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The
Influence of Islamic Branding and Brand Ambassadors on Purchase Intention at
Tokopedia Dirmawati1, Niluh
Anik Sapitri2, Fadly Yashari Soumena3, Darmiati
Mustakim4 Sharia Economics Study Program, Institut Parahikma Indonesia Gowa, South Sulawesi, Indonesia Email: [email protected], [email protected], [email protected], [email protected] |
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Keywords |
Abstract |
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Islamic branding, Brand Ambassador, and Purchase Intention |
This study aimed to investigate three main objectives related to purchase intention at Tokopedia. Firstly, it examined the impact of brand ambassadors. Secondly, it analyzed the effect of Islamic branding. Lastly, it explored the combined effect of Islamic branding and brand ambassadors on purchase intention. Employing a quantitative descriptive research design, the study utilized surveys for data collection, with 91 respondents selected through purposive sampling. Analysis was conducted using IBM SPSS 20. The findings revealed several significant results: Islamic branding and brand ambassadors individually positively influenced purchase intention. Additionally, their combined effect further enhanced purchase intention at Tokopedia. These results underscore the effectiveness of Tokopedia Salam, incorporating Islamic branding, and utilizing popular brand ambassadors like BTS and BLACKPINK. Aligning branding strategies with consumer values and preferences, and leveraging influential personalities, proves pivotal in driving consumer engagement and purchase behavior on e-commerce platforms like Tokopedia. This research provides valuable insights for marketers seeking to optimize branding strategies and enhance purchase intention in online marketplaces.
© 2023 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons
Attribution (CC BY SA) license (https://creativecommons.org/licenses/by-sa/4.0/). |
1. Introduction
Digital
transformation has changed the lifestyle of the global community. Ease,
convenience, security and speed have become the choice of consumers in
fulfilling their daily needs. According to Carnegie (2020) in his book entitled
The 5 Essential people skills, digitalization makes
work easier and faster in the modern work environment. Digital transformation
drives the increase and expansion of internet users (Albukhitan, 2020; Saarikko, Westergren, &
Blomquist, 2020).
Indonesia is in the top 3 highest internet users in March 2021 on an Asian
scale (Fernandes et al., 2021; Kuss, Kristensen, &
Lopez-Fernandez, 2021). The
Hootsuite and We are Social survey report shows that
the total number of internet users reached 202.6 million Indonesians, an
increase of 15.5 percent. One of the services affected by the increase in
internet users is e-commerce, which reached 69 percent (Putri et al., 2021).
Kotler
and Keller (2016) state that e-commerce is a means of marketing digital
transactions using a website that accommodates online product sales (Sayudin, Ningsih, Maulani, & Herdianto, 2023;
Subawa & Budiadnyana, 2021). The
largest e-commerce in Indonesia today is Tokopedia. Data from Similarweb on August 1, 2021 shows that Tokopedia is ranked
first in the e-commerce category in Indonesia with a traffic share of 41.51%
and total visitors of 154.18 million. With a valuation of around USD 7 billion
to USD 10 billion, Tokopedia is the largest retail company in Southeast Asia (Gilleran et al., 2021; Tolstoy, Nordman, Hånell,
& Özbek, 2021).
Tokopedia's
internal research reveals that 80% who access Tokopedia need halal and
halal-certified products. The concept of halal consumption has become a basic
rule that must be obeyed in Islam even by non-Muslim communities. However,
there are still producers who do not understand the concept of halalan-toyyiban in a product. (Hassan, Mat Saad, Masron, & Ali, 2022).
Islamic branding greatly contributes to the phenomenon of people's need for the
halalness of a brand (Azam, 2016; Garg & Joshi, 2018).
Therefore, Tokopedia launched the Tokopedia Salam service as an Islamic
branding strategy to attract people, especially Muslims in Indonesia.
