Pengaruh Celebrity endorsement,Brand Image, dan Electronic Word of Mouth Terhadap Purchase Intention (Studi Pada Konsumen Marketplace Tokopedia)
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Celebrity Endorsment,Brand Image dan Electronic Word of Mouth terhadap purchase intention. Penelitian ini dilakukan pada konsumen Tokopedia. Populasi dalam penelitian ini adalah konsumen Tokopedia. Sampel dalam penelitian ini adalah 100 konsumen dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan meliputi uji validitas dengan KMO (Kaiser Mayer Olkin) dan loading factor (matriks komponen), uji reliabilitas dengan Cronbach alpha dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa Celebrity Endorsment berpengaruh positif dan signifikan terhadap purchase intention, Brand Image berpengaruh positif dan signifikan terhadap purchase intention dan Electronic Word of Mouth tidak berpengaruh terhadap purchase intention.
Kata Kunci: Celebrity endorsement,Brand Image, Electronic Word of Mouth.
Abstract
This study aims to analyze the effect of Celebrity Endorsment, Brand Image and Electronic Word of Mouth on purchase intention. This research was conducted on Tokopedia consumers. The population in this study are Tokopedia consumers. The sample in this study was 100 consumers using purposive sampling method. Data analysis techniques used include validity test with KMO (Kaiser Mayer Olkin) and loading factor (component matrix), reliability test with Cronbach alpha and multiple regression analysis. The results of this study indicate that Celebrity Endorsment has a positive and significant effect on purchase intention, Brand Image has a positive and significant effect on purchase intention and Electronic Word of Mouth has no effect on purchase intention.
Keywords: Celebrity endorsement,Brand Image, Electronic Word of Mouth.
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DOI: https://doi.org/10.37531/sejaman.v5i2.2117
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