p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1932
Role of Celebrity Endorser on Brand Credibility, Loyalty,
and Commitment on Mobile Banking Users
Altaviar Alam Firdaus
1*
, Rizky Luxianto
2
Universitas Indonesia Depok, Indonesia
Email: [email protected]
*Correspondence
ABSTRACT
Keywords: Celebrity
Endorser; Trust;
Commitment; Loyalty;
Mobile Banking.
This study aims to examine how celebrity credibility affects
brand credibility and how it develops trust, loyalty, and
long-term commitment among mobile banking customers.
The proposed model was empirically evaluated using
survey data from 201 mobile banking users in Indonesia
who knew who their endorser bank was. In addition, SEM
PLS was used to investigate the relationship between the
research model's constructs. Brand credibility mediates the
positive effect of celebrity credibility on mobile banking
celebrity endorsement in Indonesia. In this study, the
researcher focuses on the specific banking product,
“Mobile Banking,” and examines the relationship between
celebrity credibility, brand credibility, loyalty, and
commitment. Practical/Policy implication: This study will
give the company a clear view of efficiently selecting the
right endorser for mobile banking in Indonesia.
Introduction
The invasion of e-wallets and digital banking has posed a significant threat to the
banking industry. Banks use various methods and efforts to introduce their products to
the general public, including advertising. Over the last 40 years, global advertising and
promotion have evolved (Belch & Belch, 2021). Outside of the United States,
advertising spending increased from $55 billion in 1980 to nearly $214 billion in 2002
and $394 billion in 2019. Spending on advertising and other forms of promotion will
continue to rise as companies worldwide seek to market their products and services to
customers, including consumers and businesses. According to Belch and Belch (2021),
there has been a shift in advertising spending from traditional media such as television,
radio, and print to digital formats such as online search, image and video
advertisements, and social media advertisements. The shift to mobile marketing occurs
as consumers spend more time on their mobile devices than on traditional media such as
newspapers, magazines, and television (Dash, Kiefer, & Paul, 2021).
One strategy that companies can use to promote their products is by using
celebrity endorsers. Much previous marketing research has discussed celebrity
endorsers' effectiveness in promoting products. Research also shows that advertisements
using celebrity endorsers are more effective than other forms of advertising (Malik &
Altaviar Alam Firdaus, Rizky Luxianto
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1933
Qureshi, 2016), and the research results show that celebrity endorsements can positively
influence consumer perceptions and purchase intentions (Gupta, Kishore, & Verma,
2015). The research conducted by (Ha & Lam, 2017) also explained that using celebrity
endorsements can increase the positive effect on trustworthiness, persuasiveness,
believability, and likeability.
Companies use celebrity traits and charisma to create an analogy with product
specialization to position a brand in the minds of target consumers. As a result, celebrity
endorsements have emerged as one of the most popular advertising strategies for
promoting various products, services, or brands (Schimmelpfennig & Hunt, 2020). In
Indonesia, several large banks, from state-owned to private, have tried celebrity
endorser marketing for their mobile banking advertisements. Several celebrities,
including Agnez Monica, Isyana Saraswati, Noah Band, Luna Maya, and senior actress
Kristin Hakim, have participated in mobile banking advertisements.
Figure 1
Various Celebrity Endorsers of Mobile Banking in Indonesia
(Hussain, Melewar, Priporas, Foroudi, & Dennis, 2020) examined how celebrity
endorser credibility affects trust, loyalty, and commitment to Indian banking services.
General banking services were studied, with celebrity credibility moderated by gender
and profession. The study divided celebrities into film stars and athletes, reflecting
India's endorsement landscape. The researcher modified variables from "Celebrity
Endorsement, Brand Credibility, and Brand Equity", which examined how endorser
credibility boosts brand credibility. According to that study, endorsement is a
communication tool that signals to the endorsed brand, giving the brand credibility.
Thus, credible endorsers boost brand credibility.
