COUNTRY OF ORIGIN, CELEBRITY ENDORSEMENT, DAN ELECTRONIC WORD OF MOUTH (eWOM) UNTUK MEMPREDIKSI PURCHASE INTENTION PRODUK KOSMETIK WAJAH (SKINCARE) INNISFREE DI JAKARTA: BRAND IMAGE SEBAGAI VARIABEL MEDIASI

HALIM, CHRISTIAN (2021) COUNTRY OF ORIGIN, CELEBRITY ENDORSEMENT, DAN ELECTRONIC WORD OF MOUTH (eWOM) UNTUK MEMPREDIKSI PURCHASE INTENTION PRODUK KOSMETIK WAJAH (SKINCARE) INNISFREE DI JAKARTA: BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

Text Christian Halim 115180339 JA.pdf Download (1MB)

Abstract

The purpose of this study was to test whether country of origin, celebrity endorsement, and electronic word of mouth (eWOM) can predict purchase intention of Innisfree facial cosmetic products (skincare) in Jakarta: brand image as a mediating variable. In this study, the number of samples was 192 respondents. The research design was descriptive with a cross-sectional approach. This study uses a non-probability sampling technique with convenience sampling method. The data analysis method uses smart partial least square (PLS) software. The results showed that country of origin could not predict positively the brand image of Innisfree facial cosmetic products (skincare) in Jakarta, country of origin and electronic word of mouth (eWOM) could not positively predict purchase intention of Innisfree facial cosmetic products (skincare) in Jakarta through the brand image. Keywords: country of origin, celebrity endorsement, electronic word of mouth (eWOM), brand image, purchase intention. Tujuan penelitian ini adalah untuk menguji apakah country of origin, celebrity endorsement, dan electronic word of mouth (eWOM) dapat memprediksi purchase intention produk kosmetik wajah (skincare) Innisfree di Jakarta: brand image sebagai variabel mediasi. Pada penelitian ini, jumlah sampel sebanyak 192 responden, desain penelitian adalah deskriptif dengan pendekatan cross-sectional. Penelitian ini menggunakan teknik pengambilan sampel non-probability sampling dengan metode convenience sampling. Metode analisis data menggunakan software smart partial least square (PLS). Hasil penelitian menunjukkan bahwa country of origin tidak dapat memprediksi secara positif brand image produk kosmetik wajah (skincare) Innisfree di Jakarta, country of origin dan electronic word of mouth (eWOM) tidak dapat memprediksi secara positif purchase intention produk kosmetik wajah (skincare) Innisfree di Jakarta melalui brand image. Kata kunci: country of origin, celebrity endorsement, electronic word of mouth (eWOM), brand image, purchase intention.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	20 Jun 2022 03:44
Last Modified:	24 Jul 2023 08:05
URI:	http://repository.untar.ac.id/id/eprint/36299

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