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THE EFFECT OF CELEBRITY ENDORSER,
CONVENIENCE ON ACTUAL USE THROUGH
INTENTIONS ON TIKTOK APPLICATION USERS
Marsuki
1
, Syarifah Hudayah
2
, Saida Zainurossalamia
3
Faculty of Economics and Business Mulawarman University, Indonesia
msuki21@yahoo.co.id
1
, syarifah.hudayah@feb.unmul.ac.id
2
, saida.zainurossalamia.za@feb.unmul.ac.id
3
KEYWORDS
Celebrity Endorser,
Actual, Tiktok
ABSTRACT
The purpose of this study is to analyze and prove the influence of
celebrity endorsers, convenience on actual use through intentions on
tiktok application users in the city of Tenggarong. This study used
120 respondents and this study used a survey method with a sample
in the city of Tenggarong with the Accidental Sampling Method
sampling technique. Respondents were only interviewed once when
they met. Data from the respondents were then tabulated and tested
using statistical methods. Data were collected using a questionnaire
research tool. Based on the results of the analysis and discussion, it
can be concluded that convenience has a significant effect on the
behavior of interest in Tiktok application users in the city of
Tenggarong. So the first hypothesis is proven. Celebrity endorsers
have a significant effect on the behavior of interest in Tiktok
application users in the city of Tenggarong. So the second
hypothesis is proven. Convenience has no significant effect on the
actual use of Tiktok application users in the city of Tenggarong. So
the third hypothesis is not proven. Celebrity endorsers have no
significant effect on the actual use of Tiktok application users in the
city of Tenggarong. So the fourth hypothesis is not proven. Interest
behavior has a significant effect on the actual usage of Tiktok
application users in the city of Tenggarong. So the fifth hypothesis is
proven.
INTRODUCTION
In the era of globalization and technological progress with the 4.0 revolution era, this
globalization flow is even unstoppable entering Indonesia. Small Things from Advances in
Technology also indicate that it is easier for everyone to share messages or their activities,
there are many media that support convenience in the era of globalization, such as Indonesia,
especially the use of Social Media, which is quite large as a country that is still developing
(Adhiputra, 2015).
Social media has even become a secondary need for Indonesian citizens, even in East
Kalimantan, it is not left behind in enlivening the use of social media. With the ease of social
media features, they are not even used only to share messages and daily activities, even
starting to switch to entering the business world through social media, a seller no longer
Volume 3, Number 10, August 2022
e-ISSN: 2797-6068 and p-ISSN: 2777-0915
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needs to use the store or spend more for advertising costs such as the convenience provided
(Rosmalasari, Lestari, Dewantoro, & Russel, 2020).
The Indonesian Web Service Providers Association (APJII) expects the government
through the Ministry of Communication and Information of the Republic of Indonesia to
provide more support for the web industry through regulations that are conducive to
industrial growth in 2021. Moreover, last year the Indonesian web industry was quite
slumped due to the Covid-19 pandemic. January 2021, internet users in Indonesia were
202.35 million users or 76.8% (Gold, 2011).
TikTok is one of the largest social media platforms in the world, and its user base is
still growing. This is why so many people are still addicted to TikTok and why they are not
going to stop using it anytime soon (Burton, Lichtenstein, Netemeyer, & Garretson, 1998).
The biggest reason why so many teens, and people of all ages, are still addicted to TikTok is
the app's content discovery feed, better known as the “For You” or FYP page. This page acts
as the main timeline for the app and is how people discover new content. TikTok is powered
by a unique algorithm that uses AI and machine learning to populate the FYP with the most
optimized content to serve to specific users (Chaffey, Edmundson-Bird, & Hemphill, 2019).
Source: Liputan6
Figure 1.1
Top Apps Worldwide 2020
To determine your interests, the app carefully tracks which types of videos you
interact with the most. For example, if you like, comment on, or share clips centered on the
outdoors, you'll see more videos about the outdoors in your feed. The algorithm also
establishes relationships based on different videos interacting with the same user. This is
similar to Amazon's "frequently bought together" section which makes suggestions based on
the products purchased (Salim & Bachri, 2014).