Celebrity credibility and trust are linked. The combined effects could result in
high brand loyalty and commitment among mobile banking users. The celebrity
profession is an essential moderator in this study. Traditionally, the gender of the
endorser has been considered necessary, but few empirical studies have addressed this
variable. "The paucity of research on endorser gender effects is somewhat surprising,
given that persuasion research shows that men and women respond differently to male
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1934
and female communicators". As a result, the gender of celebrity endorsers is the current
study's second moderator.
Based on previous research, a limited number of studies have examined the effects
of celebrity endorsers on financial services. Furthermore, no specific research focuses
on celebrity endorsers' influence on mobile banking. Therefore, this study examines the
role of celebrity endorsers in shaping brand credibility, commitment, and loyalty among
mobile banking users in Indonesia. The study will also explore the moderating effects of
gender and profession of celebrities on the relationship between celebrity credibility and
brand credibility, as well as test whether brand credibility mediates the influence of
celebrity credibility on loyalty and commitment. The subsequent sections of this article
provide a detailed explanation of the development and conceptual framework of the
hypothesis, followed by a description of the testing methodology. The article's
conclusion discusses conclusions, managerial implications, limitations, and future
research directions.
Research Methods
Subjects
The method used in this study is quantitative because data on the dependent
variable (DV) and independent variable (IV) were obtained using measuring
instruments, the results of which were numerical scores. Statistical analysis was used to
draw conclusions and interpret the relationship between the dependent and independent
variables. Quantitative research is conducted when the researcher wishes to measure
variation in an event, situation, problem, or idea, when the information collected is
primarily for quantitative variables, and when the analysis aims to determine the level of
the variable.
Measurement
Previous research on trust, loyalty, and commitment on banking service
providers in India used an online survey as the study's assessment method. Table 1
shows the measuring device used for each variable in this study. Each participant's
responses on a seven-point Likert scale, where seven equals "strongly agree" and 1
equals "strongly disagree," are used to determine the content validity of each assessment
question.
Table 1
Research Instrument
Variable
Items
Source
Attractiveness
• The celebrity endorser of my mobile banking
application is an attractive person.
• The celebrity endorser of my mobile banking
application is a good-looking person.
• The celebrity endorser of my mobile banking
application is a classy person.
• The celebrity endorser of my mobile banking
application is an elegant person.
(Singh et
al., 2022)
Altaviar Alam Firdaus, Rizky Luxianto
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1935
• The celebrity endorser of my mobile banking
application is a sexy person.
Trustworthiness
• The celebrity endorser of my mobile banking
application is a trustworthy person.
• The celebrity endorser of my mobile banking
application is an honest person.
• The celebrity endorser of my mobile banking
application is a reliable person.
• The celebrity endorser of my mobile banking
application is a sincere person.
• The celebrity endorser of my mobile banking
application is a responsible person.
(Singh et
al., 2022)
Expertise
• The celebrity endorser of my mobile banking
application is an expert in banking.
• The celebrity endorser of my mobile banking
application is experienced in banking.
• The celebrity endorser of my mobile banking
application has insights into the banking field.
• The celebrity endorser of my mobile banking
application meets the qualifications in
banking.
• The celebrity endorser of my mobile banking
application has skills in the field of banking.
(Singh et
al., 2022)
Trust in the
service provider
• My mobile banking service provider bank is
entirely trustworthy
• I feel confident with my mobile banking
service provider bank.
• My mobile banking service provider bank is
honest.
• My mobile banking service provider bank has
high integrity.
(Singh et
al., 2022)
Loyalty to The
Service Provider
• I will top up my balance in the mobile banking
service provider bank.
• My chances of continuing to use this mobile
banking are very high.
• There is a possibility that I will try other
service products offered by the bank.
(Singh et
al., 2022)
Commitment to
the service
provider
• I will top up my balance in the mobile banking
service provider bank.
• My chances of continuing to use this mobile
banking are very high.
• There is a possibility that I will try other
service products offered by the bank.
(Singh et
al., 2022)
Brand Expertise
• This mobile banking service provider reminds
me of someone who is competent and knows
what they are doing.
