Analisis Pengaruh Celebrity Endorsement Treasure Terhadap Repurchase Intention Produk Fiesta Ready To Go Di Jabodetabek: Peran Brand Image, Brand  Attachment, Dan Cultural Dimension

Renata Rossali; Nur Amalyna Yusrin

Authors

Renata Rossali Universitas Pradita
Nur Amalyna Yusrin Universitas Pradita

Keywords:

Promosi digital, Media Sosial, Keputusan Pembelian, Investasi Emas, Perbandingan

Abstract

Penelitian ini bertujuan untuk menganalisis perbandingan promosi digital melalui media sosial terhadap keputusan pembelian emas pada Bank Syariah Indonesia dan Pegadaian Syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode komparatif. Populasi dalam penelitian ini adalah Nasabah BSI dan Pegadaian Syariah menggunakan teknik non probability sampling dengan metode purposive sampling. Variabel promosi digital diukur menggunakan skala Likert, sedangkan variabel keputusan pembelian diukur secara nominal. Teknik analisis data yang digunakan adalah uji Mann-Whitney U Test dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa terdapat perbedaan yang signifikan dalam promosi digital antara Bank Syariah Indonesia dan Pegadaian Syariah. Nilai mean rank yang lebih tinggi pada Pegadaian Syariah menunjukkan bahwa promosi digital Pegadaian Syariah dinilai lebih baik oleh responden. Selain itu, hasil analisis deskriptif menunjukkan bahwa tingkat keputusan pembelian responden pada Pegadaian Syariah lebih tinggi dibandingkan dengan BSI. Hal ini mengindikasikan bahwa promosi digital yang lebih efektif cenderung diikuti oleh tingkat keputusan pembelian yang lebih tinggi. Kesimpulannya, promosi digital melalui media sosial memiliki peran penting dalam memengaruhi keputusan pembelian emas. Oleh karena itu, lembaga keuangan syariah diharapkan dapat meningkatkan kualitas promosi digital agar lebih efektif dalam menarik minat dan mendorong keputusan pembelian konsumen.

References

Nurhalimah, Roji, S., Regita Stiffany, S., & Hotimah, O. (2025). Peran Idol K-Pop Dalam Mendorong Tren Konsumen: Perspektif Geografi Regional. 10(04). https://doi.org/10.23969/jp.v10i04.34281

Miranda, F., & Rasipan. (2024). Fenomena Perilaku Konsumtif Terhadap Keputusan Pembelian Album Fisik KPOP pada Penggemar Seventeen The Phenomenon of Consumptive Behavior on KPOP Physical Album Purchase Decisions of Seventeen Fans. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 4(2), 125–134. https://doi.org/10.37366/master.v4i2.1677

Idris, A. A., Andharani, S. N., & Fiandari, Y. R. (2024). The Influence of ITZY Brand Ambassador on The Purchase Intention of Ultra Milk Products Through Brand Image as a Mediating Variable. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(01), 91–97. https://doi.org/10.22219/jamanika.v4i01.32529

Febriana, R., Izza, M., Arkham Mubtadi, N., Fani Arisnawati, N., & Abdurrahman Wahid Pekalongan, U. K. (2023). Pengaruh Perilaku Konsumtif Penggemar K-POP pada Peluang Usaha dan Pajak Bea Cukai di Indonesia. Jurnal Sahmiyya, 2(1).

Rahmah, R. M., Anggriani, R., & Faerrosa, Lady. (2023). Netnography of The Linkages Between Celebrity Worship and Impulsive Buying on a Treasure Album Product. Journal of Economics, Business, & Entrepreneurship, 4(2), 88–92. https://doi.org/10.29303/alexandria.v4i2.463

Pratama, Y. A., Listiana, A. A. E., Malini, H., & Pebrianti, W. (2023). The Influence of K-POP Girlband as Celebrity Endorsement on Attitudes towards Brands and Advertisements on Consumer Repurchase Intentions (Study on K-POP Girlband ITZY with UHT Ultramilk Dairy in Indonesia). IAR Journal of Business Management, 4(1), 77–86. https://doi.org/10.47310/iarjbm.2023.v04i01.008

Sudhana, P., & Iskandar, D. A. (2024). The Moderating Role of Social Media Marketing in the Relationship Between Korean Celebrity Endorsement and Purchase Intention of Korean Products In Indonesia. |, 42(1), 42–53. https://doi.org/10.31937/manajemen.v16i1.3132

Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador dan Loyalitas Penggemar terhadap Brand Image Scarlett di Media Sosial Tiktok. Studi Ilmu Manajemen Dan Organisasi, 5(1), 55–76. https://doi.org/10.35912/simo.v5i1.3087

Li, W., Ong, C. H., Su, C. S., & Zhou, Y. (2025). Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior. Journal of Promotion Management, 31(6), 998–1019. https://doi.org/10.1080/10496491.2025.2546354

Ozer, M., Özer, A., Ekinci, Y., & Koçak, A. (2022). Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study. Psychology and Marketing, 39(12), 2384–2400. https://doi.org/10.1002/mar.21742

Ezra, A., & Firdausy, C. M. (2024). The Influence of Celebrity Endorsement on Purchase Intention K-Meals McDonald’s: The Role of Brand Credibility. International Journal of Application on Economics and Business (IJAEB, 2(1), 2987–1972. https://doi.org/10.24912/ijaeb.v2i1.3259-3268

Herawati, F. A., Pawito, Utari, P., & Karton, D. T. (2025). Website as a Battlefield for Marketing Communication Messages through Cultural Touch. Journal of Social and Political Sciences, 8(3). https://doi.org/10.31014/aior.1991.08.03.586

Avileli, J. M., Baliga, V., Gil, M. T., & Rao, K. (2025). Mapping Celebrity Endorsements in the Food Industry : A Bibliometric Study. Indian Journal of Marketing. https://doi.org/10.17010/ijom/2025/v55/i7/175199

Purba, E., Manik, L., Khan, Z. T., & Sembiring, P. S. (2025). The Influence of Price and Product Quality on Consumer Decisions in Purchasing Zara Brand Clothing in Medan 2024. Maroon Journal De Management, 2(3), 267–276. https://doi.org/10.37899/mjdm.v2i3.178

Andryani, P., & Salim, L. (2024). Celebrity Endorsement Role, Brand Image, and Brand Credibility Influence Purchase Intention. Eduvest - Journal of Universal Studies, 4(6), 4818–4833. https://doi.org/10.59188/eduvest.v4i6.1189

Porral, C. C., Rivaroli, S., & González, J. O. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9). https://doi.org/10.3390/foods10092224

Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural Dimensions in Online Purchase Behavior: Evidence from A Cross-Cultural Study. Italian Journal of Marketing, 2021(3), 227–247. https://doi.org/10.1007/s43039-021-00022-z

Putu Gede Subhaktiyasa. (2024). PLS-SEM for Multivariate Analysis: A Practical Guide to Educational Research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454ri.eduline2861

Emini, A., & Zeqiri, J. (2021). Social Media Marketing and Purchase Intention: Evidence from Kovoso. Economic Thought and Practice, 30(2), 475–492. https://doi.org/10.17818/EMIP/2021/2.8

Fadila, D. R., & Sajili, M. (2025). The Influence of Customer Experience on Customer Loyalty Through Repurchase Intention in Shopee Jakarta Users. Journal of Applied Business Administration, 9(2), 495–504. https://doi.org/10.30871/jaba.11795

Tilahun, M., Berhan, E., & Tesfaye, G. (2023). Determinants of Consumers’ Purchase Intention on Digital Business Model Platform: Evidence from Ethiopia Using Partial Least Square Structural Equation Model (PLS-SEM) Technique. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00323-x

Jennedy, B. D., & Maupa, H. (2025). The Influence of Social Media Marketing, Price Discount, and Online Customer Review on Purchase Intention of Skintific Products on Shopee Live. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2).

Petcharat, T., & Leelasantitham, A. (2021). A Retentive Consumer Behavior Assessment Model of The Online Purchase Decision-Making Process. Heliyon, 7(10). https://doi.org/10.1016/j.heliyon.2021.e08169

Hossan, D., Dato’ Mansor, Z., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. International Journal of Business and Technopreneurship, 13(3).

Mulisa, F. (2022). Sampling Techniques Involving Human Subjects: Applications, Pitfalls, and Suggestions for Further Studies. International Journal of Academic Research in Education, 8(1), 74–83. https://doi.org/10.17985/ijare.1225214

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7

Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM Use for Business Marketing Research. Industrial Marketing Management, 111, 127–142. https://doi.org/10.1016/j.indmarman.2023.03.010

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. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y

Sarstedt, M., & Moisescu, O. I. (2024). Quantifying Uncertainty in PLS-SEM-Based Mediation Analyses. Journal of Marketing Analytics, 12(1), 87–96. https://doi.org/10.1057/s41270-023-00231-9