The influence of over endorsement on purchase intentions is mediated by the authenticity and credibility of influencers on social media influencers on Tiktok
Keywords:
Over Endorsement, Influencer Authenticity, Influencer Credibility, Purchase Intention
Abstract
Currently, many social media influencers make over endorsements so that it can reduce the perception of authenticity and expertise of the influencer, which in turn affects the intention to buy the endorsed product. This research was conducted with the aim of analyzing how the influence of Over Endorsement influences Purchase Intentions, with Influencer Authenticity and Credibility as mediating factors, on Social Media Influencers on Tiktok. The subjects of this research are people who use TikTok and show interest in products or services that are often endorsed by influencers in West Sumatra. The research participants totaled 200 respondents selected as samples. Data was collected through online distribution of questionnaires via Google Form, and then analyzed using SmartPLS software. The results of this study reveal that (1) Influencer authenticity has a significant positive influence on purchase intention, and (2) Influencer credibility has a significant positive influence on purchase intention (3) Over endorsement has a negative influence on influencer authenticity (4) Over endorsement has negative influence on influencer credibility. (5) Over Endorsement mediated by influencer authenticity and credibility on purchase intentions has a negative influence.
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References
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Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58(January), 214–243. https://doi.org/10.1016/j.jhtm.2024.01.007
Bayu Wibisono, M. M., Prasetyanto, H., Sitanggang, B., Dewangga, A., & Maryati, M. (2023). Impacts of Influencers on Customer’s Purchase Intentions in Instagram. Indonesian Business Review, 6(1), 35. https://doi.org/10.21632/ibr.6.1.35-48
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Candra, B. F., & Suparna, G. (2019). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 8(11), 6638. https://doi.org/10.24843/ejmunud.2019.v08.i11.p13
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Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79(February), 103831. https://doi.org/10.1016/j.jretconser.2024.103831
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. In Asia Pacific Journal of Management (Vol. 41, Issue 2). Springer US. https://doi.org/10.1007/s10490-023-09871-y
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Danendra, R., Kennedy, K., Christian, A., Marogunawan, M., Studi Ilmu Komunikasi, P., & Kristen Indonesia Jl Mayor Jendral Sutoyo No, U. (2024). Peran Influencer Dalam Belanja Online Di Media Sosial TikTok. 2(2), 214–221. https://doi.org/10.47861/tuturan.v2i2.951
Danuri, M. (2019). PERKEMBANGAN DAN TRANSFORMASI. 116–123.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: theDe Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36,. International Journal of Advertising, 36, 1–31. https://doi.org/10.1080/02650487.2017.1348035
Erlita Khrisinta Dewi, & Citra Ayu Nur Kholifah. (2022). Fenomena Endorsement Sebagai Tren Media Pemasaran Digital Di Indonesia. Nusantara Hasana Journal, 1(10), 152–162. https://doi.org/10.59003/nhj.v1i10.834
Firdayanti, A., Putri, D. A., Risuandi, D., & ... (2022). Literature Review Keputusan Pembelian Melalui Minat Beli: Promosi Dan Endorsement. … Pendidikan Dan Ilmu …, 3(1), 301–313. https://dinastirev.org/JMPIS/article/view/865
Garchia, C. (2019). Analisa Pengaruh Komitmen Manajemen terhadap Competitive Advantage Perusahaan melalui Supplier Buyer Relationship dan Implementasi Just in Time. Petra Business and Management Review, 5(1), 102–117.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.05.024
Lady, Lady, & Ageng, A. (2021). Analisis Pengaruh Perceived Authenticity, eWOM,Price Sensitivity Terhadap Purchase Intention Di Mediasi oleh Perceived Value Pembelian Sepatu Olahraga Original di Kota Batam. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 1957–1970. https://journal.uib.ac.id/index.php/combines/article/view/4736
Lina, L. F., & Permatasari, B. (2020). Kredibilitas Selebriti Mikro pada Niat Beli Produk di Media Sosial. REVENUE: Jurnal Manajemen Bisnis Islam, 1(2), 135–146. https://doi.org/10.24042/revenue.v1i2.6296
Lolita, T. L. V. (2022). Characteristics of Influencer Relations: A Literature Review. Jurnal Ilmu Komunikasi, 20(3), 288. https://doi.org/10.31315/jik.v20i3.6898
Maidiana, M. (2021). Penelitian Survey. ALACRITY : Journal of Education, 1(2), 20–29. https://doi.org/10.52121/alacrity.v1i2.23
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Michael Page, I. (2022). Pengaruh Strategi Pemasaran terhadap Keputusan Pembelian Asuransi Kendaraan Bermotor pada PT Asuransi Sinarmas Cabang Garut. 7(2).
