KONTRIBUSI ENDORSEMENT DAN INFLUENCER SELEBRITI TERHADAP PENDAPATAN INDUSTRI FITNESS DI ERA DIGITAL: KONTRIBUSI ENDORSEMENT DAN INFLUENCER SELEBRITI TERHADAP PENDAPATAN INDUSTRI FITNESS DI ERA DIGITAL

Muhammad Syaleh; Sucihatiningsih Dian Wisika Prajanti; Dixon E. M. Taek Bete; Aristiyanto Aristiyanto; Guntur Rati Prestifa; Ferdi Eko Setiawan; Dwi Septi Anjas Wulan

doi:10.29408/porkes.v8i3.32433

Authors

Muhammad Syaleh Sekolah Tinggi Olahraga dan Kesehatan Bina Guna
Sucihatiningsih Dian Wisika Prajanti Universitas Negeri Semarang
Dixon E. M. Taek Bete Universitas Persatuan Guru 1945 NTT
Aristiyanto Aristiyanto Universitas Ngudi Waluyo
Guntur Rati Prestifa Universitas Ngudi Waluyo
Ferdi Eko Setiawan Universitas Ngudi Waluyo
Dwi Septi Anjas Wulan Universitas Negeri Medan

DOI:

https://doi.org/10.29408/porkes.v8i3.32433

Keywords:

Celebrity endorsements; influencer marketing; fitness industry; digital marketing; social media

Abstract

The development of the fitness industry in the digital era requires effective marketing strategies, one of which is through celebrity and influencer endorsements. However, the effectiveness of this strategy in the Indonesian context, particularly in terms of its contribution to revenue growth, has not been comprehensively researched. This study aims to analyze the effect of celebrity endorsements and influencer marketing on the revenue of the fitness industry and to identify the factors that determine their effectiveness. The method used is quantitative with an explanatory research design. Primary data was collected through an online survey of 450 respondents in major cities in Indonesia, supported by secondary data from the financial reports of 15 fitness companies. Data analysis used Structural Equation Modeling (SEM) and multiple regression. The results show that celebrity endorsements and influencer marketing significantly increase revenue by 34.7%, with influencer credibility, brand-endorser fit, and content quality as the main determinants. It is concluded that digital marketing strategies based on authenticity, expertise, and active engagement are effective in building consumer trust and increasing the revenue of the fitness industry in Indonesia.

References

Carter, B., Saron, H., Siner, S., Preston, J., Peak, M., Mehta, F., ... & Carrol, E. D. (2022). Health Professionals’ Initial Experiences and Perceptions of the Acceptability of a Whole-Hospital, Pro-Active Electronic Paediatric Early Warning System (the DETECT study): a Qualitative Interview Study. BMC Pediatrics, 22(1), 365. https://link.springer.com/article/10.1186/s12887-022-03411-1

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005

Chekhovska, L. (2017). Fitness industry: state and prospects of development in the countries of the world. Slobozhanskyi herald of science and sport, (2 (58)), 19-24. https://journals.uran.ua/sport_herald/article/view/104259

Djafarova, E., & Rushworth, C. (2017). Exploring the Credibility of Online Celebrities' Instagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the Social Media Influencers? A Study of Public Perceptions of personality. Public Relations Review, 37(1), 90-92. https://doi.org/10.1016/j.pubrev.2010.11.001

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning. https://digitalcommons.kennesaw.edu/facpubs/2925/

Hassanah, A. U., & Fitri, T. S. S. (2024). Pengaruh Lifestyle, Rating Brand, dan Review Beauty Influencer Terhadap Keputusan Pembelian Skincare. Jurnal Media Akademik (JMA), 2(12). https://jurnal.mediaakademik.com/index.php/jma/article/view/1397

Influencer Marketing Hub. (2023). The State of Influencer Marketing 2023: Benchmark Report. Retrieved From https://influencermarketinghub.com/influencer-marketing-benchmark-report/

Jin, S. V., & Ryu, E. (2020). Instagram Fashionistas, Luxury Visual Image Strategies and Vanity. Journal of Product & Brand Management, 29(3), 355-368. https://doi.org/10.1108/JPBM-08-2018-1987

Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.1177/002224296102500611

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

McCormick, K. (2016). Celebrity Endorsements: Influence of a Product-Endorser Match on Millennials Attitudes and Purchase Intentions. Journal of Retailing and Consumer Services, 32, 39-45. https://doi.org/10.1016/j.jretconser.2016.05.012

Nopita, D., Mardhiyyah, R., Checar, E. Y., & Lestari, D. I. (2024). Pengaruh Endorsement Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand Yu Marni. Jurnal Bisnis Terapan, 8(1), 82-89. https://journal.ubaya.ac.id/index.php/JIBT/article/view/6002

Ohanian, R. (1990). Construction and Validation of a Scale to Measure celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.

Pilgrim, K., & Bohnet-Joschko, S. (2019). Selling Health and Happiness: How Influencers Communicate on Instagram About Dieting and Exercise: Mixed Methods Research. BMC Public Health, 19(1), 1054. https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-019-7387-8

Santini, F. D. O., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer Engagement in Social Media: A Framework and Meta-Analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228. https://link.springer.com/article/10.1007/s11747-020-00731-5

Sari, M. P., & Prasetyo, H. (2023). Indonesian fitness industry growth: Market analysis and consumer trends. International Journal of Sports Marketing, 24(2), 156-171.

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898

Thompson, W. R., Gordon, N. F., & Pescatello, L. S. (2023). ACSM's Guidelines for Exercise Testing and Prescription (11th ed.). Wolters Kluwer.

Windarsari, W. R. (2025). Strategi Micro-Influencer Untuk Produk Lokal: Peran Brand Trust dan Segmentasi Generasi Z-Milenial. Jurnal Manajemen dan Kewirausahaan (JUMAWA), 2(3), 129-136. https://abadiinstitute.org/index.php/JUMAWA/article/view/338

Yusran, H. L., Khotijah, N., Judijanto, L., Apriyanto, A., Kushariyadi, K., Hidayah, N., ... & Kusumastuti, S. Y. (2025). Perilaku Konsumen:: Membangun Strategi Pemasaran. PT. Sonpedia Publishing Indonesia.

Kontribusi Endorsement dan Influencer Selebriti Terhadap Pendapatan Industri Fitness di Era Digital