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Hedonic Behavior and Show Off on Tik tok social media is mostly done so that young
people get recognition from others. Recognition from others is shown through three signs,
namely likes, followers, and comments about uploaded photos. When young people get
positive appreciation from other users through uploaded photos, it causes feelings of being
recognized and more confident. Getting likes or positive comments is a matter of pride for
young people who want to show their existence in the virtual world. To get positive
appreciation from others, young people then make efforts to manipulate the image. Self-
manipulation that is done on Tik Tok is by editing a person's visual image through photos.
The way young people edit photos is in the form of background manipulation, physical
manipulation by whitening the skin or applying filters to the face, manipulating certain brand
products, and manipulating location tags. among them. The behavior of young people who
like to show off on social media, especially Tik Tok, has in fact become a new phenomenon
that has emerged as a result of modernization (Davis, 1985).
Modernization shown by technological sophistication has resulted in a person being
able to have relationships in the virtual world, even though they do not have physical contact.
Young people are the targets of the modernization process. It is this media that then turns real
reality into a virtual reality full of manipulation. Young people who are afraid of being
considered out of date finally try to manipulate their identity by showing off in the virtual
world. Then modernity appears as a fake. Modernization forces young people to become
individuals who always follow developments. The age can be said to exist. Modernity has
changed and questioned a person's true identity. Young people are very open when showing
their identity on social media. This self-disclosure is based on their desire to exist by
uploading and showing off the activities they are doing (Dickinger, Arami, & Meyer, 2008).
The behavior of young people has turned into a lifestyle. Lifestyle cannot be separated
from modernity that has shaped culture, which is then constructed by young people. This
study observes modernity in the sophistication of social media Tik Tok which is used by
young people as a forum to form a manipulative self-image in virtual reality (Dlodlo, 2015).
At the beginning of its appearance, Tik Tok was intended for smartphone, Apple, and
Iphone users. In the initial design, later every user who uploads photos, can get comments
and likes from other users. In addition, every photo or video uploaded to tik tok can also be
connected to facebook, twitter, and foursquare. Besides being able to upload personal photos,
we can also look at photos of our followers or following on tik tok (Fishbein & Ajzen, 1977).
Among students, tik tok is now a must-have application, because if you don't have it,
you'll be called a coup. In addition, this tik tok application can also relieve a little boredom
when you are tired of studying.”
Not just a place to upload photos and videos. Various forms of business can be
developed through this application. Usually, online shops use Tik Tok to promote their
products. Merchants will take photos of their products and upload them to tik tok. Of course
along with the product description including the price. Of course, this method is very helpful
for traders because the product will be seen by Tik Tok users from anywhere in the world and
up to the upper to lower class level. In addition, the Tik tok application is also able to give
birth to tik tok celebrities or what is often referred to as selebgram. Many Tik tok users
suddenly become celebrities because of their unique photos or videos. In addition, thousands
of followers will also make the user famous. Although it has various positive impacts, this tik
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tok application can also have a negative impact on its users. Users will feel addicted when
playing this application (Friedman, 1979).
Like now, when they want to do something like eating, users will take a photo of the
food and then upload a photo of the food to tik tok followed by a caption from the user. it's
during empty hours just to relieve boredom, rather than interacting with the people around
him, this phenomenon is what we often see in the people around us. The tendency to always
appear on social media, namely Tik Tok, makes people today, especially teenagers, addicted
to continuously uploading their photos and showing their activities to other Tik Tok users and
then hoping to get the most likes for everything they do, they will feel acceptable in the social
environment without the need to interact directly. The desire to continue to search for identity
and exist in the social environment, makes the Tik Tok application one of the most popular
applications and is considered the most powerful as a means of self-existence. Not only
millennial generation users, even generation X also participates in enlivening the use of social
media. Tik tok. It could even be more active than users in the Millennial generation. Tik tok
Social Media does not always have a bad impact but also has a positive impact that makes
users feel dependent on the benefits when using Tik tok social media (Al-Gahtani & King,
1999).
