Pengaruh Celebrity Endorser, Label Halal, dan E-WoM terhadap Keputusan Pembelian Kosmetik Scarlett Whitening dengan Minat Beli sebagai Variabel Mediasi
Abstract
This research aims to examine the Influence of Celebrity Endorser, Halal Label, and E-WoM on Purchase Decision Mediated by Purchase Interest. This study applies a quantitative method with primary data type and purposive s ampling as the sampling technique. The research was conducted by distributing questionnaires in the form of Google Form through direct links or using QR Codes with a sample size of 210 respondents. Testing was conducted using classic assumption tests, model accuracy tests, and hypothesis tests. The data were analyzed using SPSS version 29. The results of the t-test show that celebrity endorser significantly and positively influences purchase interest, while halal label and E-WoM have a positive but non-significant effect on purchase interest. Additionally, the t-test results indicate that celebrity endorser, halal label, and E-WoM significantly and positively influence purchase decisions. Meanwhile, the Sobel test results show that purchase interest can mediate the influence of celebrity endorser on purchase decisions, but purchase interest cannot mediate the influence of halal label and E-WoM on purchase decisions
Keywords
Full Text:
PDF (Indonesian)References
Bahri, A., Damayanti, C. M., Sirait, Y. H., & Alfarisy, F. (2022). Aplikasi Tiktok sebagai Media Pembelajaran Bahasa Inggris di Indonesia Jurnal Indonesia Sosial Sains, 3(1), 120–130. https://doi.org/10.36418/jiss.v3i1.505.
Bawono, A. (2006). Multivariate Analysis dengan SPSS. Salatiga Press.
Ghozali, I. (2013). Aplikasi Analisis dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis dengan Program SPSS 23. Badan Penerbit Universitas Diponegoro.
Kumbara, V. B. (2021). Determinasi Nilai Pelanggan dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk dan Endorse. Jurnal Ilmu Manajemen Terapan, 2 (5), 604-630.
Nuraidah, & Megawati, L. (2023). Pengaruh Digital Marketing dan E-WoM terhadap Keputusan Pembelian Produk Skincare Ms Glow (Survei pada Pelanggan Store Ms Glow Sukabumi). Jurnal Ilmiah Wahana Pendidikan, 9(8), 386–400.
Nurazizah, S., Tabah, H. S., Yulianti, R. (2023.). Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen dalam Pembelian Keramik di Toko Dian Keramik dengan Metode Analisis Faktor. Jurnal Unirow, 5(1), 10-15.
Paujiah, R., Ahmad., M. K., & Syarifah, G. (2020). Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian. Al Maal: Journal of Islamic Economics and Banking, 2(1), 144-163
Permatasari, P. R. (2020). Pengaruh Atribut Produk Dan E-WoM Pada Loyalitas Konsumen Dalam Memilih Kosmetik Wardah Yang Dimediasi Oleh Keputusan Pembelian (Studi Empiris Pengguna Kosmetik di Kota Magelang).. Skripsi. Universitas Muhammadiyah Magelang
Rosyada, M. (2022). Analisis Pengaruh Brand Awareness, Label Halal dan Religiusitas terhadap Keputusan Pembelian Produk Kosmetik Halal. Coopetition: Jurnal Ilmiah Manajemen, 13(2), 213-218.
Safitra, A. N., & Alimuddin, A. (2023). The Impact Of Brand Image, Celebrity Endorser And Shopping Lifestyle On Purchase Decisions At E-Commerce Shopee Management Studies and Entrepreneurship Journal, 4(5), 5229–5238.
Sanditya, R. (2019). Hubungan Celebrity Endorser Dengan Keputusan Pembelian Produk Pakaian Pada Konsumen Secara Online di Media Sosial Instagram. Jurnal Ilmiah Psikologi, 7(1), 100–104.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis & Ekonomi, Cetakan Pertama. Pustaka Baru Press.
Susmonowati, T., & Khotimah, H. (2021). Pengaruh Electronic Word of Mouth dan Persepsi nilai terhadap Keputusan Pembelian pada Situs Lazada. Jurnal Lentera Bisnis, 10 (2), 197. https://doi.org/10.34127/jrlabv10i2.408
Suryowati, B., & Nurhasanah. (2020). Label Halal, Kesadaran Halal, Religiusitas dan Minat Beli Produk Kosmetik Halal. Jurnal Komplesitas, 9(11), 11–20.
Tjiptono, F. (2015). Strategi Pemasaran. Andi
DOI: http://dx.doi.org/10.30821/se.v10i2.20486
Refbacks
- There are currently no refbacks.
