Elsanti, Dita Ayu (2017) Brand Image Sebagai Variabel Mediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention (Studi Produk Maybelline di Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan industri kosmetik yang begitu pesat menuntut perusahaan untuk dapat bersaing dengan perusahaan lainnya. Penggunaan celebrity endorser dalam iklan merupakan salah satu cara perusahaan mempromosikan produknya. Pemilihan celebrity endorser yang tepat diharapkan dapat menimbulkan purchase intention. Tujuan penelitian ini untuk menganalisis serta menjelaskan keterkaitan hubungan antara brand image sebagai mediasi pengaruh celebrity endorserterhadap purchase intention produk maybelline di Universitas Brawijaya. Jenis Penelitian yang digunakan merupakan explanatory research. Penelitian ini menggunakan 150 sampel dengan metode non-probability sampling denganteknik purposive sampling. Analisa data dalam pengujian instrumen penelitian dengan menggunakan software smartPLS versi 3.0 melalui tahapan analisis outer model, inner modeldan pengujian hipotesis (uji-t). Pengujian hipotesis secara langsung menggunakan (uji-t) sedangkan untuk pengujian tidak langsung menggunakan perhitungan uji sobel. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh signifikan terhadap purchase intention, terdapat juga pengaruh secara signifikan celebrity endorser terhadap brand image. Penelitian juga menunjukkan bahwa adanya pengaruh secara signifikan brand image terhadap purchase intention serta celebrity endorserberpengaruh signifikan terhadap purchase intentionyang dimediasi oleh brand image produk maybelline di Universitas Brawijaya.
English Abstract
The rapid growth of the cosmetics industry requires companies to compete with others. The use of celebrity endorsers in advertising is one way for companies to promote their products. Appropriate celebrity endorser is expected to generate purchase intention. The purpose of this study is to analyze and explain the relationship between brand image as the mediator of the influence of celebrity endorser on purchase intention towards Maybelline products in Brawijaya University. The sample of this explanatory research is selected through non-probability sampling method with purposive sampling technique, resulting in 150 samples. The data analysis in this study includes outer and inner model analysis and hypothesis testing (t-test) performed using smartPLS 3.0. The direct hypothesis testing uses (t-test) and indirect hypothesis testing uses Sobel test. The results show that celebrity endorser significantly influences purchase intention, that celebrity endorser significantly influences brand image, that brand image significantly influences purchase intention, and that celebrity endorser significantly influences purchase intention toward Maybelline product in Brawijaya University mediated by brand image.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/768/051800595 |
| Uncontrolled Keywords: | Celebrity Endorser,Brand Image, Dan Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 31 Jan 2018 01:32 |
| Last Modified: | 03 Nov 2021 03:15 |
| URI: | http://repository.ub.ac.id/id/eprint/8603 |
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