Dampak Celebrity Endorsement dan Social Media Marketing terhadap Purchase Decision Melalui Positive Emotions
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Jun 3, 2026
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Abstract
This study aims to analyze the influence of celebrity endorsement and social media marketing on purchasing decisions of Emina products, with positive emotion as a mediating variable. Using a quantitative explanatory approach, data were collected through an online survey among Generation Z and Millennial consumers in Jepara Regency. The analysis was conducted using the Structural Equation Modeling–Partial Least Squares method. The findings reveal that celebrity endorsement has a positive and significant effect on both positive emotion and purchase decision, directly and indirectly. In contrast, social media marketing affects purchase decisions but not positive emotions. These results highlight that emotional influence in the purchasing decision process is more strongly mediated by celebrity endorsement. The study reinforces the relevance of the Stimulus–Organism–Response (S-O-R) model and the Theory of Planned Behavior (TPB) while providing practical implications for optimizing Emina’s digital communication strategies.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Amanda, D., & Ali, A. (2026). Dampak Celebrity Endorsement dan Social Media Marketing terhadap Purchase Decision Melalui Positive Emotions. Jurnal E-Bis, 10(1), 109-126. https://doi.org/10.37339/e-bis.v10i1.2893
References
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Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Aulia, S. (2025). The Influence of Celebrity Endorsement and Product Quality on Purchase Decisions of MS Glow Skincare Products in Bandung : The Mediating Role of Brand Image. 6(2), 832–837.
Bilgin, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Bilro, R. G., & Loureiro, S. M. C. (2020). A consumer engagement systematic review: synthesis and research agenda. Spanish Journal of Marketing - ESIC, 24(3), 283–307. https://doi.org/10.1108/SJME-01-2020-0021
Chloe, C., & Ph, D. (2022). This is the Pre-Published Version . Bridging the trust gap in influencer marketing : Ways to sustain consumers ’ trust and assuage their distrust in the social media influencer landscape. 2022(853).
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
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Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huda, N., Roosdhani, M. R., Arifin, S., & Komariyatin, N. (2023). Improving MSME Marketing Performance through Marketing Strategy. 1, 13–24.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Kaplan, A., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons, 63(1), 37–50. https://doi.org/10.1016/j.bushor.2019.09.003
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0164-y
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75. https://doi.org/10.1007/s11747-016-0503-8
Komariyatin, N., Roosdhani, M. R., Arifin, S., & Khoiruddin, M. (2025). Market Sensing as a Catalyst for Enhancing Social Media Engagement and Marketing Success in Small Enterprises (Vol. 2024, Issue Jic 2024). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-483-9
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48(February), 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
M. Rifqy Roosdhani1, S. A., Komaryatin, N., Ali, Huda, N., Khoiruddin, M., Chenly, & Loing. (2025). Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry. 2(11), 917–926.
Nyoman Indy Tavipiana Wirata, & Nugrahani, R. U. (2023). Analysis of “Beauty Bestie” Perceptions Built in Emina Beauty Bestie Day Campaign. LONTAR: Jurnal Ilmu Komunikasi, 11(2), 169–176. https://doi.org/10.30656/lontar.v11i2.7772
Popp, B., & Woratschek, H. (2017). Consumer-brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250–270. https://doi.org/10.1057/s41262-017-0033-9
Pradisti, L., Roosdhani, M. R., Komariyatin, N., Huda, N., Departement, M., Faculty, B., Management, M., Program, P., Islam, U., Ulama, N., Departement, M., Faculty, B., Islam, U., & Ulama, N. (2025). Journal of Advanced Studies in Management How Social Media Marketing Activities Affect Purchase Intentions And Decisions. 1(2), 67–75.
Ramadhan, B. A. (2025). Pengaruh trustworthiness, expertise, dan attractiveness Idol Group JKT48 sebagai celebrity endorser produk Erigo terhadap niat beli konsumen. Master’s Thesis, Program Studi Magister Manajemen Universitas Katolik Parahyangan). https://repository.unpar.ac.id/handle/123456789/21340
Riyana putri, ratna roostika. (2021). Research in Business & Social Science The role of celebrity endorser toward brand attitude and purchase intention : A study from Indonesia. 10(8), 68–75.