According to behavioral theory, especially consumer behavior that a person or
consumer will decide to buy, use or choose (decision) a product or service does not depend
on how the interest (intention) of the consumer itself. In this study, predictive variables or
variables that shape or influence decisions to use (Actual use) and behavioral interest
(Behavior Intention) are Celebrity Endorser and Enjoyment which are used as exogenous
variables that either directly affect the endogenous variable Actual use or affect the
intervening behavior intervention variable. . The two variables are considered to have an
influence on the attitudes and behavioral interests of tik tok users. There is still a gap between
researchers in the marketing field regarding the relationship between Celebrity endorser and
Enjoyment variables on actual use (attitude when choosing, buying attitude, attitude to use or
attitude when visiting). The research results are still diverse, which encourages researchers to
conduct research with different objects, namely the application of the Technology Accepted
Model (TAM), because research with the object of products, services, online shopping,
electronic money, tourism, mobile banking has been widely studied. The next phenomenon is
that researchers still find research results published in international journals about Celebrity
endorser and Enjoyment variables on Behavior Intention which in conclusion the research
results are still diverse. There are some whose research results have proven to have a
significant effect on intention and there are also those whose research results are not
significant and on actual use (Van der Heijden, 2004).
From the explanation above, to find out the influence of leadership, organizational
culture, and leadership on satisfaction, it can be done through research with the title Analysis
of the influence of Celebrity Endorsement, Enjoyment on Actual use through Behavior
Intention to Tiktok application users in the city of Tenggarong.
METHOD RESEARCH
This study uses a quantitative research approach. The quantitative approach aims to test
theories, build facts, show relationships between variables, provide statistical descriptions,
estimate and predict the desired results. This study consists of 4 variables, namely the
independent variable (X), namely Enjoyment and celebrity endorser and Enjoyment. the
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dependent variable (Y) is Behavior Intention and Actual use of Tiktok application users in the
city of Tenggarong. The population used in this study were all users of the tiktok application
with the number of samples selected for this study were 120 respondents. In this study the
authors used two sources of data, namely primary data and secondary data. The data
collection technique that will be carried out in this study is to distribute a list of questions in
the form of statements, or questionnaires in writing or online with closed answers. The data
analysis technique in this study is in the form of descriptive analysis, which is a technique to
express and explain the opinions of respondents based on answers from research instruments
that have been proposed by researchers. From the data that has been collected, then a
descriptive data analysis is carried out, namely by describing objectively and systematically
the situation in the field.
RESULTS AND DISCUSSION
A. RESULT
1. Research Instruments Validity and Reliability Test Results
In this study there is a validity test and reliability test for the instrument on each item
in this study which aims to test and find out whether the answers from respondents in this
study are valid or the questions on the questionnaire can be understood by respondents, and
reliable or respondents' answers can be said to be consistent. Items from research instruments
according to Sugiyono (2012) can be declared valid if the Pearson Correlation value on each
item has a value greater than or equal to 0.30. And also the instrument in a study can be
declared reliable or has a consistent answer if the value of Cronbach's Alpha on each item is
greater than or equal to 0.60. The results of testing the validity and reliability of the research
instrument in this study used the SPSS (Statistical Package for the Social Sciences) software
version 23. The following table contains a summary of the results of the validity and
reliability test of the instrument on each item used in this study.
Table 1.1 Validity and Reliability Test
Variable
Code
Correlation
coefficient
Note.
Reliability
X 1
Convenience
X 1 .1
0 .707
Valid
0.770
( Reliable ) _
X 1.2 _
0.697 _
Valid
X1.3
0.693
Valid
X2
Social Media
X2 .1
0.815 _
Valid
0.801
( Reliable ) _
X2 .2
0.794 _
Valid
X2.3
0.624
Valid
Y1
Vote Intention
Y1.1
0.841 _
Valid
0.832
( Reliable )
Y1.2
0.825 _
Valid
Y1.3
0.780 _
Valid
Y2
Voter's Behavior Decision
Y2.1
0.412 _
Valid
0.6 30
(Reliable)
Y2.2
0.5 39
Valid
Y2.3
0.507 _
Valid
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Source: Created by Researchers 2022
Based on the table, it states that the convenience variable (X1) which has 3 indicators
using SPSS statistical software shows that the results of each instrument item are declared
valid because each item has a Pearson Correlation value of more than 0.30 and is declared
reliable because the Croanbach Alpha value is more than 0. ,60.
