The gaming community’s perspective of celebrity endorsement and product quality, it’s impact on purchase decision
List of Authors
  • Rizki Aditya Pratama , Terra Saptina Maulani

Keyword
  • Celebrity Endorsement; Product Quality; Purchase Decision; Behaviour; Gaming Community

Abstract
  • The technology is currently growing rapidly. Today, people not only use smartphones for communication but also for playing games. The development of games based on smartphone technology can encourage the gaming community to grow especially in big city cities in Indonesia. The smartphone companies are currently competing to develop the quality of smartphone products, and collaborating with some celebrities to promote their products. The purpose of this study to determine the influence of celebrity endorsement (X1) and product quality (X2) which are the independent variables on purchase decision behaviour (Y) as dependent variable. This study is a quantitative research using descriptive and verificative analysis. 100 questionnaires have been distributed to the gaming community members as a data collection tool. The result show, most of them know the smartphone products not from advertisements but the review on internet platform. The celebrity that was endorses by company also fit of the products image. The main reason for buying smartphone is easy to operating the products. There’s an effect of celebrity endorsement and product quality simultaneously on smartphone purchasing decisions.

Reference
  • 1. Ackaradejruangsri, P. (2014). The effect of product quality attributes on Thai consumers’ buying decisions. The Ritsumeikan Journal of Asia Pacific Studies is published by the Ritsumeikan Center for Asia Pacific Studies (RCAPS) Vol 33, September 2014

    2. Beneke, J., Flynn, R., Greig, T., Mukaiwa, M. (2013). The Influence Of Perceived Product Quality, Relative Price And Risk On Customer Value And Willingness To Buy: A Study Of Private Label Merchandise, Journal Of Product & Brand Management, Vol. 22 Issue: 3, Pp.218-228,

    3. Chan, K., Leung Ng, Y And Luk, E. (2013),"Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents", Young Consumers, Vol. 14 Iss 2 Pp. 167 – 179

    4. Fernando, M.F and Aksari, N.M.A. (2018). Pengaruh Kualitas Produk, Harga, Promosi, Dan Distribusi Terhadap Keputusan Pembelian Produk Sanitary Ware TOTO Di Kota Denpasar. E-Jurnal Manajemen Unud, Vol. 7, No. 1, 2018: 441-469

    5. Garvin. D.A (1984). “ What Does Product Really Mean?”, Sloan Management Review, Pp 25-43

    6. Gupta, T. (2014). Impact Of Celebrity Endorsement On Purhase Decisions: A Study Among Youth Of Bareilly. International Journal of Management Research and Review

    7. https://databoks.katadata.co.id, accessed on 31 March 2019

    8. https://detik.com, accessed on august 2019

    9. https://www.internetworldstats.com/, accessed on 31 March 2019

    10. https://www.tek.id, accessed on 1 Mei 2019

    11. https://www.viva.co.id/indepth, accessed on 1 Mei 2019

    12. Jain, V., Roy S., Daswani, A and Sudha, M. (2011),"What Really Works For Teenagers: Human Or Fictional Celebrity?", Young Consumers, Vol. 12 Iss 2 Pp. 171 – 183

    13. Kotler, P and Amstrong, G. (2014). Principles Of Marketing, Globa Edition, 14 Edition, Pearson Education.

    14. Kotler, K and Keller, K. L. (2016). Marketing Management. Pearson Prentice Hall

    15. Meutia, R. (2017). Pengaruh Brand Extension, Kualitas Produk dan Layanan Purna Jual terhadap Keputusan Pembelian Asus Smartphone di Kota Kuala Simpang. Fakultas Ekonomi, Universitas Samudra: Jurnal Manajemen Keuangan, Vol 6, No 1.

    16. Poghosyan, A. (2015).Celebrity Endorsement As One Of Nowadays Major Ways to influence Consumer Buying Behaviour. European Scientific Journal April 2015.

    17. Paul, J and Rana, J. (2012). Consumer behavior and purchase intention fororganic food. Journal Consumer Marketing

    18. Purwati, S, H. dan Rohmawati. (2012). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Motor HONDA Matic Beat. Vol 2. No3. September 2012.

    19. Sebastianelli, R and Tamimi, N. (2002). How Product Quality Dimension Relate to Defining Quality. International Journal of Quality and Reliability Management. Vol 19. Pp 442 – 253

    20. Sekaran, U. (2003), Research Methods For Business: A Skill Building Aproach, New York-USA: John Wiley and Sons, Inc

    21. Sivesan, S. (2013). Impact Of Celebrity Endorsement On Brand Equity In Cosmetic Product. International Journal of Advanced Research in Management and Social Sciences.

    22. Schiffman, L and Kanuk, L.L.( 2008). Perilaku Konsumen. PT Indeks

    23. Shimp, T, A. (2007), Integrated Marketing Communication In Advertising and Promotion, 7th Ed, New York, McGrawHill

    24. Spry, A., Pappu, R. and Cornwell, T.B. (2011), ‘‘Celebrity endorsement, brand credibility and brand equity’’, European Journal of Marketing, Vol. 45 No. 6, pp. 882-909.

    25. Suprapto, J. (2008). Statistik Teori dan Aplikasi. Erlangga

    26. Swastha, B.and Handoko, T. (2013), Manajemen Pemasaran: Analisis Perilaku Konsumen, Edisi Pertama, Yogyakarta: Andi Offset.