Javascript must be enabled to continue!

The Influence Of Celebrity Endorser, Brand Image And Word of Mouth on Purchase Decision

The aims of this study to analyze the significant effect of celebrity endorser on word of mouth, to analyze the significant effect of brand image on word of mouth, to analyze the significant effect of celebrity endorser on brand image, to analyze the significant effect of celebrity endorser on purchase decision, to analyze the significant effect of brand image on purchase decision, to analyze the significant effect of word of mouth on purchase decision. to analyze the significant effect of celebrity endorser and word of mouth on purchase decision, to analyze the significant effect of brand image and word of mouth on purchase decision, to analyse the significant effect of celebrity endorser, brand image and word of mouth on purchase decision. The data collection in this study was by distributing questionnaires to 200 customer respondents in DKI Jakarta using MS Glow. In analyzing the research data, the Structural Equation Model (SEM) approach was used with the Lisrel application version 8.8. The results of this study are there is a positive and significant effect on e-satisfaction on electronic word of mouth, there is a positive and significant influence on e-trust on electronic word of mouth, there is a positive and significant influence on electronic word of mouth on repurchase intention, there is a positive influence and significant on e-satisfaction on repurchase intention, there is a positive and significant effect on e-trust on repurchase intention, there is a positive and significant effect on e-satisfaction on repurchase intention through electronic word of mouth, there is a positive and significant effect on e-trust on repurchase intentions through electronic word of mouth.

CV. Pusdikra Mitra Jaya

Ruth Natalina, Agung Kresnamurti Rivai, Andi Muhammad Sahdat

Journal of Management, Economic and Accounting (JMEA)

2024

Title: The Influence Of Celebrity Endorser, Brand Image And Word of Mouth on Purchase Decision

Description:

to analyze the significant effect of celebrity endorser and word of mouth on purchase decision, to analyze the significant effect of brand image and word of mouth on purchase decision, to analyse the significant effect of celebrity endorser, brand image and word of mouth on purchase decision.

The data collection in this study was by distributing questionnaires to 200 customer respondents in DKI Jakarta using MS Glow.

In analyzing the research data, the Structural Equation Model (SEM) approach was used with the Lisrel application version 8.

The results of this study are there is a positive and significant effect on e-satisfaction on electronic word of mouth, there is a positive and significant influence on e-trust on electronic word of mouth, there is a positive and significant influence on electronic word of mouth on repurchase intention, there is a positive influence and significant on e-satisfaction on repurchase intention, there is a positive and significant effect on e-trust on repurchase intention, there is a positive and significant effect on e-satisfaction on repurchase intention through electronic word of mouth, there is a positive and significant effect on e-trust on repurchase intentions through electronic word of mouth.

Back

Abstract. Celebrity Endorser refers to the use of advertising stars, artists, or other public figures to promote a product to attract consumers. Brand Image is the impression in co...

Pengaruh Kredibilitas Celebrity Endorser Natasha Wilona terhadap Brand Image Produk Kecantikan

Social media, which is currently active as a means of buying and selling online, raises activities to promote products that will be sold by several public figu...

Double Exposure

I. Happy Endings Chaplin’s Modern Times features one of the most subtly strange endings in Hollywood history. It concludes with the Tramp (Chaplin) and the Gamin (Paulette Godda...

PENGARUH CREDIBILITY ENDORSER DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK KOPI JANJI JIWA

Abstrak Penelitiain ini bertujuain untuk mengetahui pengaruh credibility endorser dan brand awareness terhadap purchase intention dengan brand image sebagai variabel mediasi pada ...

Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Lipstik Pixy (Studi Mahasiswi Manajemen 2017 Universitas Buana Perjuangan Karawang)

A B S T R A C TOne of the local cosmetic industries, namely Pixy, uses its product promotion through Celebrity Endorser on Instagram. The brand image owned by Pixy has a good image...

Allure of the Abroad: Tiffany & Co., Its Cultural Influence, and Consumers

Introduction Tiffany and Co. is an American luxury jewellery and specialty retailer with its headquarters in New York City. Each piece of jewellery, symbolically packaged in a blue...

PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK ERIGO DI YOGYAKARTA)

Abstract This research aims to determine the influence of brand image and celebrity endorsement on purchasing decisions through brand trust as an intervening variable in Eri...

The Effect of a Celebrity Endorser on Purchase Interest through Brand Image

In facing the fierce competition between shampoo products, P&G features Lionel Messi as its celebrity endorser. Lionel Messi is well-known by the public. He promotes Head &...

Email:
Password:

Email:

The Influence Of Celebrity Endorser, Brand Image And Word of Mouth on Purchase Decision

Related Results