Pengaruh Attractiveness, Self-Satisfaction, Peer Influence Pada Intention To Imitate Terhadap Purchase Intention (Studi Pada Celebrity Endorser Adidas Indonesia)
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Institusion
STIE Indonesia Banking School
Author
Hermawan, Thaharia Malika
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 06:55:20
Abstract :
This study aims to identify and clarify the picture of the attractiveness, self-satisfaction, peer influence, intention to imitate, and purchase intention. This study explores the mediating role of customer intention to imitate. Identify and analyze the effect of attractiveness, self-satisfaction, peer influence significantly on intention to imitate in order to affect purchase intention. Attractiveness, self-satsfaction, and peer influence were measured at the time of intention to imitate which in turn will lead to a increase in purchase intention. This study is classified as a survey with descriptive analysis method by taking samples and questionnaire as the main data. The sample in this study is a customer that followed Adidas Indonesia on instagram. The sampling and analysis results using Structural Equation Modeling (SEM) and the results will be summarized as follows: 1). Attractiveness has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 2). Self-Satisfaction has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 3). Peer influence has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 4). Intention to imitate celebrity endorser on instagram has a positive and significant effect on purchase intention. Keywords : Attractiveness, Self-Satisfaction, Peer Influence, Intention To Imitate, Purchase Intention, Celebrity Endorser.
This study aims to identify and clarify the picture of the attractiveness, self-satisfaction, peer influence, intention to imitate, and purchase intention. This study explores the mediating role of customer intention to imitate. Identify and analyze the effect of attractiveness, self-satisfaction, peer influence significantly on intention to imitate in order to affect purchase intention. Attractiveness, self-satsfaction, and peer influence were measured at the time of intention to imitate which in turn will lead to a increase in purchase intention. This study is classified as a survey with descriptive analysis method by taking samples and questionnaire as the main data. The sample in this study is a customer that followed Adidas Indonesia on instagram. The sampling and analysis results using Structural Equation Modeling (SEM) and the results will be summarized as follows: 1). Attractiveness has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 2). Self-Satisfaction has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 3). Peer influence has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 4). Intention to imitate celebrity endorser on instagram has a positive and significant effect on purchase intention. Keywords : Attractiveness, Self-Satisfaction, Peer Influence, Intention To Imitate, Purchase Intention, Celebrity Endorser.
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