Tokopedia
is the first e-commerce to launch halal e-commerce in its ecosystem compared to
other competitors such as Shopee Barokah. However,
based on social media Instagram, Tokopedia Salam followers only reached 85.9
thousand, while Shopee Barokah has reached 238
thousand as of June 2021. This identifies that Islamic branding has no effect
on purchase intention. Several studies show similar results on this phenomenon
such as Azam (2016) and also Sari (2021) (Azam, 2016). Their
research shows that Islamic branding has a negative effect on purchase
intention.
One of
Tokopedia's strategies to increase traffic after a drastic decline is the use
of brand ambassadors. The Halyu or Korean Wave
phenomenon which is getting bigger through K-Drama and K-Pop is a trend in
marketing communication strategies (Lestari & Bafadhal, 2019).
Millennials' high interest in the Korean Wave made Tokopedia choose boy groups Bangtan Sonyeondan (BTS) and
BLACKPINK who have multibillion viewers as brand ambassadors. According to YuJin et al (2018), K-Pop idol fans will buy items related
to their idols, such as exclusive photocards, albums, or other advertised
promos (Kim & Lee, 2018).
Based on
this phenomenon, it can be seen that brand ambassadors are able to influence
purchase intention. In line with Respati and Widya's research (2017) which identified that brand
ambassadors have a significant positive effect on the purchase intention of Wardah products. However, Nisa
and Pramesti (2020) show different results (Nisa & Pramesti, 2020). Their
research identified that purchase intention is not significantly influenced by
brand ambassadors.
Many
have studied e-commerce, especially the use of brand ambassador variables.
Likewise with the Islamic branding variable. However, research that combines
the two variables is still rare, especially research that examines the effect
of halal e-commerce on general e-commerce traffic. Other researchers only
combine endorser and Islamic branding variables. However, endorsers are
certainly different from brand ambassadors.
Researchers
use marketing communication theory as the basic concept of research analysis
because according to Burnett 1993, this basic concept is very important in
delivering messages between companies and consumers in influencing behavior by
creating brand and marketer trust (Ebrahim, 2020; Habibi, Laroche, & Richard, 2014).
Through this basic concept, Islamic branding and brand ambassadors act as a
stimulus in influencing purchase intention behavior.
2.
Materials and Methods
The
research design uses quantitative methods (Kuantitatif, 2016; Sugiyono, 2010). Data
were collected using non-probabilty sampling
technique using purposive sampling method. Tokopedia users in Indonesia were
selected as research samples through three categories, namely Tokopedia users,
knowing Tokopedia greeting services, and recognizing BTS and Blackpink as Tokopedia brand ambassadors. The appropriate
sample size according to Roscoe's theory is between 30 and 500 samples. If the
sample is divided into several categories, then the number of samples in each
category is at least 30 (Roscoe, 1975 in Sekaran and Bougie, 2017) (Sekaran & Bougie, 2017).
Therefore, the researcher set the minimum number of samples in the three
categories above at 90 samples. The questionnaire was distributed online with a
Likert scale. Then, the data was processed through the SPSS 20 application to
test the hypothesis, especially the influence of the independent variables.
3.
Results and Discussions
Respondent
description
The
results of the frequency analysis in Table 1 indicate that female respondents
contributed 61.5%. Meanwhile, the contribution of men is 38.5% of the total
respondents. Respondents are dominated by Tokopedia users aged 17-25 years
(68.1%), who on average are students (64%,8). 45.1% of respondents earn <Rp.
1,000,000.
Table
1. Description of Respondents
|
Demographics |
Frequency |
Percent |
|
|
Age |
Under 17 years old |
7 |
7,7 |
|
17-25 years old |
62 |
68,1 |
|
|
26-30 years old |
14 |
15,4 |
|
|
31-35 years old |
5 |
5,5 |
|
|
35 and above |
3 |
3,3 |
|
|
Gender |
Male |
35 |
38,5 |
|
Female |
56 |
61,5 |
|
|
Jobs |
Student |
59 |
64,8 |
|
PNS |
6 |
6,6 |
|
|
Private Employee |
13 |
14,3 |
|
|
Self-employed |
8 |
8,8 |
|
|
More |
5 |
5,5 |
|
|
Revenue |
< IDR 1,000,000 |
41 |
45,1 |
|
IDR 1,000,000 - IDR
3,000,000 |
13 |
14,3 |
|
|
IDR 3,000,001 - IDR
5,000,000 |
17 |
18,7 |
|
|
IDR 5,000,001 - IDR
7,000,000 |
14 |
15,4 |
|
|
> IDR 7,000,000 |
6 |
6,6 |
|
Data
Quality Test
Table 2.
