affecting consumers Purchase Intention toward Chinese-brand smartphone in Indonesia, both directly and indirectly toward Brand Awareness. Based on these findings, the author would like to suggest to Chinese-brand smartphone companies who operate their business in Indonesia that they fully understand the strategy which enables the company to properly recruit the celebrities needed to become the ambassador or endorser of the companies’ products in order to increase people’s awareness toward the brand of the product, which in turns could increase people’s intention to try and buy the product in the future. This research also contributes to the development of the theories in which all variables in this research were assessed in the Indonesian Chinese-brand smartphone sector.

Abstrak Bahasa Indonesia Di era sekarang ini, selebriti memegang peranan yang sangat penting di dalam mempromosikan suatu produk yang dipasarkan kepada masyarakat luas, dimana banyak perusahaan berlomba untuk saling bersaing di dalam merekrut selebriti terbaik yang dianggap dapat meningkatkan minat masyarakat terhadap produk yang dijual. Berdasarkan hal tersebut, maka penelitian ini dilakukan guna mengetahui bagaimana pengaruh celebrity endorser terhadap intensi pembelian, baik secara langsung ataupun tidak langsung melalui Kesadaran Merek pada chinese-brand smartphone di Indonesia. Adapun sektor Chinese-brand smartphone merupakan salah satu sektor yang pertumbuhannya dapat dikatakan cukup pesat di Indonesia, dimana, salah satu indikatornya dapat terlihat dari semakin banyaknya perusahaan smartphone asal china yang masuk ke pasar Indonesia, serta semakin tingginya animo masyarakat Indonesia terhadap Chinese-brand smartphone ini. Penelitian ini mengimplementasikan metode survey, dimana, sebanyak 200 kuesioner disebarkan kepada yang responden berpartisipasi pada penelitian ini, dimana, seluruh data dinyatakan valid dan dapat diproses pada penelitian ini. Seluruh data kemudian dianalisis dengan menggunakan metode partial least squares-structural equation modelling (PLS-SEM). Berdasarkan hasil analisis data, peneliti menyimpulkan bahwa celebrity endorser berpengaruh positif terhadap Intensi Pembelian pada chinese-brand smartphone di Indonesia, baik secara langsung ataupun tidak langsung melalui Kesadaran Merek. Berdasarkan hal ini, maka peneliti menyarankan kepada perusahaan smartphone asal china yang berdiri di Indonesia untuk dapat menyusun strategi yang efektif, seperti merekrut selebriti ataupun artis yang memang kredibel dan cocok dengan citra yang ingin dutnjukkan perusahaan terhadap produk yang dijual, guna meningkatkan kesadaran dan minat masyarakat terhadap produk yang dijual. Selain itu, hasil dari penelitian ini juga berkontribusi pada pengembangan teori berkaitan dengan variabel-variabel pada penelitian ini, dimana, variabel-variabel pada penelitian ini diteliti pada industri Chinese-brand smartphone di Indonesia.



Celebrity Endorser; Brand Awareness; Purchase Intention; Chinese-Brand Smartphone



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