Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow (original) (raw)
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Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh celebrity endorser terhadap word of mouth, pengaruh brand image terhadap word of mouth, pengaruh kualitas produk terhadap word of mouth, pengaruh word of mouth terhadap keputusan pembelian, pengaruh celebrity endorser terhadap keputusan pembelian, pengaruh brand image terhadap keputusan pembelian, dan pengaruh kualitas produk terhadap keputusan pembelian. Penelitian ini tergolong penelitian kuantitatif. Metode pengumpulan data menggunakan metode angket, sedangkan teknik analisis data menggunakan analisis regresi berganda dan uji sobel test. Hasil analisis regresi menjelaskan celebrity endorser berpengaruh positif terhadap word of mouth dengan thitung = 10,770 > ttabel = 1,981. Brand image berpengaruh positif terhadap word of mouth dengan thitung = 6,911> ttabel = 1,981. Kualitas produk berpengaruh positif terhadap word of mouth dengan thitung = 2,671 > ttabel = 1,981. Word of mouth berpengaruh positif ter...
Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Produk Scarlett Whitening
Negotium, 2023
This study aims to determine the effect of celebrity endorsers on purchasing decisions for Scarlett Whitening products for students of the Faculty of Social and Political Sciences, Malikussaleh University. This research uses quantitative methods. The population in the study were all students of the faculty of social science and political science totaling 3,832 students and the sample in this study were 100 respondents calculated using the Slovin formula. This study uses primary data in the form of questionnaires distributed to students who have purchased Scarlett Whitening products. The data analysis method used is the data instrument test, classical assumption test and simple regression test using SPSS 26 software.
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%.
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.
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.
Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear
JURNAL ADMINISTRASI BISNIS, 2019
This study aims to determine: (1) the effect of celebrity endorsement on purchasing decisions for Clear brand shampoo, (2) the effect of brand image on purchasing decisions up to Clear brand, and (3) the influence of celebrity endorse and brand image on Clear shampoo shampoo purchase decisions.This study uses a quantitative approach bycollecting data through survey methods. This study also uses a purposive sampling technique based on certain characteristics. The sample in this study were 100 people of the Wenang sub-district of Manado city. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.The results of this study indicate that: (1) Celebrity endorse has a positive effect on purchasing decisions, evidenced by the value of t count of 2.186 with a significance value of 0.031, smaller than 0.05 and the regression coefficient has a positive value of 0.340; ...
Peningkatan Keputusan Pembelian Melalui Celebrity Endorsement, Kualitas Produk dan Citra Merek
Journal of Technopreneurship on Economics and Business Review, 2021
This study aims to determine the effect of celebrity endorsement, product quality and brand image on purchasing decisions. Respondents of this research are customers of Beauty store at Kendari who buy and use Scarlett Handbody products totaling 110 samples. Multiple linear regression analysis was used to analyze the data in this study. The results showed that purchasing decisions were significantly influenced by celebrity endorsement, product quality and brand image. This study also found that brand image has the strongest role in influencing the purchasing decision of scarlet handbody.
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
2021
This study has the main objectives, namely to inform the effect of celebrity endorsement on the brand image of Nature Republic skincare, to inform the influence of celebrity endorsement on the purchasing decision of Nature Republic, to inform the influence of brand image on the purchasing decision of Nature Republic, and to inform the influence of celebrity endorsement on purchasing decisions through brand image skincare Nature Republic. The sampling technique used is non-probability sampling. To determine the number of sample respondents using purposive sampling technique, the sample obtained is 100 respondents using Nature Republic. The data analysis technique needed in this research is Structural Equation Modeling (SEM) with PLS (Partial Least Square) software. The results of the analysis obtained in this study are that each variable has a positive effect on each other.Keywords: Celebrity Endorsement, Purchase Decision, Brand Imag
Jurnal Ekonomi Manajemen Sistem Informasi
This study aims to determine (1) respondents' perceptions of social media, celebrity endorser, brand image, repurchase intention, and brand trust, (2) the significance of social media on repurchase intention, (3) the significance of celebrity endorser on repurchase intention, (4) the significance of brand image to repurchase intention, (5) the significance of social media to brand trust, (6) the significance of celebrity endorser to brand trust, (7) the significance of brand image to brand trust, (8) the significance of brand trust to interest repurchase, (9) the significance of brand trust in mediating social media, celebrity endorsers, and brand image in influencing repurchase intention. The results of the descriptive statistical analysis make it clear that the achievement of the social media variable indicators is 69%, the achievement of the indicator variable celebrity endorser is 70%, the achievement of the indicator variable brand image is 70%, the achievement of the varia...