Validity Test
|
Variables |
Q |
r count |
r tabel |
Description |
|
Islamic Branding (X )1 |
1 |
,673 |
,206 |
Valid |
|
2 |
,841 |
,206 |
Valid |
|
|
3 |
,789 |
,206 |
Valid |
|
|
4 |
,773 |
,206 |
Valid |
|
|
5 |
,846 |
,206 |
Valid |
|
|
6 |
,786 |
,206 |
Valid |
|
|
Brand Ambassador (X )2 |
7 |
,794 |
,206 |
Valid |
|
8 |
,831 |
,206 |
Valid |
|
|
9 |
,807 |
,206 |
Valid |
|
|
10 |
,797 |
,206 |
Valid |
|
|
11 |
,830 |
,206 |
Valid |
|
|
12 |
,821 |
,206 |
Valid |
|
|
13 |
,855 |
,206 |
Valid |
|
|
14 |
,792 |
,206 |
Valid |
|
|
Purchase Intention (Y) |
15 |
,783 |
,206 |
Valid |
|
16 |
,725 |
,206 |
Valid |
|
|
17 |
,692 |
,206 |
Valid |
|
|
18 |
,795 |
,206 |
Valid |
|
|
19 |
,805 |
,206 |
Valid |
|
|
20 |
,572 |
,206 |
Valid |
Source:
primary data processed by SPSS 2021
The validity
test is used to measure whether the indicators used are valid or not (Sugiyono, 2016). The table above indicates that all items
are valid for use. Evident from the acquisition of the rcount
value >
rtabel .
Table. 3
Reliability Test
|
Variables |
Cronbach's Alpha |
Reliability
Standard |
Description |
|
Islamic branding (X )1 |
0,876 |
0,61 |
Very Reliable |
|
brand ambassador (X )2 |
0,927 |
0,61 |
Very Reliable |
|
purchase intention (Y) |
0,819 |
0,61 |
Very Reliable |
Source:
primary data processed by SPSS 2021
The
reliability test is carried out to analyze the consistency of the indicator,
whether the indicator used is reliable and remains consistent if the indicator
is used again (Hair, Sarstedt, Pieper, & Ringle, 2012). The
table above shows that all items are reliable and can be used repeatedly. This
is shown in the Cronbach's Alpha value> 0.61.
Classical
Assumption Test
Table 4.
Kolmogrov Smirnov test
One-Sample
Kolmogorov-Smirnov Test
|
|
|
Undstandardized
Residual |
|
N |
|
91 |
|
Normal |
Mean |
0000000 |
|
Parmeters |
Std.Deviation |
2,60274240 |
|
|
Absolute |
,136 |
|
Most
Extreme Differences |
Positive |
,069 |
|
|
Negative |
-,136 |
|
Kolmogorov- |
Smirnov Z |
1,298 |
|
Asymp Sig. |
(2-tailed) |
,069 |
Source:
primary data processed by SPSS 2021
The
normality test aims to assess whether the distribution of residual data is
normal or not, not variable data (Ghozali, 2016). The
table above shows the asymptotic value> 0.05. This indicates that the data
is normally distributed.
Table 5.
