Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention (original) (raw)
Related papers
JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A total of 314 who knew Make Over Cosmetics and celebrity endorser Tasya Farasya were sampled to be tested by distributing online questionnaires with hypothesis testing using WarpPLS. The result, celebrity endorser has a significant impact on purchase intention, celebrity endorser has a significant impact on brand credibility, brand credibility has a significant impact on brand attitude, brand credibility has a significant impact on purchase intention, brand attitude has a significant impact on purchase intention and brand credibility and brand attitude have succeeded in becoming mediating variable.
Hubungan Celebrity Endorser Terhadap Perilaku Pembelian Produk Kecantikan Merek X
Business Innovation and Entrepreneurship Journal
The purpose of the study was to find out the connectedness between celebrity endorsers and the purchasing behaviour of booming beauty products advertised by celebrity with initial FA. The technique of sampling or determination in this study is to use accidental sampling. In this study, data analysis techniques using Pearson Product Moment which aims to find correlation or relationship between celebrity endoser and X product purchasing behavior. This study will use SPSS for windows version 25.0 help to perform correlational calculations. The results of this study showed the significance of both variables namely celebrity endorser with purchasing behavior is 0.000 and less than 0.005 (Sig. < 0.005), pearson correlation value indicates a value of 0.744. This indicates that the relationship of the two variables in this study is significantly related and categorized as strong. The contribution of celebrity endorser factor (variable x) to purchasing behavior (variable y) was 59.9%.
Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen
Jurnal inspirasi bisnis dan manajemen, 2019
This study aims to determine the effect of celebrity endorser, brand image and brand trust on consumer buying interest. This study uses a survey method. The population in this study were high school students in Cibingbin Subdistrict as many as 1,069 with 291 respondents taken as samples. The sample is taken by stratified random sampling while the sampling technique uses Slovin formula with a margin of error of 5%. Data collection techniques using questionnaires were then tested for validity and reliability and then analyzed using multiple linear regression analysis. The results of the study stated that the variable celebrity endorser had a positive effect on buying interest. Brand image variables have a positive effect on buying interest. The brand trust variable has a positive effect on buying interest. Then the F test results state that celebrity endorser, brand image and brand trust have a significant effect on buying interest.
Jurnal Riset Manajemen dan Akuntansi
Tujuan dari penelitian ini adalah untuk menguji pengaruh celebrity endorser, citra merek, kepercayaan merek terhadap minat beli produk skincare Scarlett Whitening. Dalam penelitian ini menggunakan metode kuantitatif. Sample yang gunakan menggunakan Probability Sampling dan Nonprobability sebanyak 110. Hasil penelitian ini menunjukan bahwa celebrity endorser tidak memiliki pengaruh signifikan terhadap minat daya beli ulang scarlett, citra merek memiliki signifikan minat daya beli
Pengaruh Celebrity Endorser Dan Pesan Iklan Di Televisi Terhadap Keputusan Pembelian Konsumen
2021
Purchasing decisions are very important for companies to survive in an increasingly intense market. The purpose of this study was to determine the effect of celebrity endorsers and advertising messages on television on purchasing decisions of Pantene Shampoo in the City of North Denpasar, both racially and simultaneously. The population in this study were all consumers of Pantene Shampoo in North Denpasar City with a total sample size of 95 respondents using the accidental sampling method. The data analysis technique used multiple linear regression analysis. Based on the results of the analysis, it was found that celebrity endorsers and advertising messages on television had a positive and significant effect on the purchasing decision of Pantene Shampoo in the City of North Denpasar both partially and simultaneously. The suggestion in this research is that companies evaluate their marketing policies by looking at the celebrity endorser factor, advertising messages, purchasing decisions
Jurnal Manajemen Pemasaran, 2015
Penelitian ini bertujuan untuk menganalisa pengaruh dari Credibility, Attractiveness, dan Power terhadap Purchase Intention produk kecantikan Pond'sdengan mempertimbangkan faktor Brand Image (Sincerity, Excitement, Competence, dan Shophistication).Penelitian dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang pernah melihat iklan Pond's dalam waktu 2 bulan terakhir. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis. Hasil penelitian menunjukkan bahwa variabel yang berpengaruh signifikan hanya Attractiveness, Power, Brand image dan Purchase intention.
Pengaruh Penggunaan Celebrity Endorser Terhadap Purchase Intention Pada Perusahaan Jasa Antar Barang
Prosiding Working Papers Series In Management
This study aims to analyze the effect of celebrity’s attractiveness, celebrity’s expertise, and celebrity’s trustworthiness on purchase intention in SiCepat Ekspress delivery service companies. The sampling method used is probability sampling with purposive sampling technique. This study took samples from 160 respondents in JABODETABEK and the respondent had to know that SiCepat Ekspress is a delivery company. Data processing uses the Statistical Package for the Social Sciences (SPSS). The results of this study is celebrity’s attractiveness, celebrity’s expertise and celebrity’s trustworthiness has a significant relationship between a purchase intention.
Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek
Jurnal Bisnis dan Manajemen, 2021
The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive sampling method with a questionnaire. Data were analysed with SEM AMOS 24 with the results of the study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no significant direct effect on purchasing decisions. Intervening variable testing shows that there is an indirect effect between celebrity endorsers on purchasing decisions through brand image variables.
2021
Penelitian bertujuan untuk mengetahui keberartian Persepsi Harga, Citra Merek Dan Celebrity Endorser Pada Keputusan Pembelian Busana 3Second Clothing Store Kediri dengan Minat Beli Sebagai Mediasi. Jenis penelitian yang digunakan dalam penelitian ini adalah asosiatif. Sampel yang digunakan sebanyak 160 konsumen dengan menggunakan metode accidental sampling kombinasi snowball sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis jalur dengan program IBM SPSS 26 dan Uji Sobel. Hasil penelitian ini diperoleh terdapat pengaruh Persepsi Harga dan Citra Merek mempunyai keberartian menciptakan minat beli, tetapi tidak pada Celebrity Endoser. Persepsi Harga dan Celebrity Endorser mempunyai keberartian dalam menciptakan Keputusan Pembelian, tetapi tidak pada Citra Merek. Persepsi Harga, Citra Merek atau Celebrity Endorser tidak mempunyai keberartian dalam menciptakan keputusan pembelian melalui Minat beli sebagai variabel mediasi. Studi lanjut dan manaje...