• This mobile banking service provider can
deliver what it promises.
• This mobile banking service provider delivers
what it promises.
• This mobile banking service provider delivers
(Singh et
al., 2022)
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1936
what it promises.
• The claims of this bank can be trusted.
• Over time, my experience with this mobile
banking service provider makes me hope that
the bank will continue to uphold its
commitment, neither more nor less.
• This mobile banking service provider has a
trusted reputation.
• This mobile banking service provider does not
pretend to be something it is not.
Structural Equation Model
In this research, the researcher will use the Partial Least Squares (PLS) method
with formative constructs as one of the component-based Structural Equation Modeling
(SEM) methods. This is done to predict and develop theories or concepts that have been
previously researched, unlike covariance-based SEM, which aims to test and confirm
existing theories. PLS-SEM is used to predict and identify the primary variable,
Celebrity Credibility, using directly observable indicators. This method is chosen due to
the relatively large sample size. However, the relationship between celebrity credibility
variables has a weak theoretical framework, which will be used for the second-order
confirmatory factor analysis.
This research utilizes Second Order Confirmatory Factor Analysis, which
examines the relationships between the indicators and latent variables. The research
model is based on hypotheses developed from the theoretical framework of previous
studies. The Second Order analysis involves two levels of factor analysis that explain
the correlations among factors at the first level (Ganaie & Bhat, 2020). This analysis
confirms the initial hypotheses, specifically exploring how the dimensions contributing
to celebrity credibility influence customer loyalty, commitment, and trust in mobile
banking applications.
The measurement model is used to assess the model's validity and reliability. The
Kaiser-Meyer Olkin Measure of Sampling Adequacy (KMO) will be used as a
measurement indicator in validity testing to determine the applicability of components.
It should be greater than 0.5. In addition, the Component Matrix, which comprises
factors from all variables, will be used as an index. It should be greater than 0.5.
Reliability testing will employ Cronbach's alpha value parameter, with each variable
meeting the 0.6 criteria. A Cronbach's alpha value of less than 0.6 indicates poor
reliability, 0.7 is acceptable, and greater than 0.8 indicates good and acceptable
dependability.
A structural model is used to project the causal relationship between latent
variables. Various measures, such as the coefficient of determination (R2) and
predictive relevance (Q2), can be used to evaluate the structural model.
The Hypothesis Test
Altaviar Alam Firdaus, Rizky Luxianto
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1937
Because the one-tailed test employed in this study's hypothesis testing has a
significance level of 5%, a T-statistic value greater than 0.65 is recommended (Hair et
al., 2017). The P value represents the probability that the null hypothesis is true. The p-
value threshold for the relationship between constructs in this study is less than 0.05.
Results and Discussion
Respondent Characteristics
Individuals must be 18 to open a bank account and utilize mobile banking
services. To guarantee that respondents meet the criteria, they are requested to fill out
screening questions about their age, the mobile banking service they use, and whether
they know the celebrity sponsor of the mobile banking service. A total of 240 responses
were collected, but 39 did not match the criteria, resulting in only 201 being measured
further. The following is the distribution of respondents:
Table 2
Respondent Characteristics
Category
Sample (N: 201)
Age
18-20
21-30
31-40
41-50
>50
1%
43%
46%
8%
2%
Gender
Male
Female
55%
45%
Education
High School
Diploma
Bachelor’s Degree
Master’s Degree
Doctoral Degree
5%
7%
73%
13%
2%
Respondents use
Mobile
Banking.
BRImo
BCA Mobile
BNI Mobile
Livin’ By Mandiri
Octopus Mobile
BJB Digi
Jenius
Bank Jago
BTN Mobile
Others
48%
28%
11%
5%
3%
3%
2%
1%
0,5%
0,5%
Top 5 Celebrity
Endorser
Noah Band
Cinta Laura
Christine Hakim
Luna Maya
Anggun C Sasmi
28%
14%
17%
8%
5%
Table 2 shows 111 men (55%) and 90 women (45%) of the 201 respondents
answered. Therefore, it can be concluded that the majority of respondents in this study
were female. Most respondents are aged 31 to 40 and have a bachelor's degree.
