PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINTIFIC DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI BOYOLALI

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PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINTIFIC DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI BOYOLALI

Maya Astria Dewayani - Nama Orang; awan kostrad diharto - Nama Orang;

ABSTRACT This study aims to determine the influence of celebrity endorsers and electronic word of mouth on the buying interest of Skintific products with brand image as an intervening variable in Boyolali. This type of research is included in quantitative research. The population in this study is women domiciled in Boyolali Regency who know and have an interest in Skintific products. The sampling technique used is nonprobability sampling and the type of sampling is purposive sampling with a sample of 100 respondents. The variables used in this study consist of three, namely the dependent variable (Y), the independent variable (X) and the intervening variable (Z). The dependent variable in this study was buying interest. There are two independent variables in this study, namely celebrity endorsers and electronic word of mouth. As for the intervening variable in this study is brand image. The analysis methods used in this study are multiple linear regression analysis, path analysis and sobel test, while data processing uses the IBM SPSS 23 program. Based on the results of this study shows that celebrity endorsers and electronic word of mouth have a significant effect on brand image. Furthermore, in this study, it was shown that brand image has a significant effect on buying interest. The results also show that brand image can mediate the influence of celebrity endorsers on buying interest. In addition, brand image can also mediate the influence of electronic word of mouth on buying interest. Keywords: celebrity endorser, electronic word of mouth, brand image, and buying interest

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Judul Seri: -
No. Panggil: 2X6.1 MAY p 23
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023
Deskripsi Fisik: 21 cm, 129 halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.1
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Perbankan Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Maya Astria Dewayani

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BAB I_195211080

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