Okonkwo, I., & Namkoisse, E. (2023). The Role of Influencer Marketing in Building Authentic Brand Relationships Online. Journal of Digital Marketing and Communication, 3(2), 81–90. https://doi.org/10.53623/jdmc.v3i2.350
Purwanza, S. W., Wardhana, A., Mufidah, A., Renggo, Y. R., Hudang, A. K., Setiawan, J., & Darwin. (2022). Metodologi Penelitian Kuantitatif, Kualitatif dan Kombinasi. In Media Sains Indonesia (Issue March).
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Risdiyanto, C. F., Inan, D. I., Wurarah, R. N., & Fenetiruma, O. A. (2024). Analisis Faktor-faktor Pendukung dan Penghambat Beralih Mengadopsi Mobile Banking di Papua Barat Memanfaatkan PLS-SEM dan Perspektif Status Quo Bias. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 4(2), 637–646. https://doi.org/10.57152/malcom.v4i2.1289
Romadlon, A., Marlien, R. A., & Widyasari, S. (2020). Pengaruh Digital Marketing, Kepercayaan dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat). Proceeding SENDIU, 2016, 701–707.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention. Journal of Risk and Financial Management, 15(7). https://doi.org/10.3390/jrfm15070276
Shih, I. T., Silalahi, A. D. K., & Eunike, I. J. (2024). Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce. Computers in Human Behavior Reports, 13(168), 100363. https://doi.org/10.1016/j.chbr.2023.100363
Singh, P. (2024). Beyond the basics: Exploring the impact of social media marketing enablers on business success. Heliyon, 10(5), e26435. https://doi.org/10.1016/j.heliyon.2024.e26435
Strategi Pemasaran terhadap Keputusan Pembelian Asuransi Kendaraan Bermotor pada Asuransi Sinarmas Cabang Garut. (2019). Journal of Knowledge Management, 12(01), 12–20. https://journal.uniga.ac.id/index.php/JKM/article/view/613%0Ahttps://e-jurnal.nobel.ac.id/index.php/massaro/article/view/644
Susanto, P. C., Arini, D. U., Yuntina, L., Soehaditama, J. P., & Nuraeni. (2024). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). Jurnal Ilmu Multi Disiplin, 3(1), 1–12. https://creativecommons.org/licenses/by/4.0/
Thuy, T., Ngo, A., Bui, C. T., Khanh, H., Chau, L., & Phuc, N. (2024). Heliyon Electronic word-of-mouth ( eWOM ) on social networking sites ( SNS ): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168. https://doi.org/10.1016/j.heliyon.2024.e32168
Yuwono WPermata NChristiarini R. (2024). The Influence of Celebrity Endorsements on Purchase Decisions Mediated by Brand Image and Perceived Brand Quality of MS Glow Cosmetics Products Analisis Pengaruh Influencer Credibility Terhadap Purchase Intention Produk Skincare Lokal Dengan Mediasi Brand. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 510–519. https://doi.org/10.22437/jmk.v13i02.31782
Zniva, R., Weitzl, W. J., & Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 23(3), 1485–1514. https://doi.org/10.1007/s10660-022-09653-6
Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6), e16765. https://doi.org/10.1016/j.heliyon.2023.e16765
Amalia Ferniansyah, Siti Nursanti, L. N. (2021). PENGARUH MEDIA SOSIAL TIKTOK TERHADAP KREATIVITAS BERPIKIR GENERASI Z. Jurnal Ilmiah Indonesia p–ISSN: 2541-0849 e-ISSN : 2548-1398 Vol. 6, No. 9, September 2021, 6(1). http://journal.unilak.ac.id/index.php/JIEB/article/view/3845%0Ahttp://dspace.uc.ac.id/handle/123456789/1288
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.008
Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58(January), 214–243. https://doi.org/10.1016/j.jhtm.2024.01.007
