Pengaruh Celebrity Endorser dan Word of Mouth (WOM) Terhadap Keputusan Pembelian Body Lotion Scarlett Whitening Melalui Brand Image
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Yunitasari, Indri
Subject
H Social Sciences (General)
Datestamp
2022-04-08 01:38:20
Abstract :
Pokok pembahasan pada penelitian ini yaitu pengaruh celebrity endorser dan word of mouth terhadap keputusan pembelian pada body lotion Scarlett Whitening dan bagaimana peran brand image sebagai variabel mediasi yang mempengaruhi celebrity endorser terhadap keputusan pembelian pada body lotion Scarlett Whitening dan word of mouth terhadap keputusan pembelian pada body lotion Scarlett Whitening. Total responden pada penelitian ini sebanyak 100 responden, menggunakan teknik purposive sampling. Teknik analisis data yang digunakan Structural Equation Modelling (SEM) menggunakan software Smart PLS (Partial Least Square). Kata kunci: celebrity endorser, word of mouth, brand image, keputusan pembelian. ABSTRACT The main discussion in this study is the influence of celebrity endorsers and word of mouth on purchasing decisions on body lotion Scarlett Whitening and how the role of brand image as a mediating variable that affects celebrity endorsers on purchasing decisions on body lotion Scarlett Whitening and word of mouth on purchasing decisions on body Scarlett Whitening lotion. The total respondents in this study were 100 respondents, using purposive sampling technique. The data analysis technique used is Structural Equation Modeling (SEM) using Smart PLS (Partial Least Square) software. Keywords: celebrity endorser, word of mouth, brand image, purchasing decisions.
Pokok pembahasan pada penelitian ini yaitu pengaruh celebrity endorser dan word of mouth terhadap keputusan pembelian pada body lotion Scarlett Whitening dan bagaimana peran brand image sebagai variabel mediasi yang mempengaruhi celebrity endorser terhadap keputusan pembelian pada body lotion Scarlett Whitening dan word of mouth terhadap keputusan pembelian pada body lotion Scarlett Whitening. Total responden pada penelitian ini sebanyak 100 responden, menggunakan teknik purposive sampling. Teknik analisis data yang digunakan Structural Equation Modelling (SEM) menggunakan software Smart PLS (Partial Least Square). Kata kunci: celebrity endorser, word of mouth, brand image, keputusan pembelian. ABSTRACT The main discussion in this study is the influence of celebrity endorsers and word of mouth on purchasing decisions on body lotion Scarlett Whitening and how the role of brand image as a mediating variable that affects celebrity endorsers on purchasing decisions on body lotion Scarlett Whitening and word of mouth on purchasing decisions on body Scarlett Whitening lotion. The total respondents in this study were 100 respondents, using purposive sampling technique. The data analysis technique used is Structural Equation Modeling (SEM) using Smart PLS (Partial Least Square) software. Keywords: celebrity endorser, word of mouth, brand image, purchasing decisions.
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