PERAN CELEBRITY ENDORSE, CITRA MEREK, ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI NIAT BELI (Studi Kasus Pada Produk Scarlett)

Abstract

Seeing the magnitude of the impact of social media as a means of promoting a product in sharing the experience of a product, as well as the difficulty in seeking information from other people first in its influence on the product in its influence on purchasing decisions, researchers are interested in knowing the extent of the influence of Celebrity Endorse, Brand Image and Electronic Word Of Mouth on Purchase Decisions mediated by Purchase Intentions. In addition, Scarlett's products, which are still relatively new, are able to reach the top sales rankings. The population used in this study is the people of Yogyakarta who have purchased Scarlett products. The sampling technique used was non-probability sampling with accidental sampling technique with a total sample of 100 respondents. The analysis technique used in this study is the SEM analysis method. The test results show that celebrity endorser has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention. Electronic word of mouth has a positive and significant effect on purchase intention. Celebrity endorser has a positive and significant effect on purchasing decisions. Brand image has no significant positive effect on purchasing decisions. Electronic word of mouth has no effect on purchasing decisions. Purchase intention has a positive and significant effect on purchasing decisions. Purchase Intention is able to mediate Celebrity Endorse, Brand Image, and Electronic Word of Mouth on purchasing decisions Keyword: Brand Image; Celebrity Endorse; Electronic Word of Mouth; purchasing decisions; Purchase Intention ABSTRAK