Published: 2025-06-01

Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian British Propolis

DOI: 10.35870/jemsi.v11i3.4191

Rizky Ramadevi Elakarci, Netti Nurlenawati, Dexi Triadinda
  • Rizky Ramadevi Elakarci: Universitas Buana Perjuangan Karawang ROR
  • Netti Nurlenawati: Universitas Buana Perjuangan Karawang ROR
  • Dexi Triadinda: Universitas Buana Perjuangan Karawang ROR
Issue Cover
Article Metrics
Share:

Abstract

Celebrity endorsement is a marketing strategy that, when designed effectively, can have a significant impact on consumer behaviour and purchasing decisions. The following study explains the role of visibility, credibility, attractiveness, and celebrity power in influencing purchasing decisions for British Propolis products. A quantitative approach was chosen as the research method, with data obtained from 155 respondents who answered an online questionnaire. The data was analysed using multiple linear regression analysis with the assistance of SPSS software version 24. The regression analysis results indicate that credibility, attractiveness, and power have a significant impact on purchasing decisions, while visibility does not. The findings of this study provide insights into the effectiveness of celebrity endorsements in increasing sales transactions and offer recommendations for future marketing strategies.


Celebrity endorsement is a marketing strategy that, when designed effectively, can have a significant impact on consumer behaviour and purchasing decisions. The following study explains the role of visibility, credibility, attractiveness, and celebrity power in influencing purchasing decisions for British Propolis products. A quantitative approach was chosen as the research method, with data obtained from 155 respondents who answered an online questionnaire. The data was analysed using multiple linear regression analysis with the assistance of SPSS software version 24. The regression analysis results indicate that credibility, attractiveness, and power have a significant impact on purchasing decisions, while visibility does not. The findings of this study provide insights into the effectiveness of celebrity endorsements in increasing sales transactions and offer recommendations for future marketing strategies.

Keywords

Celebrity Endorsement; Purchase Decision; British Propolis

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Elakarci, R. R., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian British Propolis. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1695-1708. https://doi.org/10.35870/jemsi.v11i3.4191
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Rizky Ramadevi Elakarci, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Netti Nurlenawati, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Dexi Triadinda, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

References
  • Agustin, N., & Amron, A. (2022). Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop. Kinerja, 5(01), 49-61. https://doi.org/10.34005/kinerja.v5i02.2243.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aji, M., Nurlenawati, N., & Triadinda, D. studi manajemen, p., ekonomi dan bisnis, f., & buana perjuangan karawang, u.(2023). The influence of online customer review and customer rating on interest in buying fashion products on the shopee platform (study on management students at university buana perjuangan karawang) pengaruh online customer review dan customer rating terhadap m. Management studies and entrepreneurship journal, 4 (6), 9373–9392.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Alfifto, A. S., & Hasman, H. C. P. (2022). Faktor-faktor yang mempengaruhi keputusan pembelian konsumen pada geprek bensu mongonsidi medan. vol, 21, 85-98.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Artha, Y., Surbakti, E. Y., & Tambunan, S. R. (2021). Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Toko Online Shopee. Prosiding Konferensi Nasional Social & Engineering Polmed (KONSEP), 2(1), 657-664.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Asir, M., Puspitasari, D., Wahab, A., Abduh Anwar, M., & Mere, K. (2023). Lembaga Pendidikan dan Pengembangan Profesi Indonesia Makassar. P., Negeri Makassar, U., Muhammadiyah Sidenreng Rappang, U., & Wisnuwardhana, U, 1790-1801.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Baskara, A., Nurlenawati, N., & Triadinda, D. (2023). Pengaruh Variasi Produk, dan Promosi terhadap Keputusan Pembelian Kopi Kulo Galuh Mas Karawang. Economicus, 17(2), 112-123.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dewi, P. N., Hendriyani, C., & Ramdhani, R. M. (2021). Analisis Implementatasi Strategi Bauran Pemasaran 7P Pada Usaha Bakso Wong Jowo By Tiwi. JIP (Jurnal Industri dan Perkotaan), 17(2), 6-13.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fatma, N., Irfan, N. F., & Latiep, I. F. (2021). Analisis keputusan pembelian produk menggunakan persepsi harga dan kualitas produk. SEIKO: Journal of Management & Business, 4(2), 533-540. https://doi.org/10.37531/sejaman.v4i2.1674.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Manalu, H., Ramly, F., Djodding, I. M., Kusuma, P. P., Guampe, F. A., Farida, E., ... & Sari, D. D. (2024). Metode Penelitian Ekonomi: Konsep, Metode, dan Implementasi. Penerbit Mifandi Mandiri Digital, 1(01).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Mulyana, S. (2021). Pengaruh harga dan ulasan produk terhadap keputusan pembelian produk fashion secara online pada shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185-195. https://doi.org/10.35446/dayasaing.v7i2.665.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Musnaini, M. J., Suyoto, Y. T., & Handayani, W. (2021). Manajemen Pemasaran, ed. Hadion Wijoyo, pertama.(Solok, Sumatera Barat: CV. Insan Cendekia Mandiri, 2021), 29.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rachmaningtyas, P., & Surianto, M. A. (2022). Pengaruh Celebrity Endorser, Daya Tarik Iklan, dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ekobistek, 389-396. https://doi.org/10.35134/ekobistek.v11i4.459.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rahayu, D. R., Cahyani, P. D., & Cahya, A. D. (2024). PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK ERIGO DI YOGYAKARTA). Jurnal Cahaya Mandalika ISSN 2721-4796 (online), 5(1), 22-33. https://doi.org/10.36312/jcm.v5i1.2452.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ramadhani, I., & Nadya, P. S. (2020). Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian Fesyen Muslim Hijup. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), 1(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sanditya, R. (2019). Hubungan celebrity endorser dengan keputusan pembelian produk pakaian pada konsumen secara online di media sosial instagram. Psikoborneo: Jurnal Ilmiah Psikologi, 7(1), 100-104.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Syafitri, P. E. (2019). Pengaruh Celebrity Endorser Terhadap Minat Beli Pengguna Sosial Media Instagram Pada Mahasiswa Program Studi Manajemen Universitas Muhammadiyah Makassar. Skripsi. Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Makassar.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wardani, D. S. D., & Maskur, A. (2022). Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Kasus Pengguna Scarlett Whitening). Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 5(2), 1148-1160. https://doi.org/10.36778/jesya.v5i2.689.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Widiantika, D. N., & Marlien, R. A. (2023). Seberapa Penting Pengaruh Celebrity Endorser Pada Keputusan Pembelian Skincare Somethinc di Kota Semarang. SEIKO: Journal of Management & Business, 6(2), 238-246.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wijaya, C. P. (2022). Pengaruh Visibility, Credibility, Attractiveness dan Power Endorser terhadap Niat Beli Street Boba Sunter Greenlake, Jakarta Utara (Studi Kasus pada Followers Influencer Instagram@ Fadiljaidi)/Cynthia Putri Wijaya/25180520/Pembimbing: Bilson Simamora.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wulandari, R., Nurlenawati, N., & Triadinda, D. (2024). PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LEMARI ES DI PERUMAHAN MUSTIKA PRAKARSA KARAWANG. JURNAL LENTERA BISNIS, 13(2), 887-901. https://doi.org/10.34127/jrlab.v13i2.1094.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads

Most read articles by the same author(s)