Multicollinearity Test
Coefficientsa
|
|
|
Cilinearity |
Statistics |
|
Model |
|
Tolerance
|
VIF |
|
1 |
Islamic
Branding X1 |
0,661 |
1,512 |
|
|
Islamic
Branding X2 |
0,661 |
1,512 |
|
a. Dependent Variable |
Purchase Intentuin
(Y) |
|
|
Multicollinearity
test is conducted to test the relationship between independent variables in
regression mode there is intercorrelation or collinearity (Marranitha & Suardana, 2020). Based
on the tolerance value> 0.10 and VIF <10 shown in the table above, it can
be stated that the independent variables do not show multicollinearity.
Figure
1. Heteroscedasticity test scatterplot model
Source:
primary data processed by SPSS 2021
The
figure above shows that the research data does not show symptoms of
heteroscedasticity. This is based on the random distribution of points without
forming a specific pattern.
Table 6.
Multiple Linear Regression Test
|
|
|
Unsandardized |
Coefficients |
Standardized
Coefficients |
|
Model |
|
B |
Std.
Error |
Beta |
|
|
(constant)
|
10,131 |
1,527 |
|
|
1 |
Islamic
Branding (X1) |
0,197 |
0,066 |
O,26 |
|
|
Brand Ambasador(X2) |
0,308 |
0,048 |
0,562 |
Source:
primary data processed by SPSS, 2021
Based on
the table above, the regression equation is obtained as follows:
Y =
10.131+ 0.197X1+ 0.308X2+ ɛ
The
equation above shows that: Obtained a constant of 10.131. This means that when
Islamic Branding and Brand Ambassador are 0 (zero), purchase intention is
12.286. In the Islamic branding variable β1 = 0.197. If the Islamic branding
variable experiences a one-unit increase, the purchase intention increases by
0.197. This means that the better the marketing strategy through Islamic
branding is carried out, it will increase purchase intention. Likewise, vice
versa, assuming other independent variables are fixed values
Meanwhile,
in the brand ambassador variable, β2 = 0.251. If the brand ambassador variable
experiences a one-unit increase, the purchase intention increases by 0.261.
This means that the better the marketing strategy through brand ambassadors is
carried out, it will increase purchase intention. Vice versa, assuming other
independent variables are constant.
Table 7.
Partial Test (T)
Coefficientsa
|
Model |
|
t |
Sig. |
|
|
(constant)
|
6,635 |
0 |
|
1 |
Islamic
Branding (X1) |
2,974 |
0,004 |
|
|
Brand Ambasador(X2) |
6,417 |
0 |
Source:
primary data processed by SPSS 2021
The test
results obtained tcount 2.974> ttabel 1.986 with a sig level of 0.004
<0.05. This indicates that the Islamic branding variable partially has a
positive and significant effect on purchase intention. Meanwhile, the variable
Table 8.
Simultaneous Test (F)
ANOVAa
|
Model |
|
Sum of
Scuares |
df |
Mean
Square |
F |
Sig. |
|
|
Regression |
681,639 |
2 |
340,819 |
54,62 |
,000b |
|
1 |
Residual |
549,109 |
88 |
6,24 |
|
|
|
|
SUM |
1230,747 |
90 |
|
|
|
Source:
data processed by SPSS 2021
The
results showed that Fcount 54.620>
Ftabel 3.100 with sig 0.00 <0.05. From
these results, it can be concluded that the Islamic branding and brand
ambassador variables have a positive and significant effect simultaneously
(together) on purchase intention.
Based on
the R test2, it is known that the adjusted R value2 is 0.544 or 54%. This
indicates that purchase intention is influenced by 54% by Islamic branding and
brand ambassadors. This value indicates that the influence of the independent
variable is strong. While 46% of purchase intention is explained by other
variables
The test
results in the T test of this variable explain that Islamic branding has a
positive and significant effect on purchase intention on Tokopedia. Garg and
Joshi (2020) state, this is because halal branding is a very important
religious parameter measured before buying (Garg & Joshi, 2018). In
accordance with the theory put forward by Yusof and Jusoh
(2014) that individual attitudes towards Halal and haram are the principles of
Muslim society in consuming goods and services. The results of this study are
supported by Bukhari and Isa (2019) showing that Islamic branding can lead to
the formation of emotional attachments between Muslim consumers and respective
Islamic branding.