Bayu Wibisono, M. M., Prasetyanto, H., Sitanggang, B., Dewangga, A., & Maryati, M. (2023). Impacts of Influencers on Customer’s Purchase Intentions in Instagram. Indonesian Business Review, 6(1), 35. https://doi.org/10.21632/ibr.6.1.35-48
Breves, P., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59, 440–454. https://doi.org/10.2501/JAR-2019-030
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184(January). https://doi.org/10.1016/j.techfore.2022.121997
Candra, B. F., & Suparna, G. (2019). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 8(11), 6638. https://doi.org/10.24843/ejmunud.2019.v08.i11.p13
Charis, J. C., Rotty, G. V., Wiraputra, A. L., & Parani, R. (2023). Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 3(3), 709–714. https://doi.org/10.47233/jkomdis.v3i3.1217
Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79(February), 103831. https://doi.org/10.1016/j.jretconser.2024.103831
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. In Asia Pacific Journal of Management (Vol. 41, Issue 2). Springer US. https://doi.org/10.1007/s10490-023-09871-y
Damayanti, A., Kurniawan, B., Sidodadi Timur No, J., & Semarang, K. (2023). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Celebrity Endorse Sebagai Variabel Intervening. Jurnal Manajemen Dan Ekonomi Kreatif, 1(2), 166–181.
Danendra, R., Kennedy, K., Christian, A., Marogunawan, M., Studi Ilmu Komunikasi, P., & Kristen Indonesia Jl Mayor Jendral Sutoyo No, U. (2024). Peran Influencer Dalam Belanja Online Di Media Sosial TikTok. 2(2), 214–221. https://doi.org/10.47861/tuturan.v2i2.951
Danuri, M. (2019). PERKEMBANGAN DAN TRANSFORMASI. 116–123.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: theDe Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36,. International Journal of Advertising, 36, 1–31. https://doi.org/10.1080/02650487.2017.1348035
Erlita Khrisinta Dewi, & Citra Ayu Nur Kholifah. (2022). Fenomena Endorsement Sebagai Tren Media Pemasaran Digital Di Indonesia. Nusantara Hasana Journal, 1(10), 152–162. https://doi.org/10.59003/nhj.v1i10.834
Firdayanti, A., Putri, D. A., Risuandi, D., & ... (2022). Literature Review Keputusan Pembelian Melalui Minat Beli: Promosi Dan Endorsement. … Pendidikan Dan Ilmu …, 3(1), 301–313. https://dinastirev.org/JMPIS/article/view/865
Garchia, C. (2019). Analisa Pengaruh Komitmen Manajemen terhadap Competitive Advantage Perusahaan melalui Supplier Buyer Relationship dan Implementasi Just in Time. Petra Business and Management Review, 5(1), 102–117.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.05.024
Lady, Lady, & Ageng, A. (2021). Analisis Pengaruh Perceived Authenticity, eWOM,Price Sensitivity Terhadap Purchase Intention Di Mediasi oleh Perceived Value Pembelian Sepatu Olahraga Original di Kota Batam. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 1957–1970. https://journal.uib.ac.id/index.php/combines/article/view/4736
Lina, L. F., & Permatasari, B. (2020). Kredibilitas Selebriti Mikro pada Niat Beli Produk di Media Sosial. REVENUE: Jurnal Manajemen Bisnis Islam, 1(2), 135–146. https://doi.org/10.24042/revenue.v1i2.6296
Lolita, T. L. V. (2022). Characteristics of Influencer Relations: A Literature Review. Jurnal Ilmu Komunikasi, 20(3), 288. https://doi.org/10.31315/jik.v20i3.6898
Maidiana, M. (2021). Penelitian Survey. ALACRITY : Journal of Education, 1(2), 20–29. https://doi.org/10.52121/alacrity.v1i2.23
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Michael Page, I. (2022). Pengaruh Strategi Pemasaran terhadap Keputusan Pembelian Asuransi Kendaraan Bermotor pada PT Asuransi Sinarmas Cabang Garut. 7(2).