The celebrity endorser variable (X2) which has 3 indicators using SPSS statistical
software shows that the results of each instrument item are declared valid because each item
has a Pearson Correlation value of more than 0.30 and is declared reliable because the
Croanbach Alpha value is more than 0.60. . then this instrument can be used
Interest behavior variable (Y1) which has 3 indicators using SPSS statistical software
shows that each instrument item is declared valid because each item has a Pearson correlation
value of more than 0.30 and is declared reliable because the Cronbach alpha value is more
than 0.60
Finally, the actual usage variable (Y2) which has 3 indicators using SPSS statistical
software shows that the results of each instrument item are declared valid because each item
has a Pearson Correlation value of more than 0.30 and is declared reliable because the
Croanbach Alpha value is more than 0, 60.
2. Hypothesis Testing Results
This result aims to find out whether a hypothesis made in this study can be proven or
not, then the data that has been collected in accordance with the number of samples that have
been determined is then carried out a statistical test with the help of AMOS software version
23. The hypothesis is declared proven if the Probability value is more is less than 0.050 or the
Critical Ratio value is greater than 1.96. The results of hypothesis testing can be seen in the
following table:
After conducting data analysis and hypothesis testing using the SEM analysis tool
with the help of AMOS software version 23.
Table 1.2 Hypothesis testing results
Variable
Standardize
Path
Coefficient
CR
(Critical
Ratio)
Probability
Information
Convenience to
Interest Behavior
0.136 _
5,221
***
Significant
Celebrity
endorser of
Interest Behavior
0.19 _
2,468
0.014
Significant
Convenience to
actual use
0.248 _
0.248
0.716
Not Significant
Celebrity
endorser against
actual Use
0.160 _
-1,439
0.150
Not Significant
Convenience to
Interest Behavior
0.315 _
4.043
***
Significant
Source: Data Processed by Researchers 2022
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a. Hypothesis Testing 1 (One)
Based on the results of the first hypothesis test which states that it is suspected
that the comfort variable has a significant effect on the interest behavior variable which
shows the Critical Ratio (CR) value of 5.221 with a probability number of *** below
0.05. This value meets the requirements for the acceptance of the first hypothesis, it can
be stated that the hypothesis is proven.
b. Hypothesis Testing 2 (two)
Based on the results of the second hypothesis test which states that it is
suspected that the celebrity endorser variable has a significant effect on the interest
behavior variable which shows the Critical Ratio (CR) value of 2.468 with a probability
number of 0.014 below 0.05. This value meets the requirements for the acceptance of the
second hypothesis, it can be stated that the hypothesis is proven.
c. Hypothesis Testing 3 (Three)
Based on the results of the third hypothesis test which states that it is
suspected that the convenience variable has no significant effect on the actual use variable
which shows the Critical Ratio (CR) value of 0.364 with a probability number of 0.716
above 0.05. This value does not meet the requirements for the acceptance of the third
hypothesis, it can be stated that the hypothesis is not proven.
d. Hypothesis Testing 4 (four)
Based on the results of the fourth hypothesis test which states that it is
suspected that the celebrity endorser variable has no significant effect on the actual use
variable which shows the Critical Ratio (CR) value of -1.439 with a probability number
of 0.150 above 0.05. This value does not meet the requirements for the acceptance of the
fourth hypothesis, it can be stated that the hypothesis is not proven.
e. Hypothesis Testing 5 (five)
Based on the results of the fifth hypothesis test which states that it is suspected
that the interest behavior variable has a significant effect on the actual use variable which
shows the Critical Ratio (CR) value of 4.043 with a probability number of ***, this value
meets the requirements for the acceptance of the fifth hypothesis, then the hypothesis can
be stated it is proven.
3. Model Fit Test Results
In this stage, testing is carried out on the suitability of the model through a study of
various goodness of fit criteria. Several conformity indices and their cut off values are used to
test whether a model can be accepted or rejected.
Viewed from the table shows that the results of the goodness of fit index test that meet
the cut of value are Chi-square, Significancy Probability, RMSEA, CMIN/DF, TLI, and CFI
with the values listed in the table, the research model in this study can be stated fit and
several tests produce results close to fit or marginal fit.