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1938
Respondents utilized the BRI mobile banking service with the name BRImo the most,
and Noah Band was the most prominent celebrity endorser.
Measurement Model
The measurement model is an element of the path model that includes indicators
and their relationship to the construct. This model measures the factor loading of the
items used to measure the discriminant validity, convergent validity, and composite
reliability.
Discriminant Validity
With the Fornell-Lacker test, discriminant validity can be examined. Table 3
displays the results of the Fornell-Lacker test, which indicates that the model is error-
free. This is because the correlation value between a variable and the variable itself is
more significant than between a variable and other variables.
Table 3
Fornell-Lacker Discriminant Validity
Attracti
veness
Brand
Expert
ise
Commi
tment
to the
service
provide
r
Exper
tise
Loyalt
y to
the
servic
e
provi
der
Trus
twor
thine
ss
Trust
in the
Service
Provide
r
Attractive
ness
0.842
Brand
Credibilit
y
0.701
0.863
Commitm
ent to the
service
provider
0.622
0.836
0.939
Expertise
0.528
0.462
0.373
0.919
Loyalty to
the
service
provider
0.582
0.782
0.861
0.327
0.948
Trustwort
hiness
0.68
0.611
0.524
0.705
0.459
0.935
Trust in
the
Service
Provider
0.651
0.843
0.809
0.366
0.855
0.52
0.94
Convergent Validity Test
The study's model was evaluated using partial least squares (PLS). Hair et al.
(2017) assessed the significance of the pathways using bootstrap resampling with
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1939
SmartPLS version 3 and 5000 resamples. Due to the non-normal distribution of our data
and the unique requirements of our respondents, we have chosen to employ the PLS
method. This procedure suits non-normally distributed data and tiny populations.
We began by evaluating the measurement model. The measurement burden on
their respective items exceeds the 0.50 threshold Holland (1999) suggested. This result
indicates that each item is significantly laden on its respective construct. The composite
reliability (CRs) exceeded the recommended 0.70 threshold. Nevertheless, the average
variance extracted (AVE) results disclose that several variables' values fall below the
suggested cut-off value of 0.05. According to Fornell and Larcker (1981), the AVE is a
conservative and stringent measurement. Therefore, the convergent validity of a concept
is acceptable even if the AVE value is below the suggested value if it has a high CR
score. In addition, the alpha scores indicate that all variables used in this study are
reliable, as each variable's value exceeds the recommended score of 0.6 (Malhotra,
2020).
Table 4
Convergent Validity
Variable
Item
Factor Loading
Average Variance
Extracted (AVE)
Expertise
E1
0,897
0,845
E2
0,927
E3
0,94
E4
0,896
E5
0,937
Attractiveness
A1
0,823
0,709
A2
0,878
A3
0,928
A4
0,919
A5
0,623
Trustworthiness
T1
0,936
0,875
T2
0,95
T3
0,945
T4
0,944
T5
0,901
Loyalty to the
service provider
L1
0,923
0,662
L2
0,931
L3
0,516
Commitment to
the service
provider
C1
0,531
0,66
C2
0,906
C3
0,937
Brand Expertise
B1
0,758
0,745
B2
0,904
B3
0,918
B4
0,925
B5
0,871
B6
0,871
B7
0,777
Trust in the
Service Provider
TI1
0,941
0,883
TI2
0,956
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1940
TI3
0,919
TI4
0,956
The factor loading value provides information about the convergent validity test.
Table 3 shows indicators with factor loading values 0.7, such as L3 (0.516) and C1
(0.531). Both indicators can still be used because they fall within the acceptable range
of 0.4 to 0.7.
Composite Reliability, Cronbach’s Alpha, and AVE
Cronbach's Alpha (CA) and Composite Reliability (CR) values for the seven
variables are shown in Table 4. All variables have CA and CR values greater than 0.7,
indicating that the seven variables are reliable. The variable is valid because the AVE
value on seven variables is more significant than 0.7.
