International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (595-601), Month: October 2019 - March 2020, Available at: www.researchpublish.com
The Role of Self-Brand Connection and Brand Equity Mediate Endorser Credibility with Intention to Purchase on Maybelline’s Product Ni Putu Maha Dewi Widyajayanti1, Tjokorda Gde Raka Sukawati2 1,2 1,2
Faculty of Economics and Business
Udayana University, Bali, Indonesia
Abstract: The world of intense competition in the cosmetics field requires entrepreneurs to always develop and enhance creativity in seizing market share. This research was conducted to explain the role of self-brand connection and brand equity in mediating endorser credibility towards purchase intention. This research was conducted in Denpasar City with a sample size of 126 respondents with purposive sampling and accidental sampling methods. Data collection was obtained from the results of the distribution of questionnaires using a fivepoint Likert scale that was used to measure 14 indicators using the SEM PLS analysis method. The results showed that self-brand connection was able to mediate the effect of endorser credibility on purchase intention but the role of brand equity was not able to mediate the effect of endorser credibility on purchase intention. Keywords: endorser credibility, self-brand connection, brand equity, purchase intention.
I. INTRODUCTION The development of the women's cosmetics industry in Indonesia provides various choices for women. [1] states that the desire to use beauty products certainly raises competition in the cosmetics industry which makes competition more competitive. This condition can be seen from the many appearance of cosmetics on the market. The diversity of beauty products on the market can affect a person's attitude in choosing beauty products. The growth of the market in beauty products today also causes diversity in users of these products, because now beauty products are not only applicable to women, but some men also use them to self care (Hidayatullah et al., 2018) Based on the diversity of brands, one of the beauty brands that will be examined is Mascara Maybelline, because Mascara Maybelline has become one of the needs to beautify the appearance of eyes for women. Celebrity endorsers in Maybelline brand mascara products come from famous artists, both from domestic and abroad such as Pevita Pearce, Sherina Munaf, Velove Vexia to famous supermodel, Gigi Hadid. Maybelline is a cosmetic company under the auspices of PT. Loreore Indonesia Group which is very popular among teenagers and offers quite affordable prices in many countries including Indonesia. The competition of beauty products is increasingly developing, so every manufacturer is required to be able to innovate on its products so that new products arise and are in demand by consumers. In addition, producers are required to know the intended market share one way is that producers must know consumer behavior (Aisha, 2018). According to [9] explain that consumer behavior is the study of how individuals, groups and organizations choose, buy, use and how goods, services, ideas or experiences to satisfy their desires needs. One of the activities carried out in marketing promotion is to use celebrity endorsement [16]. Celebrity endorsements are widely considered to have many benefits, one of which is increased buying intention [10] and [13]. An important factor that must be considered in relation to increased sales because purchase intentions illustrate the impression of consumer retention. There are several studies coming to the conclusion that celebrity endorsement does not significantly influence purchase intentions [4] and [8].
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