scholarly journals ANALISIS PENGARUH CELEBRITY ENDORSER/BRAND AMBASADOR, HARGA DAN DESAIN PRODUK YANG DIMEDIASI OLEH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI ONLINE SHOP SHOPEE

2020 ◽  
Vol 3 (1) ◽  
pp. 91-109
Author(s):  
Reni Febriani ◽  
Mirza Abdi Khairusy
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Simple Random Sampling ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Purchase Decision ◽  
Celebrity Endorser ◽  
Questionnaire Online

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.

scholarly journals The Influence of Celebrity Endorser on Purchase Intention with Perceived Quality as Mediating Variable

2020 ◽  
Vol 4 (3) ◽  
pp. 454-461
Author(s):  
Tharissa Kesturi ◽  
Rd. Nurafni Rubiyanti
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
Perceived Quality ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

The cosmetics industry is projected to continue to experience growth by the Indonesian Cosmetics Companies Association by 15% to Rp. 11.22 trillion from Rp. 9.76 trillion in 2012. One of the cosmetic brands in Indonesia is Wardah Cosmetic. The purpose of this study was to determine the effect of celebrity endorsers and Wardah Cosmetic's perceived quality on the buying interest. The method used in this research is the quantitative method, with the type of descriptive-causal analysis. Sampling with a non-probability sampling method with purposive sampling type with a sample size of 100 female consumers in the city of Bandung. The data analysis technique used is descriptive analysis technique and Partial Least Square - Structural Equation Model analysis. Based on SEM-PLS analysis, the celebrity endorser variable has a strong effect on purchase intention with a T-Statistics value of 7.486. Based on the moderation effect analysis, perceived quality perfectly mediates with a T-Statistics value of 1.124. The conclusion of this study, the variable perceived quality effectively influences as a perfect mediator towards celebrity endorsers and buying interest, which means that Wardah Cosmetic's use of celebrity endorsers is appropriate to affect the perceived quality of Wardah Cosmetic products and stimulate consumer buying interest.

scholarly journals PERAN IKLAN TELEVISI DAN CELEBRITY ENDORSEMENT POND’S TERHADAP PURCHASE INTENTION

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Atus Sholikah Alim ◽  
Endah Budiarti
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Celebrity Endorsement ◽  
Probability Sampling

Penelitian ini bertujuan membuktikan dan menganalisis pengaruh iklan televisi dan celebrity endorsement terhadap brand image produk POND’S, membuktikan dan menganalisis pengaruh brand image dan iklan televisi terhadap purchase intention produk POND’S serta membuktikan dan menganalisis pengaruh celebrity endorsement terhadap purchase intention produk POND’S. Populasi dalam penelitian ini adalah mahasiswa prodi ekonomi manajemen UNTAG Surabaya yang memakai produk Pond’s. Teknik pengambilan sampel non-probability sampling, dengan karakteristik berjenis kelamin laki-laki atau perempuan dengan usia minimal 17 tahun, pernah menonton iklan Pond’s minimal dalam rentang waktu 2 bulan terakhir, berdasarkan kriteria didapatkan sampel 140 responden. Motode analisa data menggunakan Structural Equation Model (SEM), dengan program Partial Least Square (PLS) dengan langkah pemodelan persamaan struktural berbasis PLS: Konseptualisasi model dan Evaluasi Model. Hasil penelitian iklan televisi dan celebrity endorsement berpengaruh signifikan terhadap brand image. Brand image dan iklan televisi berpengaruh signifikan terhadap purchase intention, Celebrity endorsement berpengaruh signifikan terhadap purchase intention.

scholarly journals ANALYSIS OF AFFECTING FACTORS ON PURCHASE DECISION OF SPORT SHOES "FAKE PRODUCT" OF GOLD'S GYM CONSUMERS IN WEST JAKARTA

2021 ◽  
Vol 2 (4) ◽  
pp. 537-550
Author(s):  
Christina Catur Widayati ◽  
Sarton Sinambela ◽  
Magito Magito ◽  
Khilyatin Ikhsani
Keyword(s):  
Data Analysis ◽  
Structural Equation ◽  
Country Of Origin ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Purchase Decision ◽  
Affecting Factors ◽  
Relationship Of ◽  
The City

