SKRIPSI MBS

PENGARUH CELEBRITY ENDORSEMENT, E-WOM, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (STUDI KASUS PADA BRAND LOKAL SCARLETT WHITENING)

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ABSTRACT

This study aims to determine the effect of celebrity endorsement, E-
WOM, and brand image on purchase intention of local brand Scarlett Whitening.

Including the type of quantitative research. By analyzing two types of variables,
namely Celebrity Endorsement, E-WOM, and Brand Image as the independent
variable and Purchase Intention as the dependent variable. The sampling
technique was done by purposive sampling with 100 respondents.
Collecting data using a questionnaire with the respondent's criteria,
namely female users of social media Instagram and marketplace in Soloraya who
know products from the Scarlett Whitening brand. The data analysis technique of
this research is instrument test in the form of validity and reliability test, classical
assumption test in the form of normality, heteroscedasticity, and multicollinearity
test, model determination test in the form of determination test and F test, and
hypothesis test or T statistic with the help of IBM SPSS software.
This study shows the results that partially (1) Celebrity Endorsements
have a significant effect on Purchase Intention. Based on the results of research,
the marketing strategy applied by Scarlett Whitening by utilizing the fame and
ability of celebrities in conducting product reviews has been able to increase

consumer purchase intention in Soloraya for Scarlett Whitening products. (2) E-
WOM has an effect but not significant on Purchase Intention. The lack of intensity

of reviews given by consumers on social media for Scarlett Whitening products
makes potential consumers less interested in making purchases. And (3) Brand
Image has a significant effect on Purchase Intention with the highest coefficient
value of 0.197. Based on the research results, Scarlett Whitening's positive image
and Felicya Angelista's role as a celebrity and owner of the Scarlett Whitening
brand were able to increase consumer purchase intention in Soloraya. Then
simultaneously Celebrity Endorsement, E-WOM and Brand Image have a
significant effect on Purchase Intention.
Keywords: Celebrity Endorsement, E-WOM, Brand Image, Purchase Intention.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 INE p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 91 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Ines Nilam Anggraeni

Versi lain/terkait

Lampiran Berkas

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