Table 5
Composite Reliability, Cronbach’s Alpha, and AVE
Variable
Cronbach’s Alpha
(CA)
Composite
Reliability (CR)
Average
Variance
Extracted (AVE)
Expertise
0,954
0,965
0,845
Attractiveness
0,892
0,923
0,709
Trustworthiness
0,964
0,972
0,875
Loyalty to the service provider
0,728
0,847
0,662
Commitment to the service
provider
0,734
0,847
0,66
Brand Expertise
0,942
0,953
0,745
Trust in the Service Provider
0,956
0,968
0,883
Structural Model
In order to test hypotheses, a structural model examines the connections between
the various research variables. This measurement indicates a theoretical component or
concept associated with a route model. This research uses structural models'
measurement, which includes not only the measurement of latent variables but also the
assessment of the path between variables.
Coefficient of Determination R-square (R2)
According to Shmueli and Koppius (2011), the coefficient of determination, or
R2, measures the model's explanatory power since it computes the variance explained
by each endogenous component. According to Hair et al.'s research from 2019, higher
values of the R2 suggest a greater explanatory power, which ranges from 0 to 1.
Table 6
Coefficient of Determination R-square (R2)
ITEMS
R
2
R
2
Adjusted
Brand Credibility
0,487
0,474
Commitment to the service provider
0.719
0.718
Loyalty to the service provider
0.715
0.713
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1941
According to the R2 value in Table 6, Celebrity Credibility has a 48.7% influence
on Brand Credibility. Meanwhile, the Brand Credibility variable has a 71.9% influence
on Commitment to the Service Provider. Brand Credibility has a 71.5% effect on
service provider loyalty.
Coefficient of Cross-Validated Determination (Q2)
Q2 value is a statistic used to determine a model's predictive power. Blindfolding
is a technique that removes individual data points from a data matrix, replaces the
eliminated points with the mean, and produces model parameters. For all variables, the
blindfolding strategy estimates the missing data points. Higher Q2 values indicate
greater prediction accuracy due to tiny differences between the original and anticipated
values. Q2 values about 0.02 -0.15, 0.15 -0.35, and above 0.35 are often considered
path models into minor, medium, and large predictive relevance.
Table 7
Coefficient of Cross-Validated Determination (Q2)
Predictive Q2 = (1-SSE/SSO)
Relevance
Brand Credibility
0,439
Loyalty to the service provider
0,296
Commitment to the service provider
0,363
The coefficient of cross-determination (Q2) measures the model's prediction
quality. Table 7 shows the best Q2 relevance value of 43.9% in predicting Brand
Credibility.
Output Model
Figure 3. Output Model
Results of Hypothesis Testing
The path coefficient value of the construct of celebrity credibility to brand
credibility is 0.638, indicating a positive relationship, indicating that as celebrity
credibility increases, so does brand credibility. The t-value of 13.125 is greater than the
t-table of 1.96, and the p-value of 0.000 is less than 0.05, indicating that the hypothesis
of celebrity credibility having a significant effect on brand credibility is accepted.
The path coefficient construct of brand credibility on loyalty has a value of 0.845,
indicating a positive relationship; that is, as brand credibility increases, so does loyalty.
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1942
The t-value of 24.548 is greater than the t-table of 1.96, and the p-value of 0.000 is less
than 0.05, indicating that the hypothesis that brand credibility has a significant effect on
loyalty is accepted.
The value of the path coefficient construct of brand credibility towards
commitment is 0.848, indicating a positive relationship, indicating that as brand
credibility increases, so does commitment. The t-value of 24.441 is greater than the t-
table of 1.96, and the p-value of 0.000 is less than 0.05, indicating that the hypothesis
that brand credibility has a significant effect on commitment is accepted.