The purpose of this study is to find out the factors which affect on purchase decision of fake (non-genuine) Nike sports shoes. Data analysis generally confirms the structural relationship of all variables, namely price and country of origin on brand image and its impact on purchase decision for fake (non-genuine) Nike shoes. This research was conducted on Gold's Gym consumers in the city area of ​​West Jakarta with a sample size of 130 respondents. The data analysis method used in this study is the Component or Variance Based Structural Equation Model where the data processing used Partial Least Square (Smart-PLS) version 3.2.9. The results show that all hypotheses can be accepted, except for the third hypothesis, which indicates that the country of origin does not effect on purchase decision.

scholarly journals PENGARUH PEMBERDAYAAN MASYARAKAT TERHADAP COMMUNITY BASED TOURISM DAN KESEJAHTERAAN MASYARAKAT PADA CEKING RICE TERRACE, TEGALLALANG

2021 ◽  
pp. 674
Author(s):  
Adi Suryawan ◽  
Made Suyana Utama
Keyword(s):  
Structural Equation ◽  
Simple Random Sampling ◽  
Equation Model ◽  
Community Empowerment ◽  
Partial Least Square ◽  
Least Square ◽  
Tourist Attraction ◽  
Community Based ◽  
Analysis Technique ◽  
Positive Effect

This study aims to determine the effect of community empowerment on community based tourism (CBT) and community welfare at the Ceking Rice Terrace tourist attraction, Tegallalang, Gianyar. The sample of this study were 88 people through simple random sampling. The data collection method used was questionnaire distribution. The data analysis technique used is the Structural Equation Model (SEM) with the Partial Least Square (PLS) approach. The results showed that community empowerment had a positive effect on CBT and community welfare, community empowerment and CBT had a positive effect on community welfare, and CBT was able to positively mediate the effect of empowerment on community welfare. Community empowerment should be further improved because there are still many people who do not participate in the development of tourist objects, especially Ceking Rice Terrace, which causes economic disparities in Tegallalang Village and there are still people who do not have a job, or in other words, the welfare of the community has not yet been realized.

scholarly journals Factors Affecting the Intention to Buy Halal Food by the Millennial Generation: The Mediating Role of Attitude

2019 ◽  
Vol 14 (2) ◽  
pp. 175 ◽  
Author(s):  
Lilis Mega Setiawati ◽  
Chairy Chairy ◽  
Jhanghiz Syahrivar
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Method ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Path Coefficient ◽  
Halal Food ◽  
The Relationship