Purchase
intention on halal products at Tokopedia Salam indicates that transactions made
by Muslims tend to adjust their attitudes to religious rules in making
purchases (Newas et al., 2016). This marketing
strategy is certainly a stimulus in influencing consumer behavior to attract
interest in buying halal products (Azam, 2016). This concept is in accordance
with the middle theory of the grand theory of marketing communication used by
researchers, namely TRA. Islamic branding is used to communicate a brand as a
stimulus to influence buying interest (Rizkitysha and
Ananto, 2020). This application indicates a positive
and significant influence on purchase intention according to the results of
research conducted by Afriantiy and Agustina (2020)
on PT HNI HPAI Products in Bengkulu City.
The
results of data analysis in the T test (partial) show that brand ambassadors
have a positive and significant effect on purchase intention. These results are
in line with previous research; Respati and Widya (2017), Agung (2020), Pandika
et al (2021), who found that brand ambassadors have a positive and significant
effect on purchase intention.
Lea-Greenwood
(2012) states that brand ambassadors become representatives of a brand to
communicate it to the public in order to attract buying interest. Rossiter and
Percy (1997) state that one of the indicators that a brand ambassador must have
is his popularity and image. Tokopedia chose BTS and
BLACKPINK as brand ambassadors who can expand the sales target through their
reputation.
Through
the reputation of both idol groups, Tokopedia advertisements will attract more
attention from K-Pop. According to YuJin et al
(2018), K-Pop idol fans will buy goods advertised by their idols. YuJin et al's assumption is in
line with marketing communication theory (Kim & Lee, 2018). Garg
and Joshi (2020) explain that through TRA, brand ambassadors as a stimulus will
influence their fans' decisions to buy advertised products (Garg & Joshi, 2018).
The
positive and significant regression coefficient value means that the more
optimal Islamic branding and brand ambassadors are, the more purchase intention
increases on Tokopedia. Ferdinan (2002) (in Rif'adah, 2019) says that one of the benchmarks for a
person's interest level is the tendency to recommend what is liked to others so
that the person makes a purchase. The results showed that 97% were interested
in recommending Tokopedia so that other people were interested in buying on
Tokopedia on that recommendation. The results also show that buying interest in
Tokopedia is quite high by prioritizing Tokopedia to find products of interest.
This is in accordance with the theory of measuring buying interest by Ferdinan (2002) (in Rif'adah,
2019), that to measure the tendency of consumer buying interest, it can use
exploratory interest as support for the product of interest.
In
addition to the previously mentioned implications, the results of this study
also have several other implications: Islamic branding-based marketing
strategy: The findings of this study indicate that the application of the
Islamic branding concept can be an effective marketing strategy in increasing
purchase intentions on Tokopedia. The implication is that other e-commerce
companies may consider adopting a similar approach by incorporating Islamic
values in their branding strategy. This can help attract the attention and
build trust of consumers who have preferences and needs associated with Islamic
values.
The
important role of brand ambassadors: This study shows that brand ambassadors
have a significant influence on purchase intention on Tokopedia. The
implication is that e-commerce companies may consider collaborating with
celebrities or famous figures as their brand ambassadors to increase consumer
purchase intentions. Choosing brand ambassadors that fit the target market and
have high appeal can provide additional impetus in influencing consumer
purchasing decisions.
The
importance of using primary data: This study utilized primary data obtained
through the use of questionnaires and observations. The use of primary data
provides an advantage in collecting relevant and specific information for this
study. The implication is that future research in this domain may consider the
use of primary data to gain deeper insights into purchase intentions on
e-commerce platforms such as Tokopedia.
Awareness
of consumer preferences: The results of this study highlight the importance of
understanding consumer preferences and needs in developing marketing
strategies. In this context, e-commerce companies need to continuously monitor
consumer trends and behavioral patterns and align their branding and marketing
strategies with consumer wants and values. This will help them gain a
competitive advantage and increase consumer purchase intentions on their
e-commerce platforms.