Table 1.3 Test Results of the Goodness of Fit Index Overall Model
Goodness of Fit index
Cut of Value
Model Results
Information
C hi-square
Small
94.666
Marginal Fit
Significancy Probability
0.05
0.0
Unwell
RMR
0.10
0.072
Fit
RMSE A
0.08
0.08
Fit
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GFI
0.90
0.89
Marginal Fit
AGFI
0.90
0.83
Marginal Fit
CMIN/ DF
1.00- 2.00
1,932
Fit
TLI
0.95
0.87
Marginal Fit
CFI
0.95
0.90
Marginal Fit
Source: Data has been processed by researchers, 2022
4. Loading Factor
The value or score of the loading factor is the weight of each indicator or item as a
measure of each variable studied in this study. An indicator that has a loading factor with a
large value is the strongest variable measuring indicator. The following is an explanation of
the loading factor of each research variable:
a. Convenience Variable Loading Factor (X1)
The results of confirmatory factor analysis on indicators or items from the
Comfort variable (X1) which has 3 indicators The weight or value of the loading factor of
each indicator can be seen in the following table:
Table 1.4 Loading Factor Comfort variable (X1)
Indicator
Standardize Loading Factor
Information
X1.1
0.744
Strongest
X1.2
0.564
X1.3
0.723
Source: Data has been processed by researchers, 2022
So it can be stated that of all the indicators of comfort (X1) used in this study, the
most influential is the indicator X1.1 with a value or weight of a loading factor of 0.744.
b. Loading Factor Celebrity endorser variable (X2)
The results of the confirmatory factor analysis on indicators or items from the
celebrity endorser variable (X2) which has 3 indicators
Table 1.5 Loading Factor Variable celebrity endorser (X2)
Indicator
Standardize Loading Factor
Information
X2.1
0.508
X2.2
0.748
Strongest
X2.3
0.725
Source: Data has been processed by researchers, 2022
So it can be stated that of all the celebrity endorser indicators (X2) used in this
study the most influential is the X2.2 indicator with a loading factor value or weight of
0.748.
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c. Loading Factor Interest Behavior Variable (Y1)
The results of the confirmatory factor analysis on indicators or items of interest
behavior variable (Y1) which are 3 indicators
Table 1.6 Loading Factor Interest behavior variable (Y1)
Indicator
Standardize Loading Factor
Information
Y1.1
0.668
Y1.2
0.723
Y1.3
0.769
Strongest
Source: Data has been processed by researchers, 2022
So it can be stated that of all the behavioral indicators of interest (Y1) used in this
study, the most influential is the Y1.3 indicator with a value or weight of a loading factor
of 0.769.
d. Loading Factor Actual usage variable (Y2)
The results of the confirmatory factor analysis on indicators or items from the
actual use variable (Y2) which are 3 indicators
Table 1.7 Loading Factor of Actual Usage Variable (Y2)
Indicator
Standardize Loading Factor
Information
Y2.1
0.352
Y2.2
0.486
Y2.3
0.748
Strongest
Source: Data has been processed by researchers, 2022
So it can be stated that of all indicators of actual use (Y2) used in this study, the
most influential is the Y2.3 indicator with a value or weight of a loading factor of 0.748.
5. The description of Confirmatory Equations and Structural Equations
As stated in chapter four in point 4.9 of the data analysis technique section,
confirmatory equations and structural equations are translations of the model used in this
study, confirmatory equations translate about the relationship of variables to the indicators
used as a measuring tool for the variables used in this study. , while the structural equation is
a translation of the path or path of the relationship between the variables used in this study.
The following are the results of the equations obtained after performing statistical tests with
the help of AMOS software
B. DISCUSSION
1. The influence of comfort on the behavior of interest
The results of the analysis show that there is a significant relationship between
comfort and interest behavior. This is evidenced by the convenience which shows the Critical
Ratio (CR) value of 5.221 with a probability number of *** less than 0.05 with the highest
indicator or the dominant one in the comfort variable being the X1.1 indicator with a value of
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0.744. which means that the fun of using the tiktok application as something fun or personal
fun and has become one of the dominant reasons for the high level of users to download the
tiktok application, so the application needs to maintain the user's level of comfort so that
interest behavior is maintained. then the X1.3 indicator with a value of 0.723, and the lowest
indicator is the X1.2 indicator with a value of 0.564 which means that the enjoyment felt by
users is not the dominant reason for Tiktok application users to commit. The results of this
study are in line with or confirm the opinion expressed by (Hansudoh, 2012) the level of
satisfaction felt by consumers while buying online on certain websites, is limited to the
ability to make happy, not including the results to be obtained). According to (Yadnya &
Santika, 2017) states that contrary to the expectations of most of the experience, it is
measured as the perceived balance between skill experience and challenge is above the
individual's average, it occurs when the individual is at work rather than at leisure. .