Okonkwo, I., & Namkoisse, E. (2023). The Role of Influencer Marketing in Building Authentic Brand Relationships Online. Journal of Digital Marketing and Communication, 3(2), 81–90. https://doi.org/10.53623/jdmc.v3i2.350
Purwanza, S. W., Wardhana, A., Mufidah, A., Renggo, Y. R., Hudang, A. K., Setiawan, J., & Darwin. (2022). Metodologi Penelitian Kuantitatif, Kualitatif dan Kombinasi. In Media Sains Indonesia (Issue March).
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Risdiyanto, C. F., Inan, D. I., Wurarah, R. N., & Fenetiruma, O. A. (2024). Analisis Faktor-faktor Pendukung dan Penghambat Beralih Mengadopsi Mobile Banking di Papua Barat Memanfaatkan PLS-SEM dan Perspektif Status Quo Bias. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 4(2), 637–646. https://doi.org/10.57152/malcom.v4i2.1289
Romadlon, A., Marlien, R. A., & Widyasari, S. (2020). Pengaruh Digital Marketing, Kepercayaan dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat). Proceeding SENDIU, 2016, 701–707.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention. Journal of Risk and Financial Management, 15(7). https://doi.org/10.3390/jrfm15070276
Shih, I. T., Silalahi, A. D. K., & Eunike, I. J. (2024). Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce. Computers in Human Behavior Reports, 13(168), 100363. https://doi.org/10.1016/j.chbr.2023.100363
Singh, P. (2024). Beyond the basics: Exploring the impact of social media marketing enablers on business success. Heliyon, 10(5), e26435. https://doi.org/10.1016/j.heliyon.2024.e26435
Strategi Pemasaran terhadap Keputusan Pembelian Asuransi Kendaraan Bermotor pada Asuransi Sinarmas Cabang Garut. (2019). Journal of Knowledge Management, 12(01), 12–20. https://journal.uniga.ac.id/index.php/JKM/article/view/613%0Ahttps://e-jurnal.nobel.ac.id/index.php/massaro/article/view/644
Susanto, P. C., Arini, D. U., Yuntina, L., Soehaditama, J. P., & Nuraeni. (2024). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). Jurnal Ilmu Multi Disiplin, 3(1), 1–12. https://creativecommons.org/licenses/by/4.0/
Thuy, T., Ngo, A., Bui, C. T., Khanh, H., Chau, L., & Phuc, N. (2024). Heliyon Electronic word-of-mouth ( eWOM ) on social networking sites ( SNS ): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168. https://doi.org/10.1016/j.heliyon.2024.e32168
Yuwono WPermata NChristiarini R. (2024). The Influence of Celebrity Endorsements on Purchase Decisions Mediated by Brand Image and Perceived Brand Quality of MS Glow Cosmetics Products Analisis Pengaruh Influencer Credibility Terhadap Purchase Intention Produk Skincare Lokal Dengan Mediasi Brand. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 510–519. https://doi.org/10.22437/jmk.v13i02.31782
Zniva, R., Weitzl, W. J., & Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 23(3), 1485–1514. https://doi.org/10.1007/s10660-022-09653-6
Published
2024-09-30
How to Cite
aulia, D., & Thabrani, G. (2024). The influence of over endorsement on purchase intentions is mediated by the authenticity and credibility of influencers on social media influencers on Tiktok. Marketing Management Studies, 4(3), 293-307. https://doi.org/10.24036/mms.v4i3.537
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Articles