Potential
for further research: The results of this study also provide a basis for
further research in this area. Further research could involve larger samples,
include other variations of e-commerce platforms, or involve other factors that
influence consumer purchase intentions. The implication is that future research
could provide a more comprehensive understanding of the factors that influence
purchase intentions in the e-commerce world and provide guidance for the
development of more effective marketing strategies.
In
addition to the previously mentioned implications, this research also produces
implications relevant to the role of business competition in the e-commerce
industry. The findings of this study indicate that Islamic branding strategies
and the use of brand ambassadors can be significant differentiation factors in
the context of business competition in the industry. In a competitive business
environment, e-commerce companies need to find ways to differentiate themselves
from their competitors. By implementing an Islamic branding concept that
reflects Islamic values and collaborating with highly popular brand
ambassadors, companies can build a strong image and attract the attention of
potential consumers. This can provide a competitive advantage that differentiates
them from their competitors and in turn, can increase consumer purchase
intentions.
The
results of this study emphasize the importance of a deep understanding of
consumer preferences and needs in developing effective business competition
strategies. E-commerce companies need to continuously monitor consumer behavior
trends and patterns, and pay attention to the preferences and values relevant
to their target market. With a good understanding of consumer wants and needs,
companies can develop marketing strategies that are more targeted and can
increase consumer purchase intentions. Fierce business competition encourages
companies to continue to innovate and adapt to changing consumer needs, so that
they can maintain their position in a highly competitive market.
The
implications of this study also provide a foundation for further research in
this area. Future research could involve other factors that influence consumer
purchase intention in the e-commerce industry, such as product quality, user
experience, or pricing strategy. In addition, further research could also
consider different contexts, for example, exploring the influence of Islamic
branding and brand ambassadors on other e-commerce platforms. By conducting
more in-depth and comprehensive research, e-commerce companies can gain better
insights to develop more effective and sustainable business competition
strategies in meeting consumer needs and facing increasingly fierce competition
in the e-commerce industry.
4. Conclusion
Based on the test results, it can be concluded that
the Islamic branding and brand ambassador variables partially and
simultaneously have a positive and significant effect on purchase intention on
the Tokopedia platform by 54%. This shows that the implementation of an Islamic
branding concept that reflects Islamic values and collaboration with brand
ambassadors can positively influence consumer purchase intention. However,
there are 46% other factors that influence consumer purchase intention that are
not explained in this study. In this context, for Tokopedia as an e-commerce
company that launched a halal platform, it is important for them to maintain
and improve services related to halal product filtration. This will give
consumers confidence that the products they buy are in accordance with Islamic
principles and values. In addition, Tokopedia also needs to consider providing
brand ambassadors for their services to increase consumer buying interest and
increase product sales. The existence of a well-known and attractive brand
ambassador can be an additional attraction for consumers in choosing Tokopedia
as their e-commerce platform. Finally, as a company that is directly related to
consumers, Tokopedia needs to maintain BTS and BLACKPINK as their brand ambassadors.
Their presence as the face associated with Tokopedia can attract consumer
attention and trust. Collaboration with popular brand ambassadors can help
expand market reach and improve Tokopedia's brand image among consumers. Thus,
Tokopedia can utilize the power of brand ambassadors to strengthen its position
in the competitive e-commerce market. Overall, the results of this study
provide a better understanding of the factors that influence purchase
intentions on the Tokopedia platform. The implications of this study show the
importance of Islamic branding implementation and the use of brand ambassadors
in the context of business competition in the e-commerce industry. Tokopedia as
an e-commerce company can use these findings to optimize marketing strategies
and increase their competitive advantage. In addition, this research also
provides a foundation for future studies in exploring other factors that
influence consumer purchase intentions and the influence of Islamic branding
and brand ambassadors in the e-commerce industry more comprehensively.
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