Analisis Celebrity Endorser, Electronic Word Of Mouth, dan Media Sosial Terhadap Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.26486/jpsb.v12i1.3806Keywords:
Celebrity Endorser, Electronic Word of Mouth, Social Media, Consumer Purchase Decision, Media Sosial,, Keputusan Pembelian KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser, electronic word of mouth, dan media sosial terhadap keputusan pembelian konsumen Scarlett Whitening. Penelitian ini dilakukan dengan pendekatan kuantitatif. Pengumpulan data primer dilakukan dengan menyebar kuesioner kepada sampel sebanyak 70 responden yang berusia minimal 17 tahun, melakukan pembelian produk di Daerah Istimewa Yogyakarta, dan melakukan pembelian produk Scarlett Whitening di antara bulan Januari 2021 sampai bulan Desember 2021. Analisis data yang digunakan pada penelitian ini adalah uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial celebrity endorser dan media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan tingkat signifikansi celebrity endorser sebesar 0,021 < 0,05, dan media sosial sebesar 0,003 < 0,05. Sedangkan electronic word of mouth tidak berpengaruh positif dan signifikan terhadap keputusan pembelian dengan tingkat signifikansi sebesar 0,705 > 0,05. Hasil uji determinasi diketahui bahwa besarnya persentase pengaruh celebrity endorser, electronic word of mouth, dan media sosial sebesar 0,295 atau 29%, artinya variabel celebrity endorser, electronic word of mouth, dan media sosial secara simultan mempengaruhi keputusan pembelian sebesar 29% sedangkan sisanya sebesar 71% dipengaruhi oleh variabel lain di luar penelitian ini. Media sosial merupakan variabel yang paling dominan berpengaruh dengan nilai koefisien beta (β3) paling besar yaitu 0,401.
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