The brand credibility construct's path coefficient value, which mediates celebrity
credibility on loyalty, is 0.539, indicating a positive relationship. The t-value of 10.746
is greater than the t-table of 1.96, and the P-value of 0.000 is less than 0.05, indicating
that the hypothesis, in which brand credibility mediates the relationship between
celebrity credibility and loyalty, is accepted.
The brand credibility construct's path coefficient value, which mediates celebrity
credibility on commitment, is 0.541, indicating a positive relationship. The t-value of
10.771 is greater than the t-table of 1.96, and the p-value of 0.000 is less than 0.05,
indicating that the hypothesis, where celebrity credibility mediates the relationship
between celebrity credibility and commitment, is accepted.
The celebrity profession path coefficient value that moderates celebrity credibility
on brand credibility is 0.125, indicating a positive relationship. The t-value of 1.269 is
less than the t-table of 1.96, and the p-value of 0.205 is more significant than 0.05,
indicating that the hypothesis is rejected. In general, celebrity status as an actor/actress
or singer does not significantly strengthen the relationship between celebrity and brand
credibility (Hani, Marwan, & Andre, 2018).
The celebrity gender path coefficient value that moderates celebrity credibility on
brand credibility is -0.163, indicating a negative relationship. The t-value of 1.756 is
less than the t-table of 1.96, and the p-value of 0.08 is more significant than 0.05,
indicating that the hypothesis is rejected. In general, celebrity gender, whether female or
male, does not affect the relationship between celebrity credibility and brand credibility.
Table 8
Hypothesis Testing Results
Hypothesis
Path
Coefficient
T Statistic
P Value
Conclusion
H1
Celebrity Credibility
→ Brand Credibility
0,638
13,125
0,000
Significant
H2
Brand Credibility →
Loyalty to the service
provider
0,845
24,584
0,000
Significant
H3
Brand Credibility →
Commitment to the
service provider
0,848
24,441
0,000
Significant
H4
Celebrity Credibility →
Brand Credibility →
Loyalty to the service
0,539
10,746
0,000
Significant
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1943
provider
H5
Celebrity Credibility →
Brand Credibility →
Commitment to the
service provider
0,541
10,771
0,000
Significant
H6
Profession Celebrity x
Celebrity Credibility →
Brand Credibility
0,125
1,269
0,205
Not
Significant
H7
Gender Celebrity x
Celebrity Credibility →
Brand Credibility
-0,163
1,756
0,08
Not
Significant
Effect of Celebrity Credibility on Brand Credibility
According to the findings of this study, celebrity credibility has a significant
impact on brand credibility. This is consistent with previous research by (Hussain et al.,
2020), which demonstrated that having a positive association with one stimulus (such as
a celebrity) can help increase other stimuli, such as a brand. These factors may be
necessary in forming a more long-lasting brand perception. Consumers who lack
expertise in a specific product/service may rely on celebrity endorsements if the brand is
deemed credible. Celebrity credibility has successfully influenced customer attitudes
toward service providers, including influencing trust, increasing brand reviews, and
increasing brand recognition (Purohit & Arora, 2022). Endorsing a credible celebrity
improves customer perception of quality and uniqueness, resulting in customer loyalty
to the service provider.
The Effect of Brand Credibility on Loyalty
According to the findings of this study, brand credibility has a significant impact
on loyalty. This is consistent with previous research, which found that credibility
significantly impacts customer loyalty. Trust significantly influences loyalty, which
contributes to consistency and competence in future partnership outcomes, ensuring the
benefits generated by both parties in the relationship (Litiver & Wardaya, 2022).
The Effect of Brand Credibility on Commitment
According to the findings of this study, brand credibility has a significant impact
on commitment. Customer commitment entails considering future costs and benefits.
Customers who feel compelled to continue using the service are less likely to switch to
competing services if the brand believes the value it receives is greater than that of other
services. As a result, advertisements featuring credible celebrities can increase positive
perceptions of service providers and help customers increase subjective utility. In this
case, customers are more likely to maintain long-term relationships with products or
services endorsed by celebrities with high credibility.
