PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN TALAMAK BAKERY MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING

Abstrak

Penelitian ini bertujuan untuk menguji seberapa besar pengaruh celebrity endorser dan electronic word of mouth terhadap keputusan pembelian talamak bakery melalui brand image sebagai variabel intervening. Metode pengumpulan data melalui survei dan mengedarkan kuisioner, dengan sampel 60 responden. Metode analisis yang digunakan structural equation modeling menggunakan smartpls. Hasil penelitian yang didapatkan terdapat pengaruh yang signifikan celebrity endorser terhadap brand image. Terdapat pengaruh yang signifikan electronic word of mouth terhadap brand image. Terdapat pengaruh yang signifikan celebrity endorser terhadap keputusan pembelian. Terdapat pengaruh yang signifikan electronic word of mouth terhadap keputusan pembelian. Terdapat pengaruh yang signifikan brand image terhadap keputusan pembelian. Terdapat pengaruh yang signifikan celebrity endorser terhadap keputusan pembelian melalui brand image. Terdapat pengaruh yang signifikan electronic word of mouth terhadap keputusan pembelian melalui brand image.

This research aims to test how much influence celebrity endorsers and electronic word of mouth have on purchasing decisions for Talamak Bakery through brand image as an intervening variable. The data collection method is through surveys and distributing questionnaires, with a sample of 60 respondents. The analytical method used is structural equation modeling using smartpls. The research results showed that there was a significant influence of celebrity endorsers on brand image. There is a significant influence of electronic word of mouth on brand image. There is a significant influence of celebrity endorsers on purchasing decisions. There is a significant influence of electronic word of mouth on purchasing decisions. There is a significant influence of brand image on purchasing decisions. There is a significant influence of celebrity endorsers on purchasing decisions through brand image. There is a significant influence of electronic word of mouth on purchasing decisions through brand image.