Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Lipstik Wardah Melalui Brand Image Dan Brand Credibility (Studi Pada Konsumen Wanita Di Kota Kediri)

Sandi, Putri Rayining (2019) Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Lipstik Wardah Melalui Brand Image Dan Brand Credibility (Studi Pada Konsumen Wanita Di Kota Kediri). Magister thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh celebrity endorsement terhadap purchase intention serta peran brand image dan brand credibility sebagai mediasi pengaruh celebrity endorsement terhadap purchase intention produk lipstik Wardah. Sampel penelitian dilakukan pada konsumen wanita di kota Kediri sebanyak 120 responden. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data menggunakan PLS (Partial Least Square). Uji instrumen penelitian meliputi tes inner model, outer model, konversi diagram jalur, dan uji hipotesis. Hasil penelitian menunjukkan bahwa celebrity endorsement tidak berpengaruh terhadap purchase intention. Hasil lain menunjukkan bahawa peran brand image mampu memediasi pengaruh celebrity endorsement terhadap purchase intention. Begitu pula dengan brand credibility mampu memediasi pengaruh celebrity endorsement terhadap purchase intention. Implikasi praktis dalam penelitian ini dapat memberikan pengetahuan dan pemahaman bagi perusahaan dalam meningkatkan brand image dan brand credibility melalui penggunaan selebiriti sebagai endorser.

English Abstract

The objective of this study is to assess and analyze the effect of celebrity endorsement on purchase intention and the role of brand image and brand credibility in mediating the influence of celebrity endorsement on the intention to purchase Wardah lipstick products. Using purposive sampling, 120 female consumers in the city of Kediri were selected as the respondents. The data was analyzed using PLS (Partial Least Square), and the instruments were assessed using inner model tests, outer model test, path diagram conversion, and hypothesis test. This study finds that celebrity endorsement does not influence purchase intention and that both brand image and brand credibility mediate the influence of celebrity endorsement on purchase intention. The results practically provide companies with knowledge and understanding to improve brand image and brand credibility by using celebrities as endorsers.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: TES/658.8/SAN/p/2019/041907193
Uncontrolled Keywords: MARKETING -- MANAGEMENT, BRAND NAME PRODUCTS, PURCHASING -- DECISION MAKING
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endang Susworini
Date Deposited: 13 Nov 2019 01:59
Last Modified: 03 Dec 2021 03:17
URI: http://repository.ub.ac.id/id/eprint/175373
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