Mediation effect of Brand Credibility on the effect of Celebrity Credibility on
Loyalty
According to the findings of this study, brand credibility moderates the effect of
celebrity credibility on loyalty. This is consistent with (Hussain et al., 2020), which
Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking
Users
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1944
found that endorsements from credible celebrities add value to a brand. According to
(Hussain et al., 2020), celebrities humanly give the brand identity. This process supports
the meaning transfer model, which aids in developing consumer-brand relationships. As
a result, positive relationship outcomes such as trust in the endorsed brand emerge,
driving commitment to the service provider.
Mediation effect of Brand Credibility on the effect of Celebrity Credibility on
Commitment
The results of this study indicate that brand credibility mediates the effect of
celebrity credibility on commitment. The findings of this study are consistent with
previous research in which celebrity endorsements that promote trust ensure that service
providers are trustworthy, which is the first step toward developing long-term
commitment between consumers and brands.
The Moderating Effect of Celebrity Profession on the Effect of Celebrity
Credibility on Brand Credibility
The findings of this study indicate that the celebrity profession does not affect the
influence of celebrity credibility on brand credibility. This is consistent with research
conducted by (Knoll & Matthes, 2017), who investigated how education changes a
person's perspective on gender, finding that the higher a person's education, the more
likely that person is to see gender as more equal. Customers with higher education in
Indonesia's big cities dominated the sampling sample for respondents in this study, so
they do not have a gender perception.
The Moderating Effect of Celebrity Gender on the Effect of Celebrity Credibility
on Brand Credibility
The findings of this study indicate that celebrity gender does not affect the
influence of celebrity credibility on brand credibility. This is in line with research
conducted by (de Oliveira Santini et al., 2020) on the influence of a person's profession
on public views regarding the information provided, which found that people do not
consider a person's profession to be important in determining the credibility of
information, but rather how a person conveys information.
Conclusion
According to this study, celebrity credibility affects brand credibility. Credible
celebrities boost quality and originality, increasing customer loyalty. Brand Credibility
also boosts loyalty. Brand trust ensures stability and competency in future partnerships,
benefiting both parties. Brand Credibility affects Commitment and Loyalty. Celebrity
endorsements increase customer loyalty. Brand credibility mediates celebrity credibility
and customer loyalty for mobile banking app users. Credible celebrities boost customer
loyalty. Brand credibility buffers celebrity credibility's effect on mobile banking app
users' customer loyalty. Through brand-related marketing methods, quality information
can boost brand credibility. This study demonstrated no substantial moderating effect of
the celebrity profession on brand credibility. Singers have a more significant impact on
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1945
brand credibility than actors. Celebrity credibility and brand credibility are not
moderated by celebrity gender. Male celebrities affect brand credibility more than
female celebrities. This research shows that celebrity and brand credibility impact each
other through brand credibility. Celebrity occupation and gender also affect Brand
Credibility, but not much.
This research is essential since celebrity endorsers in financial services, especially
banking, are rarely studied. This study illuminates celebrity endorsements in Indonesian
mobile banking app ads. This research aims to help banking decision-makers choose a
credible celebrity endorser for mobile banking ads, affecting brand credibility, loyalty,
and customer commitment to the app.
This study has several limitations. Firstly, there is a bias due to the generalization
of the study, as the respondents mainly consisted of individuals from Generation X and
Y, who may have different perspectives on celebrities endorsing banking products.
Secondly, the study did not explore celebrities' specific media channels to promote the
endorsed products, even though different media channels have varying impacts and
effectiveness. Thirdly, in Indonesia, celebrity endorsers are predominantly
actors/actresses and singers, whereas, in reference journals from India, athletes are also
recognized as a separate category with a significant impact on credibility. The following
research is expected to reach a broader range of respondents from various backgrounds
and generations to capture different perspectives on celebrity endorsers in mobile
banking advertisements. Furthermore, future research can diversify data collection
methods. In addition to questionnaires, research can be conducted using different data
collection methods such as in-depth interviews, direct observations, or document
analysis. These various approaches can provide richer and deeper insights.
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