PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Geprek Ayam Bensu di Rawamangun Periode 2018)

MARLINA, ELLEN (2019) PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Geprek Ayam Bensu di Rawamangun Periode 2018). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap purchase intention melalui brand image sebagai variabel intervening pada Geprek Ayam Bensu di Jakarta Timur. Strategi penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dan penelitian asosiasi (association research). Adapun populasi penelitian adalah seluruh pelanggan Geprek Ayam Bensu di Jakarta Timur, sedangkan teknik sampel yang digunakan dalam penelitian ini adalah simple random sampling dengan menggunakan sebanyak 117 responden. Metode yang digunakan adalah penelitian kuantitatif. Teknik analisis yang digunakan adalah structural equation modeling analysis. Adapun hasil penelitian ini menunjukkan bahwa: (1) Celebrity endorsement tidak memiliki pengaruh yang signifikan terhadap purchase intention. (2) Brand image memiliki pengaruh yang signifikan terhadap purchase intention. (3) Celebrity endorsement memiliki pengaruh yang signifikan terhadap brand image. Kata Kunci: Celebrity endorsement, purchase intention, brand image. ABSTRACT The research purpose is to analyzed impact celebrity endorsement to purchase intention throught brand image as intervening variable on Geprek Ayam Bensu in East Jakarta. The strategy research used explanatory research and association research. The population is customers Geprek Ayam Bensu in East Jakarta and using sample as much 117 respondent. Method used quantitative research. The analyzing technique use structural equation modeling analysis. The result research is: (1) celebrity endorsement not have impact significant to purchase intention. (2) brand image have impact significant to purchase intention. (3) celebrity endorsement have impact significant to brand image. Key words: Celebrity endorsement, purchase intention, brand image.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMegayani, MegayaniUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 28 Dec 2021 04:37
Last Modified: 28 Dec 2021 04:37
URI: http://repository.stei.ac.id/id/eprint/6463

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