Pengaruh celebrity endorsement terhadap purchase behaviour produk skincare

DETAIL KOLEKSI

Pengaruh celebrity endorsement terhadap purchase behaviour produk skincare

Oleh : Dian Rahayu Apriliani

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Purchasing

Kata Kunci : trust, skill, attractiveness, suitability , credibility

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_SK_SMJ_022002001069_Halaman-Judul.pdf	12
2.	2024_SK_SMJ_022002001069_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2024_SK_SMJ_022002001069_Surat-Hasil-Similaritas.pdf	1
4.	2024_SK_SMJ_022002001069_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2024_SK_SMJ_022002001069_Lembar-Pengesahan.pdf	4
6.	2024_SK_SMJ_022002001069_Pernyataan-Orisinalitas.pdf	1
7.	2024_SK_SMJ_022002001069_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2024_SK_SMJ_022002001069_Bab-1.pdf	15
9.	2024_SK_SMJ_022002001069_Bab-2.pdf	23
10.	2024_SK_SMJ_022002001069_Bab-3.pdf	16
11.	2024_SK_SMJ_022002001069_Bab-4.pdf	15
12.	2024_SK_SMJ_022002001069_Bab-5.pdf	5
13.	2024_SK_SMJ_022002001069_Daftar-Pustaka.pdf	8
14.	2024_SK_SMJ_022002001069_Lampiran.pdf	30

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh trustworthiness, expertise, attractiveness, congruence terhadap credibility dan credibility terhadap purchase intention, premium price. Rancangan penelitian yang digunakan dalam penelitian ini menggunakan metode uji hipotesis, yang bertujuan untuk menguji ada atau tidaknya pengaruh antara variabel menggunakan menggunakan teknik multivariat Structural Equation Model (SEM). Hasil pengujian ini menunjukan terdapat pengaruh positif antara trustworthiness, expertise, attractiveness, congruence terhadap credibility dan credibility terhadap purchase intention, premium price. Implikasi manajerial dari penelitian ini adalah lebih meningkatkan keyakinan konsumen dengan informasi/rekomendasi yang diberikan oleh selebriti mengenai skincare dengan cara mengidentifikasi dan mencari selebriti yang memiliki hubungan baik dengan para pengikutnya dan dapat menginformasikan nilai - nilai dari brand secara efektif dan efisien, membuat selebriti yang akan merekomendasikan produk skincare, memiliki kesan selebriti ahli di bidang tersebut dengan cara melakukan pembekalan materi untuk selebriti tersebut agar lebih memahami bidang dan spesifik produk yang akan dia tawarkan kepada para konsumen

T his research aims to analyze the influence of trustworthiness, expertise, attractiveness, congruence on credibility and credibility on purchase intention, premium price. The research design used in this study uses the hypothesis testing method, which aims to test whether or not there is an influence between variables using the multivariate Structural Equation Model (SEM) technique. The results of this test show that there is a positive influence between trustworthiness, expertise, attractiveness, congruence on credibility and credibility on purchase intention, premium price. The managerial implication of this research is to further increase consumer confidence in the information/recommendations provided by celebrities regarding skincare by identifying and looking for celebrities who have good relationships with their followers and can convey the values of the brand effectively and efficiently, creating celebrities who will recommending skincare products, having the impression of a celebrity being an expert in the field by providing material for the celebrity to better understand the field and specific products he or she will offer to consumers