<p>The increasing Muslim population in recent years has resulted in an increased demand for halal food. This study aims to determine the effect of religiosity, awareness of halal food, and attitude towards halal food on purchase intention by millennial generations. This research is quantitative research with survey analysis method. The data used in this study is primary data using a questionnaire as a research instrument. The researchers surveyed 230 Muslim respondents of millennial age at President University. The sampling technique used in this study is judgment sampling method. Data analysis was performed using Partial Least Square-Structural Equation Model (PLS-SEM) software, namely SmartPLS version 3.2.8. The hypotheses were tested through path coefficient, t-Significance, p-Value, and determination coefficient (R²). Based on the results of this study, it is found that: 1) halal awareness has a significant effect on attitude towards halal food, 2) religiosity, halal awareness and attitude towards halal food each has a significant effect on purchase intention of halal food and finally, 3) halal awareness as mediated by attitude towards halal food has an effect on purchase intention of halal food. Whereas the relationship between religiosity and attitude towards halal food and the relationship between religiosity and purchase intention of halal food as mediated by attitude towards halal food cannot be supported. The result of this research is useful to predict the future of the halal industry in Muslim-majority countries. It is recommended that food marketers should consider these elements when producing and preparing marketing campaigns for halal foods.</p><p><em><strong>Bahasa Indonesia Abstrak</strong>: Meningkatnya populasi Muslim akhir-akhir ini berakibat pada meningkatnya permintaan terhadap makanan halal. Studi ini dimaksudkan untuk mengetahui pengaruh religiositas, kesadaran terhadap makanan halal, dan sikap terhadap makanan halal, terhadap intensi membeli makanan halal di kalangan generasi milenial. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode survai. Data yang digunakan merupakan data primer yang diperoleh dengan menggunakan kuesioner sebagai instrumen penelitian. Sampel penelitian adalah 230 orang Muslim dari generasi milenial di President University. Teknik sampling yang digunakan adalah judgment sampling method. Analisis data dilakukan dengan menggunakan Partial Least Square-Structural Equation Model (PLS-SEM) software, yaitu SmartPLS version 3.2.8. Hipotesa penelitian diuji dengan melihat nilai koefisien jalur, nilai t, nilai p, dan koefisien determinsasi (R²). Berdasarkan hasil analisis data, ditemukan bahwa: 1) kesadaran halal mempengaruhi sikap terhadap makanan halal secara signifikan, 2) religiositas, kesadaran halal, dan sikap terhadap makanan halal, masing-masing memiliki pengaruh yang signifikan terhadap intensi membeli makanan halal, 3) sikap terhadap makanan halal memediasi pengaruh kesadaran halal terhadap intensi membeli makanan halal. Hasil penelitian juga memperlihatkan bahwa pengaruh religiositas atas sikap terhadap makanan halal tidak didukung data, demikian pula sikap terhadap makanan halal tidak memediasi pengaruh religiositas terhadap intensi membeli makanan halal. Hasil penelitian ini diharapkan bermanfaat untuk memperkirakan masa depan industri Halal di negara yang berpenduduk mayoritas Muslim. Para pemasar makanan perlu </em><em>mempertimbangkan variabel yang digunakan dalam penelitian ini ketika menghasilkan dan mempersiapkan kampanye pemasaran untuk makanan halal.</em></p>

scholarly journals Pengaruh Pandemik Covid-19 Terhadap Pendapatan Tempat Wisata dan Kinerja Karyawan Pariwisata di Jakarta

2020 ◽  
Vol 1 (1) ◽  
pp. 1-14
Author(s):  
Soehardi Soehardi ◽  
Diah Ayu Permatasari ◽  
Janfry Sihite
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Employee Performance ◽  
Simple Random Sampling ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Tourist Attractions ◽  
Work From Home ◽  
Average Variance