Scheinbaum, A., & Wang, S. (2018). Enhancing Brand Credibility via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1), 16–32.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Silalahi, S. A. F., Fachrurazi, F., & Muchaddam Fahham, A. (2021). The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1956066
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (8th ed.). Management Decision, 47(5), 845–848. https://doi.org/10.1108/00251740910960169
Tuten, C. A. and T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 30(6), 461–469. https://doi.org/10.1002/mar
Ursula Natalia, M. R. (2025). CELEBRITY ENDORSER CONTRIBUTION TOWARDS LOCAL. 1–20.
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://doi.org/
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(April), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Ali, A., Riyoko, S., Kusumodestoni, R. H., Laila, N., Martin, A., Muttaqin, A., Sobirin, A., & Ismail, T. (2025). Factors Influencing Millennial Generation Interest in Metaverse -Based Investment in Jepara Regency (Vol. 2024, Issue Jic 2024). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-483-9
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Aulia, S. (2025). The Influence of Celebrity Endorsement and Product Quality on Purchase Decisions of MS Glow Skincare Products in Bandung : The Mediating Role of Brand Image. 6(2), 832–837.
Bilgin, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Bilro, R. G., & Loureiro, S. M. C. (2020). A consumer engagement systematic review: synthesis and research agenda. Spanish Journal of Marketing - ESIC, 24(3), 283–307. https://doi.org/10.1108/SJME-01-2020-0021
Chloe, C., & Ph, D. (2022). This is the Pre-Published Version . Bridging the trust gap in influencer marketing : Ways to sustain consumers ’ trust and assuage their distrust in the social media influencer landscape. 2022(853).
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Flavi, C., Ib, S., & Casal, L. V. (2021). Be creative , my friend ! Engaging users on Instagram by promoting positive emotions. 130(November 2018), 416–425. https://doi.org/10.1016/j.jbusres.2020.02.014
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huda, N., Roosdhani, M. R., Arifin, S., & Komariyatin, N. (2023). Improving MSME Marketing Performance through Marketing Strategy. 1, 13–24.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Kaplan, A., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons, 63(1), 37–50. https://doi.org/10.1016/j.bushor.2019.09.003
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0164-y
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75. https://doi.org/10.1007/s11747-016-0503-8
Komariyatin, N., Roosdhani, M. R., Arifin, S., & Khoiruddin, M. (2025). Market Sensing as a Catalyst for Enhancing Social Media Engagement and Marketing Success in Small Enterprises (Vol. 2024, Issue Jic 2024). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-483-9
Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48(February), 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
M. Rifqy Roosdhani1, S. A., Komaryatin, N., Ali, Huda, N., Khoiruddin, M., Chenly, & Loing. (2025). Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry. 2(11), 917–926.
Nyoman Indy Tavipiana Wirata, & Nugrahani, R. U. (2023). Analysis of “Beauty Bestie” Perceptions Built in Emina Beauty Bestie Day Campaign. LONTAR: Jurnal Ilmu Komunikasi, 11(2), 169–176. https://doi.org/10.30656/lontar.v11i2.7772
Popp, B., & Woratschek, H. (2017). Consumer-brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250–270. https://doi.org/10.1057/s41262-017-0033-9
Pradisti, L., Roosdhani, M. R., Komariyatin, N., Huda, N., Departement, M., Faculty, B., Management, M., Program, P., Islam, U., Ulama, N., Departement, M., Faculty, B., Islam, U., & Ulama, N. (2025). Journal of Advanced Studies in Management How Social Media Marketing Activities Affect Purchase Intentions And Decisions. 1(2), 67–75.
Ramadhan, B. A. (2025). Pengaruh trustworthiness, expertise, dan attractiveness Idol Group JKT48 sebagai celebrity endorser produk Erigo terhadap niat beli konsumen. Master’s Thesis, Program Studi Magister Manajemen Universitas Katolik Parahyangan). https://repository.unpar.ac.id/handle/123456789/21340
Riyana putri, ratna roostika. (2021). Research in Business & Social Science The role of celebrity endorser toward brand attitude and purchase intention : A study from Indonesia. 10(8), 68–75.
Scheinbaum, A., & Wang, S. (2018). Enhancing Brand Credibility via Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58(1), 16–32.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Silalahi, S. A. F., Fachrurazi, F., & Muchaddam Fahham, A. (2021). The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1956066
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (8th ed.). Management Decision, 47(5), 845–848. https://doi.org/10.1108/00251740910960169
Tuten, C. A. and T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 30(6), 461–469. https://doi.org/10.1002/mar
Ursula Natalia, M. R. (2025). CELEBRITY ENDORSER CONTRIBUTION TOWARDS LOCAL. 1–20.
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://doi.org/