The role of celebrity endorsers, social media campaigns, and co-branding in shaping brand image: a case study of Es Teh Indonesia
Keywords:
Celebrity Endorser, Social Media Marketing, Co-Branding, Brand Image
Abstract
This research purposes to analyze "The Effect of Celebrity Endorser, Social Media Marketing, and Co-Branding on The Brand Image of Es Teh Indonesia in Padang City". The population of this research is the people of Padang City who already know the brand of Es Teh Indonesia drink. This study used samples taken using the technique of purposive sampling with a sample of 170 people in 2023. This research was analyzed using SPSS version 25. With the following research results: (1) Celebrity endorser hasn’t significant effect on the brand image. (2) Social media marketing has positive and significant effect on the brand image. (3) Co-Branding has positive and significant effect on the brand image.
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References
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Arianty, Nel dan Ari Andira. 2021. Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. https://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view. Diakses pada 26 Maret 2023.
Damayanti, Silvy, dkk. 2021. Pengaruh Social Media Marketing terhadap Brand Image Mypangandaran Tour and Travel. Jurnal Ilmu Manajemen: 9 (3), 852-862.
Dewa, Chriswardana Bayu. 2018. Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Wisatawan Yogyakarta pada Produk Oleh-oleh Jogja Scrummy. Jurnal Manajemen: 8(1), 1-9.
Editor. 2022. 5 Merek Minuman Kekinian Favorit di Indonesia 2022. https://goodstats.id/infographic/5-merek-minuman-kekinian-favorit-di-indonesia-2022. Diakses pada 7 Maret 2023.
Erfgen. 2005. Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research. University of Hamburg, 40.
Kaer Li, X.W. 2019. How does Co-Branding Influence Brand Image-A Qualitative Research on Supreme’s Brand Image from Cunsomers’ Perspectives. Department of Business Studies Uppsala University.
Keller, K. L. 2013. Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fourth Edition). England: Pearson.
Kotler, Philip, Armstrong, dan Gary. 2012. Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Kotler, Philip dan Kevin Lane Keller. 2016. Marketing Managemen, 15th Edition. Pearson Education, Inc.
Lipsman. A. dkk. 2012. The Power of “Like” How Brand Reach (and Influence) Through Social Media Marketing. Journal of Advertising Research: 52 (1), 357-365.
Muthohar, Muchsin dan Amin Ramadhan Triatmaja. 2013. Pengaruh Endorser Ulama Terhadap Sikap dan Minat Beli Konsumen. Jurnal Bisnis dan Ekonomi (JBE): 19(1), 86-99.
Narayana, Kompyang Gede Sathya dan Gede Bayu Rahanatha. 2020. Peran Brand Image Memediasi Social Media Marketing terhada Keputusan Pembelian. E-Jurnal Manajemen, 9 (5), 1967.
Nurpriyanti, Vika dan Ratih Hurriyati. 2016. Pengaruh Kinerja Co-Branding Terhadap Keputusan Pembelian (Survey pada Mini Market Penjual Es Krim Wall’s Selection Oreo di Kecamatan Cikajang-Garut). Journal of Business Management and Entrepreneurship Education: 1(1), 98-114.
Pratama, R, B. Widjajanta, dan G. Razati. 2017. Co-Branding dan Pengaruhnya terhadap Brand Image. Strategic: 17 (1), 14.
Putra, Iqbal Sazili dan Rohmiati. 2023. Strategi Co-Branding Skilvul dalam Meningkatkan Brand Image melalui Program Webinar Skilvul Bersama Tokopedia di Instagram. Jurnal Ilmu Sosial, Politik, dan Humaniora: 7 (1), 80.
Sabunwala, Z. 2013. Impact of Celebrity Brand Endorsements on Citra merekand Product Purchase – A Study for Pune Region of India. International Journal of Research in Business Management. 1(6), pp: 37-42.
Sangadji, E. M. dan Sopiah. 2013. Perilaku Konsumen: Pendekatan Praktis. Yogyakarta: Andi Yogyakarta.
Sugiyono. 2019. Metode Penelitian Kualitatif Kuantitatif dan R&D. CV. Alfabeta. https://doi.org/http://catalog.unugha.ac.id//lib/minigalnano/createthumb.php?filename=images/docs/downoad.jg.jpg&width=200.
Sulistyawati, Eka dan I Ketut Triya Darma Putra. 2015. Peran Brand Image dalam Memediasi Pengaruh Celebrity endorser terhadap Niat Beli. E-Jurnal Manajemen Unud, Vol. 4, No. 6, 1725.
Susetiyono, Budi dan Megayani. 2020. Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Produk Smartphone Oppo Melalui Word of Mouth sebagai Variabel Mediasi (Studi Kasus Mahasiswa Universitas Negeri Jakarta). Jurnal STEI Ekonomi: 20(20),18.
Weiberg, T. 2009. The New Community Rules: Marketing on the Social Web. California: O’ Reilly.
Yadav, M., dan Z Rahman. 2017. Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation. Telematics and Informatics, 34(7), 1294–1307.
Published
2023-09-30
How to Cite
Fataras Larasti, & Evanita, S. (2023). The role of celebrity endorsers, social media campaigns, and co-branding in shaping brand image: a case study of Es Teh Indonesia . Marketing Management Studies, 3(3), 241-252. https://doi.org/10.24036/mms.v3i3.403
Section
Articles
