ANALISIS PENGARUH CELEBRITY ENDORSER/BRAND AMBASADOR, HARGA DAN DESAIN PRODUK YANG DIMEDIASI OLEH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI ONLINE SHOP SHOPEE
Studi Pada Konsumen Desstore Collection Serang Banten
Abstract
This research aimed to analyze the effects of celebrity endorser/brand ambasador, price, design product on brand image to purchase decision on Shopee at online shop Desstore Collection Serang. The research object which do in this case is the Desstore Collection consumer who has made a purchase. There are 100 respondents and this research used probability sampling by using simple random sampling technic. The data analyze technic which used in this case is the structural equation model (SEM) by Partial Least Square (smart PLS 3.0). The data is primary and uses a questionnaire online with open and closed questions. The result of this research 5 hypothesis accepted and 2 hypothesis rejected. The 5 hypothesis accepted are price and brand image positively affected to purchase intention, brand ambasador, price and design product positively affected to brand image. 2 hypothesis rejected is show celebrity endorser negatively affected to purchase intention and design product not significant but positively affected to purchaseintention.
References
Chan et.al.,2013. Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents, Young Consumers, Journal Of. Journal Of Consumer Marketing. Vol. 14 Issue: 2, pp.167-179, Hong Kong Baptist University, Hong Kong, China.
Evelina,Lina, Handoyo DW dan Sari Listyorini. 2012. Pengaruh Citra Merek,Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Kartu Pedana TelkomFlexi (studi Kaus Pada Konsumen TelkomFleksi di Kecamatan Kota Kudus Kabupaten Kudus). Dipenogoro of Journal Social and Politics.
Farhan,Muhammad Yusuf. 2015. Analisis Pengaruh Citra Merek, Desain Produk dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Produk Nike Indonesia. Journal Management. Universitas Diponegoro, Semarang.
Indraswari Ni Md mahadewi dan Komang, A. Pramudana. 2014. Pengaruh Kredibilitas Celebrity Endroser dan Kewajaran Harga Terhadap Niat Beli Konsumen. Jurnal Manajemen. Fakultas Ekonomi dan Bisnis Universitas Udayana
Knight, Elina Halonen and Leila Hurmerinta. 2010. Who Endorses Whom? Meaning Transfer in Celebrity Endorsement. Journal of Product and Brand Management. 19(6), pp:452-460.
Lee,Hsiang Ming et.al.,2011. Brand Image Strategy Affects Brand Equity After M&A.European Journal of Marketing. National Taiwan University. Taipei Taiwan.McCormick, K. 2016. Celebrity Endorsements: Influence Of a Product-Endroser Macth On Millenials Attitudes And Purchase Intention
Rachman,Januar Bayu dan Suryono Budi Santoso.2015. Analisis Pengaruh Desain Produk dan Promosi Terhadap Kemantapan Keputusan Pembelian yang di Mediasi oleh Citra Merek. Jurnal Management. Universitas Dipenogoro. Semarang
Reven Daniel dan Augusty Tae Ferdinand.2017. Analisis Pengaruh Desain Produk,Kualitas Produk, Harga Kompetitif, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Pelanggan Nesty Collection Jakarta). Jurnal Management. Universitas Diponegoro, Semarang
Rizki, Sinta Pamudyaning dan Mudiantono. 2016. Analisis Pengaruh Brand Ambassador, Kualitas Produk dan Harga Terhadap Brand Image Serta Dampaknya Rerhadap Keputusan. Jurnal Manajemen. Semarang
Robby,S., Augusty T.,F., dan I Made, S. 2016. Peningkatan Keputusan Pembelian Strategi Promosi Penjualan, Brand Positioning dan Perceived Quality yang Dipengaruhi Oleh Celebrity Endorse dan Inovasi Produk. Jurnal Sains Pemasaran Indonesia. Semarang
Sabunwala Zohra, 2013. Impact of Celebrity Brand Endorsement on Brand Image and Product Purchases-A Study for Pune Region of India. International Journal of Research in Business Management. 1(6): h: 37-42
Widyastuti, Sri Dan Muhammad Said. 2017.Consumer Consideration in Purchase Decision of SPECS Sports Shoes Product through Brand Image, Product Design and Price Perception. International Journal of Supply Chain Management. Pancasila University. Jakarta
Wu,Paul C.S., Gary Yeong-Yuh Yeh, dan Chieh-Ru Hsiao, 2010. The Effect of Store Image and Service Quality on Brand Image and Purchase Decision for Private Label Brand. Australasian Marketing Journal. Elsevier
Yulihasri, Md. Aminul, I., Ku, A., Ku, D. 2011. Factors that Influence Customers’ Buying Intention on Shopping Online. International Journal of Marketing Studies, 3(1), 128.
Indexing Databases:
