THE INFLUENCE OF BRAND EQUITY AND CELEBRITIES ENDORSERS ON PURCHASE DECISIONS WITH PURCHASE INTEREST AS AN INTERVENING VARIABLE (STUDY ON KF SKIN SKINCARE CONSUMERS IN LAMONGAN)
Article Sidebar
Main Article Content
Abstract
This research aims to determine the influence of brand equity and celebrity endorsers on purchasing decisions mediated by purchasing interest among Kf Skin skincare consumers in Lamongan. The sample in this study was 103 respondents. This study had a population of 138. The data collection method in this study used the method of distributing questionnaires on Google Foam and observing especially consumers in Randubener Village. Data analysis uses the SEM-PLS SmartPLS 3 program which consists of a measurement model test (Outer Model) consisting of convergent validity test, discriminant validity, Average Variance Extracted (AVE), Composite Reliability and Crombach's Alpha tests. Structural model (Inner Model) consisting of Determination Coefficient (R-Square), Path Coefficient, Hypothesis Test and Mediation Test. The results of this research are that brand equity has a negative and insignificant effect on purchasing decisions, celebrity endorsers have a positive and significant effect on purchasing decisions, brand equity has a positive and significant effect on purchasing decisions mediated by buying interest, celebrity endorsers have a positive and significant effect on purchasing decisions mediated by buying interest
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Alfutuh, A. U. (2020). Pengaruh Ekuitas merek Dan Sales Promotion Terhadap Keputusan Pembelian Melalui Minat Beli. Universitas Negeri Semarang, Semarang.
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model keputusan pembelian melalui kepuasan konsumen pada marketplace: Kualitas produk dan kualitas pelayanan (Literature review manajemen pemasaran). Jurnal Manajemen Pendidikan dan sosial,(3)
Pinki Silvia, Bode Lumanauw, Debry CA Lintong. Pengaruh Ekuitas merek, Citra merek, dan kualitas produk terhadap Keputusan pembelian konsumen (studi pada produk manzone di matahari megamall manado). Jurnal riset Ekonomi, Manajemen, Bisnis dan Akuntansi, Vol.10 No.1 Januari 2022.
Andika, Karolaus Wayan (2023). Pengaruh Brad Image, Brand Trust dan Celebrity Endorser terhadap Keputusan pembelian dengan minat beli sebagai variabel intervening pada Sepatu nike di soulmate. Universitas Mahasaraswati Denpasar.
Setyarini, E., & Sutanto, R. O (2020). Analisis Deskriptif testimoni dan selebgram Endorsement terhadap minat beli pada media sosial Instagram. Sianturi,CEM & Mulyaningsih, HD (2017)
Sya'idah, E. H. (2020). Pengaruh Ekuitas merek Terhadap Keputusan Pembelian. JMK (Jurnal Manajeman dan Kewirausahaan), Vol 5 No 3, 204-216.
Nedi Yansah, Zakaria Wahab, H. Muchsin Saggaf Shihab. Analisis Ekuitas merek dan Keputusan pembelian (Studi pada pegadaian syariah di kota Palembang). Journal Of Management and Business Review, Vol.15 No.1, 2018.
Karolus Wayan Andika (2023). Pengaruh Brand Image, Brand Trust dan Celebrity endorser terhadap Keputusan pembelian dengan minat beli sebagai variabel intervening pada nike di soulmate. Universitas Mahasaraswati Denpasar.