Pengaruh Celebrity Endorser, Electronic Word of Mouth, dan Harga Terhadap Keputusan Pembelian (Studi pada Konsumen Koesmetik Wardah di Kota Semarang) (original) (raw)
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INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 2021
Banyaknya produk kosmetik yang beredar di pasar berdampak pada meningkatnya persaingan antar industri kosmetik di Indonesia. Oleh karena itu, para perusahaan bersaing agar dapat menguasai pangsa pasarnya dan mengembangkan strategi pemasaran untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser dan brand image terhadap keputusan pembelian produk kosmetik Wardah di kalangan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 175 responden sebagai sampel. Populasi dalam penelitian ini yaitu mahasiswa aktif Fakultas Ekonomi Universitas Tidar. Pengambilan sampel dilakukan berdasarkan metode purposive sampling dengan menetapkan jumlah sampel 10% dari total populasi. Data primer yang telah terkumpul dianalisis menggunakan analisis regresi linier berganda dengan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial dan simultan celebrity endorser dan brand imag...
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In obtaining information about a product, the consumer is no longer limited to the information from the manufacturer. The Information of the product can be obtained from other consumers personally as known as word of mouth. Along with the development of internet technology, word of mouth communication is not only done in a personal but it can be done with a broader range called electronic word of mouth. The concept of electronic word of mouth in the form of an opinion regarding a product or company that expressed by actual consumer via social media that can be either positive or negative reviews, so it can affect the prospective consumers glance towards the brand image and its impact on purchase intention of product. This study aims to determine the effect of electronic word of mouth on the brand image and purchase intention, especially wardah cosmetics products that are currently reviewed by social media. This research used purposive sampling technique which is included in non-prob...
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This was a quantitative research aiming to find out the effect of every variable studied namely advertisement on television, brand equity, attraction of celebrity endorser towards the decision of buying Wardah cosmetic product. The sampling technique used in this research was non probability technique in a form of purposive sampling method that determines samples based on certain criteria. The population of this research was all students in University of Muhammadiyah Purwokerto, and the samples of this research involved 125 respondents. The methods of data analysis used in were validity test, reliability test, classic assumption test, multiple regressions analysis, coeffiecient of determination, and hypothesis test. The result of analysis showed that advertisement on television partially affected positively towards the decision of buying, and the hypotesis was accepted with tobtained 3,582 > ttable 1,979, equity affected positively towards the decision of buying, and the hypothes...
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ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Purchase decision pada pelanggan Tokopedia. Jenis penelitian ini adalah kuantitatif dan menggunakan metode analisis deskriptif. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Berdasarkan hasil penelitian dapat disimpulkan bahwa tanggapan responden terhadap variabel Celebrity Endorser termasuk dalam kategori sangat baik, Variabel Electronic Word of Mouth termasuk dalam kategori baik dan variabel purchase decision termasuk dalam kategori sangat baik. Kesimpulan penelitian ini adalah Celebrity Endorser dan Electronic Word of Mouth berpengaruh terhadap purchase decision pada pelanggan Tokopedia dengan persentase sebesar 52.6%, dan sisanya sebesar 47,4% diperngaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Hasil tersebut dapat diartikan dengan semakin baik celebrity endorser dan electronic word of mouth yang dimiliki Tokoped...
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Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh celebrity endorsement terhadap purchase intention serta peran brand image dan brand credibility sebagai mediasi pengaruh celebrity endorsement terhadap purchase intention produk lipstik Wardah. Sampel penelitian dilakukan pada konsumen wanita di kota Kediri sebanyak 120 responden. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data menggunakan PLS (Partial Least Square). Uji instrumen penelitian meliputi tes inner model, outer model, konversi diagram jalur, dan uji hipotesis. Hasil penelitian menunjukkan bahwa celebrity endorsement tidak berpengaruh terhadap purchase intention. Hasil lain menunjukkan bahawa peran brand image mampu memediasi pengaruh celebrity endorsement terhadap purchase intention. Begitu pula dengan brand credibility mampu memediasi pengaruh celebrity endorsement terhadap purchase intention. Implikasi praktis dalam penelitian ini dapat memberikan pengetahuan dan pemahaman bagi...