This study aims to determine the impact of the co-19 pandemic on the tourism industry, especially tourism and entertainment revenue as well as the performance of tourism employees in Jakarta. The research method used is a quantitative research method with composite reliability analysis, cronbach's alpha, average variance extracted, t test and r square using Partial Least Square (PLS) Structural Equation Model (SEM). The population in this study were all tourism employees in Jakarta using simple random sampling data obtained amounted to 93. There is a significant influence of the covid-19 pandemic on the performance of tourism employees in Jakarta. The longer the covid-19 pandemic, the more influence on the decline in the performance of tourism employees. The most dominant of covid-19 pandemic indicator is the inherent risk of covid-19 transmission compared to other indicators such as massive testing, equipment availability and health protocols. The most dominant of employee performance indicator is task performance by way of work from home and work from office when compared to other indicators such as adaptive performance or contextual performance. Temporary closure of tourist attractions and entertainment has a negative impact on the decline in tourism employee performance such as employee reductions, salary deduction and incentives and layoffs. There is a significant influence of the co-19 pandemic on the revenue of tourist attractions in Jakarta. The longer of covid-19 pendemic, the more influence on income decreases tourist attractions. The most dominant indicator of tourist and entertainment revenue is the amount of original regional revenue from the tourism and entertainment tax sector. There is a significant influence of tourist attraction revenue on the performance of tourism employees in Jakarta. Revenue of tourist attractions decreases, then the effect on the decline in the performance of tourism employees. Keywords: covid-19 pandemic, revenue of tourism places and tourism employee performance   Abstrak Penelitian ini bertujuan untuk mengetahui dampak pandemik covid-19 pada industri pariwisata, khususnya pendapatan tempat wisata dan hiburan serta kinerja karyawan pariwisata di Jakarta. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan analisis composite reliability, cronbach’s alpha, average variance extracted, uji t dan r square menggunakan Partial Least Square (PLS) Structural Equation Model (SEM). Populasi dalam penelitian ini adalah seluruh karyawan pariwisata di Jakarta dengan menggunakan simple random sampling diperoleh data berjumlah 93. Pengaruh yang signifikan pandemik pandemik covid-19 terhadap kinerja karyawan pariwsata di Jakarta. Semakin lama pandemik covid-19, maka semakin berpengaruh pada penurunan kinerja karyawan pariwisata. Indikator pandemik covid-19 yang paling dominan adalah resiko inheren penularan covid-19 dibandingkan dengan indikator lainnya seperti massive testing, equipment availability dan protokol kesehatan. Indikator kinerja karyawan yang paling dominan adalah kinerja tugas atau task performance dengan cara work from home and work from office apabila dibandingkan dengan indikator lainnya seperti kinerja adaptif atau adaptive performance and kinerja kontektual atau contextual performance. Penutupan sementara tempat wisata dan hiburan berdampak negatif pada penurunan kinerja karyawan pariwisata seperti pengurangan karyawan, pemotongan gaji dan insentif serta pemutusan hubungan kerja (PHK). Pengaruh pandemik covid-19 terhadap pendapatan tempat wisata di Jakarta. Semakin lama pendemik covid-19, maka semakin berpengaruh pada penurunan pendapatan pendapatan tempat wisata. Indikator pendapatan tempat wisata dan hiburan yang paling dominan adalah jumlah penerimaan asli daerah dari sektor pajak wisata dan hiburan. Pengaruh pendapatan tempat wisata terhadap karyawan pariwsata di Jakarta. Pendapatan tempat wisata semakin menurun, maka berpengaruh pada penurunan kinerja karyawan pariwisata. Kata kunci: pandemik covid-19, pendapatan tempat wisata dan kinerja karyawan pariwisata.

scholarly journals The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

2021 ◽  
Vol 2 (5) ◽  
pp. 1743-1754
Author(s):  
Soegeng Wahyoedi ◽  
Saparso ◽  
Miki Effendi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Fossil Fuels ◽  
Brand Image ◽  
Renewable Energy Sources ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Electric Cars ◽  
Electric Car

The development of environmentally friendly vehicles is currently a global trend among car manufacturers. This is in addition to being triggered by regulations from countries that have committed in the 2016 Paris agreement to reduce greenhouse gas emissions and save fossil-based fuels that will run out, considering that fossil fuels are a type of non-renewable natural resource. For this reason, the global automotive industry has begun to produce electric cars, which are referred to as renewable energy sources, and to reduce carbon emissions. Because this electric car is a new product, researchers are interested in knowing how someone is buying an electric car. One of the elements that influence a person's buying interest is the price. Besides the price, buying interest is also influenced by promotion. With the proper promotion, it can encourage people to buy. Therefore, this study wanted to examine the effect of price and promotion on buying interest mediated by brand image. Sampling using non-probability sampling and purposive sampling with criteria for the general public living in Jabodetabek who already have a car and can buy a car. Data analysis in this study used a Structural Equation Modeling (SEM) approach based on Partial Least Square. This study found that price, promotion, and brand image had a significant and positive effect on buying interest. Brand image mediates significantly and positively the relationship between price and promotion on purchase intention.

scholarly journals PENGARUH BRAND EXTENSION DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ENDURO MATIC-G MELALUI CITRA MEREK (Survey Pada Konsumen Pengguna Enduro Matic-G di Kota Serang)

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Agus Sulaiman ◽  
Djasuro Surya ◽  
Daenulhay Kamsin
Keyword(s):  
Product Quality ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Extension ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Survey Method ◽  
Purchasing Decisions ◽  
Purchasing Decision

