Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek
The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive samp...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang
2021-11-01
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| Series: | Jurnal Bisnis dan Manajemen |
| Subjects: | |
| Online Access: | https://jurnal.unmer.ac.id/index.php/jbm/article/view/6085 |
| _version_ | 1797811119966912512 |
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| author | Stefany Jeane Tayl Yunita Budi Rahayu Silintowe |
| author_facet | Stefany Jeane Tayl Yunita Budi Rahayu Silintowe |
| author_sort | Stefany Jeane Tayl |
| collection | DOAJ |
| description | The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive sampling method with a questionnaire. Data were analysed with SEM AMOS 24 with the results of the study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no significant direct effect on purchasing decisions. Intervening variable testing shows that there is an indirect effect between celebrity endorsers on purchasing decisions through brand image variables. |
| first_indexed | 2024-03-13T07:18:58Z |
| format | Article |
| id | doaj.art-4755580570f6472fab03b8b9237cc031 |
| institution | Directory Open Access Journal |
| issn | 1829-7528 2581-1584 |
| language | English |
| last_indexed | 2024-03-13T07:18:58Z |
| publishDate | 2021-11-01 |
| publisher | Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang |
| record_format | Article |
| series | Jurnal Bisnis dan Manajemen |
| spelling | doaj.art-4755580570f6472fab03b8b9237cc0312023-06-05T01:24:33ZengProgram Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka MalangJurnal Bisnis dan Manajemen1829-75282581-15842021-11-018227028110.26905/jbm.v8i2.60852900Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra MerekStefany Jeane Tayl0Yunita Budi Rahayu Silintowe1Universitas Kristen Satya WacanaUniversitas Kristen Satya WacanaThe main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive sampling method with a questionnaire. Data were analysed with SEM AMOS 24 with the results of the study: celebrity endorser has a positive and significant effect on brand image, and brand image has a positive and significant effect on purchasing decisions, then celebrity endorser has no significant direct effect on purchasing decisions. Intervening variable testing shows that there is an indirect effect between celebrity endorsers on purchasing decisions through brand image variables.https://jurnal.unmer.ac.id/index.php/jbm/article/view/6085brand imagecelebrity endorserpurchase decisionz-generation |
| spellingShingle | Stefany Jeane Tayl Yunita Budi Rahayu Silintowe Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek Jurnal Bisnis dan Manajemen brand image celebrity endorser purchase decision z-generation |
| title | Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek |
| title_full | Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek |
| title_fullStr | Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek |
| title_full_unstemmed | Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek |
| title_short | Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek |
| title_sort | celebrity endorser dan keputusan pembelian untuk generasi z efek mediasi citra merek |
| topic | brand image celebrity endorser purchase decision z-generation |
| url | https://jurnal.unmer.ac.id/index.php/jbm/article/view/6085 |
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