Pengaruh Celebrity Endorser, Electronic Word of Mouth (EWOM) dan Brand Image Terhadap Keputusan Pembelian : Bagaimana Peranan Minat Beli Produk UKM
DOI:
https://doi.org/10.32493/JEE.v5i2.27784Keywords:
Celebrity Endorser, Electronic Word of Mouth (EWOM), Brand Image Purchase Decision SMEs Product Purchase IntentionAbstract
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh celebrity endorser, electronic word of mouth dan brand image terhadap purchase decision dengan minat beli sebagai variabel intervening studi pada konsumen SMEs di Jabotabek. Metode penelitian ini adalah kuantitatif dengan Sampel dalam penelitian ini sebanyak 330 responden konsumen produk SMEs dengan menggunakan teknik nonprobability sampling dengan jenis teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner online yang didistribusikan melalui media sosial. Sikap responden diukur dengan skala likert 7 dan data diolah dengan structural equation modeling dengan alat bantu SmartPLS 3.0 . Hasil penelitian menunjukkan bahwa Hasil penelitian ini menunjukkan bahwa variabel celebrity endorser berpengaruh secara positif dan signifikan terhadap minat beli Produk, EWOM berpengaruh secara tidak signifikan terhadap minat beli, brand image berpengaruh secara tidak signifikan terhadap minat beli, celebrity endorser berpengaruh terhadap purchase decision, EWOM tidak berpengaruh terhadap purchase decision, brand image berpengaruh secara signifikan terhadap purchase decision, minat beli berpengaruh secara tidak signifikan terhadap purchase decision.References
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