Pengaruh Brand Trust, Celebrity Endorse dan Brand Image Terhadap Keputusan Pembelian Produk Vaseline di Kota Batam
DOI:
https://doi.org/10.33884/scientiajournal.v7i6.10301Abstract
Consumer purchasing decisions are actions taken by consumers before making a purchase of a desired product. This study aims to determine the influence of brand trust, celebrity endorsement , and brand image on purchasing decisions for Vaseline products in Batam City. This study uses quantitative techniques. The population used is users who have used Vaseline products. The sampling technique uses the Lemeshow formula with a calculation of 100 respondents with a purposive sampling technique . Data were analyzed using a multiple linear regression model with data quality testing, classical assumption testing, influence testing, and hypothesis testing. The results of the multiple linear regression analysis indicate that brand trust and celebrity endorsement variables have no significant effect on purchasing decisions. In contrast, the brand image variable shows a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables influence purchasing decisions with a contribution of 62.1%. This finding underscores the importance of strengthening brand image as a key factor in marketing strategies, while the effectiveness of celebrity endorsement and brand trust on purchasing decisions needs to be reviewed by the company.
Keywords: Brand Trust, Celebrity Endorsement, Brand Image,
Purchasing Decis
References
Adam, M. R. R., Handra, T., & Annas, M. (2022). Pengaruh Celebrity Endorser dan Periklanan Terhadap Brand Image (Peran Digital Marketing). Technomedia Journal, 7(2), 189–201. https://doi.org/10.33050/tmj.v7i2.1905
Adriana, T., Ellitan, L., & Lukito, R. S. H. (2022). Pengaruh Social Media Marketing Dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Scarlett- Whitening Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 11(1), 21–29.
https://doi.org/10.33508/jumma.v11i1.3947
Afriani, S., & Suhardi. (2024). The Influence of Brand Image, Quality Product, and Brand Trust on Consumer Purchase Decisions for Camille Beauty Products in Batam City. Cafetaria, 5(1), 226–232.
Al Satria, M. I., & Firmansyah, F. (2024). Pengaruh Brand Image Dan Brand Trust Terhadap Loyalitas Anggota. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 401–414. https://doi.org/10.31955/mea.v8i1.3690
Andriani, Y., Sutjipto, V. W., & Romli, N. A. (2023). PENGARUH CELEBRITY ENDORSER DILLA JAIDI TERHADAP CITRA MEREK PRODUK SOMETHINC (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Negeri Jakarta Angkatan 2019). Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 10(1), 37. https://doi.org/10.31602/al-kalam.v10i1.9349
Ardiansyah, Risnita, & Jailani, M. S. (2023). Teknik Pengumpulan Data Dan Instrumen Penelitian Ilmiah Pendidikan Pada Pendekatan Kualitatif dan Kuantitatif. Jurnal IHSAN : Jurnal Pendidikan Islam, 1(2), 1–9. https://doi.org/10.61104/ihsan.v1i2.57
Berlianti, D. F., Abid, A. Al, & Ruby, A. C. (2024). Metode Penelitian Kuantitatif Pendekatan Ilmiah untuk Analisis Data. Jurnal Review Pendidikan Dan Pengajaran, 7(3), 1861–1864.
Candra Susanto, P., Ulfah Arini, D., Yuntina, L., Panatap Soehaditama, J., & Nuraeni, N. (2024). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). Jurnal Ilmu Multidisplin, 3(1), 1–12. https://doi.org/10.38035/jim.v3i1.504
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224.
Fatimah, H. N., & Nurtantiono, A. (2022). The Influence of Brand Image, Promotion, Price, and Service Quality on Purchase Decisions (Shopee Application Users). Jurnal Sinar Manajemen, 9(1), 106–133.
Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Ferencia, & Suhardi. (2024). The Influence of Product Design, Brand Image, and Technological Progress on Skintific Purchasing Decisions at Shopee. Jurnal Cafetaria, 5(1), 130–139.
Fernando, F., & Suhardi. (2024). The Influence of Promotion, Brand Image, and Trust on Purchasing Decisions at Bukalapak in Batam City. Cafetaria, 5(1), 140–147.
Gulo, I., & Suhardi. (2025). Pengaruh E-WOM, Kepercayaan Konsumen dan Brand Awareness Terhadap Keputusan Pembelian Produk
Skincare MS Glow di Kota Batam. Scientia Journa, 7(2).