This is because the level of satisfaction felt by consumers while buying online on
certain websites, is limited to the ability to make happy, not including the results to be
obtained (X1.1), which is contrary to the expectations of most of the experience, it is
measured as perceived about the balance between skill experience and challenge was above
the individual average (X1.2) which resulted in pleasure appearing as a driving force to
generate interest in using the application. Previous research stated that comfort has a positive
and significant influence on interest behavior, the previous research was conducted by Made
Ayu Swari & I Made Wardana 2018, Megan Natasya Chandra 2019, Rahmi 2016.
2. Celebrity endorser of interest behavior
The results of the analysis show that there is a significant relationship between
celebrity endorsers and interest behavior. This is evidenced by Celebrity endorsers who show
a Critical Ratio (CR) value of 2.468 with a probability number of 0.014 with the highest
indicator or dominating the celebrity endorser variable is the X2.2 indicator with a value of
0.748 which means that celebrity attractiveness affects Tiktok application users as something
interesting and has become one of the dominant reasons for the high level of users to
download the Tiktok application, so the application needs to display attractive celebrity
endorsers so that the behavior of user interest increases. then the X2.3 indicator with a value
of 0.725, and the lowest indicator is the X2.1 indicator with a value of 0.508 which means
that the credibility of a celebrity is not the dominant reason for Tiktok application users to
generate deeper trust in the application.
The results of this study are in line with or confirm the opinion expressed by
Hansudoh (2012 .p,109), the use of celebrity endorser communicators who have certain
characteristics can affect positive consumer attitudes or responses to the product. According
to Shimp, (2014: 459), endorsers are ad supporters or also known as advertising stars to
support a product. According to Belch (2009:178), defines endorser as a supporter of
advertisements that are displayed to convey messages. Endorser is often also referred to as a
direct source, namely a speaker who delivers a message and or demonstrates a product or
service. In addition, an endorser is also defined as a person who is chosen to represent the
image of a product (product image), because usually community leaders have prominent
characters and strong appeals.
This is because celebrities can attract the attention of users to use the tiktok
application (X2.2), as opposed to being famous people to represent a brand can get a higher
level of attractiveness, not necessarily increase trust, and remember when comparing with
other brands. models that are not known to the user (X2.1) that result in celebrity
attractiveness appear as a driving force to generate interest in using the application.
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Previous research stated that celebrity endorsers have a positive and significant influence on
interest behavior, the previous research was conducted by Darmansyah 2011, Mirza Dwi
Darmawan & Sri Setyo Iriani 2021.
3. The effect of convenience on actual use
The results of the analysis do not show a significant relationship between comfort and
actual use. This is evidenced by the convenience of having a Critical Ratio (CR) value not
greater than 1.96, namely 0.248 and a probability value of 0.716 greater than 0.05 with the
highest indicator or the dominating variable in the comfort variable being the X1.1 indicator
with a value of 0.744. then the X1.3 indicator with a value of 0.723, and the lowest indicator
is the X1.2 indicator with a value of 0.564.
The results of this study are not in line with or do not confirm the opinion expressed
(Wibowo, 2016: 3) Actual System Usage is a real condition of using the system. In the
context of the use of information technology systems, behavior is conceptualized in actual
use, which is a form of measurement of the frequency and duration of technology use. In
other words, actual system use is measured as the amount of time used to interact with a
technology and the frequency with which it is used. Someone will be satisfied using the
system if they believe that the system is easy to use and will increase their productivity,
which is reflected in the real conditions of use.
This can be seen from Exciting Respondents' responses that using tiktok is something
cool (X1.2) referring to a number of goals from someone who feels fun when using the tiktok
application. Self-regulation includes traits that describe the tendency to frequently use the
tiktok application. So that in using the application you can use it in a long frequency.
Continuous (X1.1) is a continuation of the use of the tiktok application, a personality
dimension that describes someone who is happy and always uses the tiktok application. This
makes the convenience of being able to increase the desire to continue using the TikTok
application.