New product marketing through brand extension strategies that are supported by product quality which said to be successful if the extension products are acceptable and make better consumer decisions. This study aims to determine the direct or indirect influence of brand extension and product quality on customer purchasing decisions through brand image Enduro Matic G. Research using survey method conducted on 110 customers Enduro Matic G in Serang City. Data analysis using Structural Equation Model of Partial Least Square (SEM PLS) with the result of research obtained 1) brand extension have a positive and significant effect on purchasing decision; 2) product quality has a positive and significant effect on purchasing decision; 3) brand extension has no effect on brand image; 4) product quality has a positive and significant effect on brand image and 5) brand image has no effect on customer purchasing decision of Enduro Matic-G. Brand extensions and good product quality are proven to make better customer purchasing decisions, but can not make the Enduro Matic G brand image better in the eyes of its customers.

scholarly journals Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty pada Pelanggan BonCabe di Jakarta: Customer Satisfaction debagai Variabel Mediasi

2021 ◽  
Vol 5 (1) ◽  
pp. 16
Author(s):  
Cindy Irawati
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Model ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Positive Effect

The purpose of this study is to explore the effect of Brand Experience, Brand Image, Customer Satisfaction on Brand Loyalty for BonCabe customers in Jakarta. Variables used are Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. This is a descriptive research that use non-probabilistic sampling method (240 data closed-questions questionnaires, 7 scale of Likert, compiled in 2019-2020 from BonCabe customers in Jakarta). The data analysis technique is using SEM (Structural Equation Model) methodology (using software: Partial Least Square 3) with α = 0,05. The results are: (1) a) brand experience and b) brand image has a significant and positive effect toward customer satisfaction of BonCabe in Jakarta. (2) a) brand experience and b) brand image has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (3) customer satisfaction has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (4) customer satisfaction could mediate a) brand experience and b) brand image so that they have significant and positive effect toward brand loyalty of BonCabe in Jakarta. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience, Brand Image, Customer Satisfaction terhadap Brand Loyalty pada produk bernama BonCabe di wilayah Jakarta. Variabel yang digunakan adalah Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. Data yang digunakan adalah data yang dikumpulkan di tahun 2019-2020. Teknik pengumpulan data menggunakan kuesioner tertutup 7 skala Likert, yang menggunakan metode SEM (Structural Equation Model) diolah menggunakan software PLS (Partial Least Square 3) dengan nilai α = 0,05. Hasil analisis menyimpulkan bahwa (1) Terdapat pengaruh a) brand experience dan b) brand image terhadap customer satisfaction BonCabe di Jakarta. (2) Terdapat pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta. (3) Terdapat pengaruh customer satisfaction terhadap brand loyalty BonCabe di Jakarta. (4) Terdapat customer satisfaction yang dapat memediasi pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta.

scholarly journals Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest

2020 ◽  
Vol 4 (2) ◽  
pp. 264-274
Author(s):  
Sutiyati Sutiyati ◽  
Henny Welsa ◽  
Ambar Lukitaningsih
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Original Sample ◽  
P Values

ABSTRACTThe purpose of this research is to determine the most influential and important variables that cause the low totally of the peoples has been visited at Parangtritis beach Yogyakarta in accordance with the problems that have been formulated. A sample size of 97 that can represent the population is determined using the Krejcie-Morgan method. The method of analysis in this study is to use a variance-based analysis of Structural Equation Modeling (SEM), namely Partial Least Square (PLS). The sampling technique in this study is accidental sampling using a questionnaire instrument. Social media variables have a positive and significant effect on purchase decision by showing p values of 0.000; brand image variable has a positive and significant effect on purchase decision with p values of 0.018; social media variables has a positive and significant effect on buying interest and p values of 0.008; brand image variable has a positive but not significant effect on work stress with an original sample value of 0.213 and a p value of 0.129; buying interest variables have a positive and significant effect on purchase decision as evidenced by the original sample value of 0.014 and p values of 0.764; buying interest as intervening influences has effect on relationship between social media variables and purchase decision with zscore (2.67)> ztable (1.96); buying interest as an intervening has not effect on relationship between brand image and purchase decision  with  zscore (1.08)< ztable (1.96).Keywords: Social media, Brand image, buying interest, purchase decision

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