Setiana, Ria (2021) PENGARUH ELECTRONIC WORD OF MOUTH, CELEBRITY ENDORSER, DAN BRAND IMAGE TERHADAP NIAT BELI ULANG ( Studi Kasus Pada Pengguna Kosmetik Maybelline di Semarang ). Undergraduate thesis, Universitas Stikubank.
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Abstract
Niat beli ulang merupakan satu konstruk penting dalam menggambarkan bentuk loyalitas kosumen. Banyak penelitian sebelumnya telah dilakukan untuk menguji faktor yang mempengaruhi niat beli ulang merek Maybelline, dan hasinya berbeda –beda untuk tiap produk ataupun lokasi penelitian. Selanjutnya penelitian ini menguji pengaruh e-WOM, celebrity endoser, dan citra merek terhadap niat beli ulang. Populasi dalam penelitian ini adalah pengunjung outlet produk kosmetik di wilayah Semarang dan sekitarnya. Sebanyak 100 orang dipilih untuk menjadi sampel penelitian. Instrumen kuesioner didistribusikan secara online maupun offline. Analisis regresi linier berganda selanjutnya digunakan untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa e-WOM,celebrity endorser, dan citra merek diperoleh memiliki pengaruh positif signifikan terhadap niat beli ulang produk Maybelline dengan e-WOM merupakan variabel yang memiliki pengaruh terbesar. ABSTRACT Repurchase intention was an important construct in describing the form of consumer loyalty. Many previous studies had been conducted to examine the factors that influence MayBelline brand repurchase intention, and the results differ for product or location. Furthermore, this study examined the effect of e-WOM, celebrity endorser, and brand image on repurchase intention. The population in this study were visitors to cosmetic product outlets in Semarang and its surroundings. A total of 100 people were selected to be the research sample. The questionnaire instrument was distributed both online and offline. Multiple liier regression analysis was then used to test the hypothesis. The results showed that the e-WOM, celebrity endorser, and the brand image obtained had a significant positive effect on the repurchase intention of Maybelline products with e-WOM being the variable that had the greatest influence.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1843-NIM 16.05.51.0232 |
| Uncontrolled Keywords: | Kata kunci: e-WOM,celebrity endorser, citra merek, dan niat beli ulang. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 08 Jun 2021 07:27 |
| Last Modified: | 08 Jun 2021 07:27 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7881 |
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