This is in accordance with Megan Natasya Chandra 2019 showing that convenience
has a significant effect on actual use, while research conducted by Rahmi 2016 states that
convenience has an insignificant effect on actual use.
4. Celebrity endorser against actual Use
The results of the analysis show that there is an insignificant relationship between
celebrity endorsers and actual users. This is evidenced by the celebrity endorser having a
Critical Ratio (CR) value not greater than 1.96, namely -1.439 and a p value of 0.150 greater
than 0.05 with the highest indicator or the dominating variable on the celebrity endorser
variable is the X2.2 indicator with a value of 0.748, then the indicator X2.3 with a value of
0.725, and the lowest indicator is the X2.1 indicator with a value of 0.508.
The results of this study are not in line with the opinion expressed by Hansudoh (2012
.p,109), the use of celebrity endorser communicators who have certain characteristics can
affect positive consumer attitudes or responses to the product. According to Shimp, (2014:
459), endorsers are ad supporters or also known as advertising stars to support a product.
According to Belch (2009:178), defines endorser as a supporter of advertisements that are
displayed to convey messages. Endorser is often also referred to as a direct source, namely a
speaker who delivers a message and or demonstrates a product or service. In addition, an
endorser is also defined as a person who is chosen to represent the image of a product
(product image), because usually community leaders have prominent characters and strong
appeals.
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This is seen from Attractive (X2.2) refers to a number of goals of a person who
focuses attention. That the attractiveness of celebrities affects in using the tiktok application.
Credibility (X1.1) is someone who has a famous image that can affect the trust of users of the
tiktok application. This makes celebrity endorsers able to increase user confidence to use the
TikTok application.
This research is supported by research conducted by Darmansyah. (2011), Mirza Dwi
Darmawan & Sri Setyo Iriani (2021), show that celebrity endorsers have no significant effect
on actual users.
5. Influence of interest behavior on actual use
The results of the analysis show that there is a significant relationship between the
behavior of interest in actual users. This is evidenced by the behavior of interest having a
Critical Ratio (CR) value greater than 1.96, namely 4.043 and p value *** less than 0.05 with
the highest indicator or dominating the organizational commitment variable. Y1.3 with a
value of 0.769. Next is the Y1.2 indicator with a value of 0.723, and the lowest indicator is
the Y1.1 indicator with a value of 0.668.
The results of this study are in line with or confirm the opinion expressed by Dlodlo,
(2015) Intention to reuse is the intention to behave in using the same product twice or more.
In application usage, the interest to reuse applications is considered a major component of
application loyalty. Consumer behavior to reuse an application shows that the quality of the
application is strong enough to make consumers use it again. Intention to Reuse is usually
used to measure the actions or intentions that a person might take with the aim of predicting
the possibility that someone will decide to continue or not use a system in the future.
This is because of the great desire of consumers to use the tiktok application (Y1.3).
And user considerations for using the tiktok application under any conditions (Y1.1) so that
consumers want to use the tiktok application because they get personal pleasure but still
consider whether to use it in the long term or as often as possible.
Previous research stated that interest behavior has a positive and significant influence on
actual use, the previous research was conducted by Jufry Heryanta (2019).
CONCLUSION
Based on the results of the analysis and discussion, it can be concluded that convenience
has a significant effect on the behavior of interest in Tiktok application users in the city of
Tenggarong. So the higher the convenience, the higher the interest of Tiktok application
users. Celebrity endorsers have a significant effect on the behavior of interest in Tiktok
application users in the city of Tenggarong. So the higher the celebrity endorser, the higher
the interest of Tiktok application users. Convenience has no significant effect on the actual
use of Tiktok application users in the city of Tenggarong. So the level of comfort has no
effect on the number of users of the Tiktok application. Celebrity endorsers have no
significant effect on the actual use of Tiktok application users in the city of Tenggarong. So
celebrity endorsers do not affect the actual use of Tiktok application users. Interest behavior
has a significant effect on the actual use of Tiktok application users in the city of
Tenggarong. So the higher the interest, the higher the actual use of Tiktok application users.
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Marsuki, Syarifah Hudayah, Saida Zainurossalamia ( 2022 )
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Devotion - Journal of Research and Community Service
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