PENGARUH CELEBRITY ENDORSER DAN WORD OF
MOUTH TERHADAP KEPUTUSAN PEMBELIAN
SMARTPHONE OPPO DENGAN BRAND IMAGE SEBAGAI
VARIABEL INTERVENING
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Institusion
Universitas PGRI Semarang
Author
Rossy, Asri Aneltha
Subject
L Education (General)
Datestamp
2024-08-26 07:24:39
Abstract :
The fierce competition in the smartphone business makes every company have to be more aggressive in marketing their products. Judging from the many types of smartphones that are similar and the price is also equally affordable and offers similar benefits, it can threaten the continuity of the product in the company. Various marketing activities can be carried out to encourage smartphone sales in Indonesia by using advertisements on TV, brochures, billboards, and even using public figures as ilkan stars to attract consumers. The purpose of this research is to find out the influence of celebrity endorsers and word of mouth on the purchase decision of Oppo smartphones with brand image as mediation. Sampling was done using simple random sampling. The measurement scale uses the Likert scale. The data analysis uses validity, reliability, and hypothesis tests, with Partial Least Square processed using the outer model and inner model. The results showed that brand image had an effect on the purchase decision, celebrity endorser had no effect on the purchase decision, word of mouth had an effect on the purchase decision, celebrity endorser had an effect on the brand image, word of mouth had an effect on the brand image, and brand image could mediate the celebrity endorser variable on the purchase decision, while brand image could not mediate the word of mouth variable on the purchase decision. Keywords: celebrity endorser, word of mouth, brand image, purchase decision
The fierce competition in the smartphone business makes every company have to be more aggressive in marketing their products. Judging from the many types of smartphones that are similar and the price is also equally affordable and offers similar benefits, it can threaten the continuity of the product in the company. Various marketing activities can be carried out to encourage smartphone sales in Indonesia by using advertisements on TV, brochures, billboards, and even using public figures as ilkan stars to attract consumers. The purpose of this research is to find out the influence of celebrity endorsers and word of mouth on the purchase decision of Oppo smartphones with brand image as mediation. Sampling was done using simple random sampling. The measurement scale uses the Likert scale. The data analysis uses validity, reliability, and hypothesis tests, with Partial Least Square processed using the outer model and inner model. The results showed that brand image had an effect on the purchase decision, celebrity endorser had no effect on the purchase decision, word of mouth had an effect on the purchase decision, celebrity endorser had an effect on the brand image, word of mouth had an effect on the brand image, and brand image could mediate the celebrity endorser variable on the purchase decision, while brand image could not mediate the word of mouth variable on the purchase decision. Keywords: celebrity endorser, word of mouth, brand image, purchase decision
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