Haryanto, T., & Harsono, M. (2022). Brand Image dalam Kajian Filsafat Ilmu. Jurnal Manajemen Bisnis Dan Keuangan, 3(2), 115–130. https://doi.org/10.51805/jmbk.v3i2.71
Husda, N. E., Suhardi, & Inda, S. (2023). Metodologi Penelitian Kulitatif, Kuantitatif dan Researtch & Development (R & D) (Yunisa Oktavia, Ed.; 1st ed., Vol. 1). UPB Press.
Idham, E. R., & Suhardi. (2020). Pengaruh Promotion , Brand Image Dan Word Of Mouth. Ekuivalensi, 6(2), 297–311.
Liyono, A. (2022). PENGARUH BRAND IMAGE , ELECTRONIC WORD OF MOUTH ( E- WOM ) DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AIR MINUM GALON CRYSTALLINE PADA PT . PANCARAN KASIH ABADI. 3(1), 73–91.
Marlius, D., & Jovanka, N. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji. Jurnal Economina, 2(2), 476–490. https://doi.org/10.55681/economina.v2i2.326
Mersi, & Suhardi. (2024). Pengaruh Brand Image, Gaya Hidup dan Kelompok Teman Sebaya Terhadap Keputusan Pembelian Sepatu Converse Pada Pelajar SMK di Kota Batam. ECo-Buss, 6(3), 1065–1078.
Purnapardi, M. S., & Indarwati, T. A. (2022). Pengaruh Product Quality dan Brand Image terhadap Repurchase Intention Produk Kosmetik Halal di E-Commerce. Jurnal Ilmu Manajemen, 10(1), 136–147. https://doi.org/10.26740/jim.v10n1.p136-147
Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Risna, R., Hamid, R. S., & Salju, S. (2020). Pengaruh Periklanan, Celebrity Endorser dan Label Halal Terhadap Keputusan Pembelian Konsumen Shampo Sunsilk Hijab pada Mahasiswa Universitas Muhammadiyah Palopo. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 82–100. https://doi.org/10.36778/jesya.v4i1.258
Selamat; Suhardi. (2020). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian pada PT International Bearings. Rekaman, 6(1), 94–101.
Sembiring, N. D., & Suhardi. (2024). Pengaruh Media Sosial, Brand Image Dan Promosi Terhadap Penjualan Distro Pelangi Batu Aji Kota Batam. Jurnal Ilmiah Feasible (JIF), 6(1), 14–27. https://doi.org/10.32493/fb.v6i1.2024.14-27.35285
Sitorus, S. A., & Al., Et. (2020). Brand Marketing: the Art of Branding. In Cv. Media Sains Indonesia (Issue January).
Suhardi. (2018). Pengantar Manajemen dan Aplikasinya (A. Eliyana, Ed.; 1st ed.). Gava Media.
Suhardi, S., & Carolin, F. A. (2019). Pengaruh Brand Image dan Brand Trust terhadap Customer Loyalty Semen Holcim pada PT. Kinco
Prima Kota Batam. Jurnal Benefita, 1(1), 39. https://doi.org/10.22216/jbe.v1i1.3404
Tan, W., & Suhardi. (2021). Analisis Faktor–Faktor Yang Mempengaruhi Keputusan Pembelian Mobil Bekas Pada PT. Ong Citra Nusa. Ekuivalensi, 7(1), 49–57.
Vinny, & Suhardi. (2020). Pengaruh Diferensiasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Lenovo Di Kota Batam. Jurnal Rekaman, 4(2), 238–252. https://ojs.jurnalrekaman.com/index.php/rekaman/article/view/58
Wardhana, A. (2024). Brand Management In The Digital Era (Ph. D. Mahir Pradana, Ed.; 2nd ed.). agustus 2024. https://www.researchgate.net/publication/383870180_BRAND_TRUST
Yehezkiel, E. W., Ellitan, L., & Erwita, monica A. (2023). Pengaruh Celebrity Endorser, Daya Tarik Iklan, Dan Kualitas Produk Terhadap Keputusan Pembelian Mie Gacoan Surabaya Dengan Brand Image Sebagai Variabel Intervening. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 12(2), 98–108. https://doi.org/10.33508/jumma.v12i2.5225
Yohana Dian Puspita, & Ginanjar Rahmawan. (2021). Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier. Jurnal Sinar Manajemen, 8(2), 98–104. https://doi.org/10.56338/jsm.v8i2.1644
Yolanda, P., & Suhardi. (2025). Pengaruh Digital Marketing, Citra Merek dan E-WOM Terhadap Keputusan Pembelian Produk Skintific di Kota Batam. Scientia Journa, 7(2).
