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Pengaruh Celebrity Endorser Terhadap Purchase Intention Melalui Brand Attitude Dan Brand Credibility Pada Produk Wardah

*Dwi Noviyanti Rukmana  -  Universitas Diponegoro, Indonesia
Widiartanto Widiartanto  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: The background of the study is the amount of cosmetics that appear in various types. In 2017 in Indonesia, there are 760 cosmetic companies, which increased by 20%. One of the cosmetics products in Indonesia is Wardah, which is produced by PT. Paragon Technology and Innovation, claimed as the first halal (permissible or lawful) cosmetic product in Indonesia. Wardah has received many achievement. However, it does not increase the consumen purchase intention. Based on the data there has been a decrease on sales growth in 2018 and 2019. This study aims to identify the influence of celebrity endorser to purchase intention through brand attitude and brand credibility as an intervening variable in the Wardah product. The type of this study is explanatory research, and the sampling technique uses a non-probability sampling technique. The data technique is obtained using the questionnaire and Google forms. The number of sample used 100 respondents who have used or currently use Wardah products. This study uses the validity test, reliability test, coefficient-correlation test, coefficient-determination test, simple regression test, significance test (t-test), and Sobel test.

 

Keywords: Celebrity Endorser; Brand Attitude; Brand Credibility; Purchase Intention

 

Abstrak: Penelitian ini dilatarbelakangi oleh semakin banyaknya kosmetik yang bermunculan dengan berbagai macam jenis. Pada tahun 2017 terdapat 760 perusahaan dibidang kosmetik yang ada di dalam negeri mengalami peningkatan sebesar 20%. Salah satu produk kosmetik yang ada di Indonesia yaitu Wardah yang di produksi oleh PT. Paragon Technology and Innovation. Wardah telah banyak mendapatkan berbagai penghargaan. Namun hal tersebut tidak membuat minat beli wardah terus meningkat hal ini ditunjukkan dengan data yang didapat yaitu terdapat penurunan persentase pertumbuhan penjualan pada tahun 2018 dan 2019. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser terhadap purchase intention melalui brand atttitude dan brand credibility sebagai variabel intervening pada produk Wardah. Tipe penelitian ini adalah explanatory research dan pengambilan sampel menggunakan teknik nonprobability sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner dan google form. Sampel yang digunakan yaitu sebanyak 100 responden yang pernah atau sedang menggunakan produk Wardah. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien relasi, koefisien determinasi, regresi sederhana, signifikansi uji t, dan uji sobel.

 

Kata Kunci: Celebrity Endorser; Brand Attitude; Brand Credibility; Purchase Intention

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Keywords: Celebrity Endorser; Brand Attitude; Brand Credibility; Purchase Intention

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