PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PENGGUNA PRODUK KECANTIKAN

MUHAMMAD ZAFIAR JANETY, . (2023) PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PENGGUNA PRODUK KECANTIKAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian adalah untuk mengetahui pengaruh positif dan signifikan celebrity endorser dan e-WoM terhadap purchase intention melalui brand image. Metode pengumpulan data pada penelitian ini menggunakan metode survei dengan menyebar kuesioner yang dibuat melalui Google Form. Sampel penelitian yang sejumlah 258 responden dengan kriteria masyarakat yang berdomili Jabodetabek, dengan usia minimal 17 tahun, dan mengetahui merek Madame Gie meskipun belum pernah menggunakan. Analisis data yang digunakan untuk mengolah dan menganalisis hasil penelitian dengan metode SEM yang memanfaatkan perangkat lunak SPSS versi 25 dan AMOS versi 21. Hasil penelitian menunjukkan bahwa (1) celebrity endorser berpengaruh positif dan signifikan terhadap brand image pada pengguna Madame Gie di Jabodetabek, (2) e-WoM berpengaruh positif dan signifikan terhadap brand image pada pengguna Madame Gie di Jabodetabek, (3) celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention pada pengguna Madame Gie di Jabodetabek, (4) e-WoM memiliki pengaruh positif dan signifikan terhadap purchase intention pada pengguna Madame Gie di Jabodetabek, (5) brand image memiliki pengaruh positif dan signifikan terhadap purchase intention pada pengguna Madame Gie di Jabodetabek, (6) celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention baik secara langsung maupun tidak langsung melalui brand image sebagai partial intervening pada pengguna Madame Gie di Jabodetabek, dan (7) e-WoM berpengaruh positif dan signifikan terhadap purchase intention baik secara langsung maupu tidak langsung melalui brand image sebagai partial intervening pada pengguna Madame Gie di Jabodetabek. Kata Kunci: Brand image, Celebrity endorser, Electronic word of mouth, Madame Gie, Purchase intention. *** The purpose of this research is to determine the positive and significant influence of celebrity endorser and e-WoM on purchase intention through brand image. The data collection method used in this study was a survey conducted by distributing questionnaires created through Google Form. The research sample consisted of 258 respondents from Jabodetabek area, aged 17 years or older, and familiar with the Madame Gie brand even though they may not have used it before. The data analysis used to process and analyze the research results was Structural Equation Modeling (SEM), utilizing SPSS version 25 and AMOS version 21 software. The research findings indicate that (1) celebrity endorser has a positive and significant influence on brand image among Madame Gie users in Jabodetabek, (2) e-WoM has a positive and significant influence on brand image among Madame Gie users in Jabodetabek, (3) celebrity endorser has a positive and significant influence on purchase intention among Madame Gie users in Jabodetabek, (4) e�WoM has a positive and significant influence on purchase intention among Madame Gie users in Jabodetabek, (5) brand image has a positive and significant influence on purchase intention among Madame Gie users in Jabodetabek, (6) celebrity endorser has a positive and significant influence on purchase intention both directly and indirectly through brand image as a partial intervening variable among Madame Gie users in Jabodetabek, and (7) e-WoM has a positive and significant influence on purchase intention both directly and indirectly through brand image as a partial intervening variable among Madame Gie users in Jabodetabek. Keyword: Brand image, Celebrity endorser, Electronic word of mouth, Madame Gie, Purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE, M.M. ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19378 not found.
Date Deposited:	04 Sep 2023 05:32
Last Modified:	04 Sep 2023 05:32
URI:	http://repository.unj.ac.id/id/eprint/41080

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