Celebrity Endorser, E-Wom dan Harga yang Kompetitif terhadap Keputusan Pembelian Secara Online
Abstract
This study aims to determine the effect of Celebrity Endorser, E-WOM and competitive prices on online purchasing decisions for Ms Glow consumers at @msglowjemberid. The research method is descriptive quantitative. This study uses multiple linear regression analysis techniques to test the independent variables on the dependent variable. The sample used was 160 respondents. The results showed that Celebrity Endorser had a positive and significant effect on online purchasing decisions of 0.326. E-WOM has a positive and significant effect on online purchasing decisions of 0.456. While the price has a positive and significant effect on online decisions on Ms Glow consumers by 0.726. Through the coefficient of determination test, it is proven that Celebrity Endorser, E-WOM and Price influence purchasing decisions on Ms Glow consumers at @msglowjemberid by 66.4%, while 33.6% comes from other variables that are not in this study. In conclusion, the three variables, namely Celebrity Endorser, E-WOM and Price, have a positive and significant effect on online purchasing decisions for Ms Glow consumers at @msglowjemberid.
Keywords: Celebrity Endorser, E-WOM, Price, Online Purchase Decision
References
Kotler, P. (2002). Manajemen Pemasaran. Jakarta: PT. Prenhalindo
Kotler, P., & Amrstrong, G. (2008). Prinsip-prinsip Pemasaran. Jakarta: Erlangga
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran. Jakarta: Erlangga
Kotler, P., & Keller, K. L. (2016). Marketing Managemen. London: Pearson Education Inc
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74-89. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1949819
Lupiyoadi, H. (2006). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat
Romdonah, R., Fathoni, A., & Tri H. A. (2010). Pengaruh Inovasi Produk, Harga Dan Brand Image Terhadap Keputusan Pembelian Sepeda Motor Honda Beat (Studi Kasus Pada Konsumen Dealer Honda Pratama Kurnia Kasih). Journal of Product and Brand Management, 1-7. http://jurnal.unpand.ac.id/index.php/MS/article/viewFile/311/307
Setiadi, N. J. (2003). Perilaku Konsumen : Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Media
Shimp, T. (2007). Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga
Siswanty, Y. E., & Prihatini, A. E. (2020). Pengaruh Electronic Word Of Mouth, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Kosmetik Sariayu Martha Tilaar (Studi Pada Konsumen Wanita Sariayu Martha Tilaar Yang Berada Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(3), 380-388. https://ejournal3.undip.ac.id/index.php/jiab/article/view/28149
Yulia, E. (2020). Analisis Celebrity Endorser dan Core Product terhadap Keputusan Pembelian Produk KF Skin Care (Studi Kasus pada Mahasiswa Universitas Islam Lamongan). Jurnal Humaniora: Jurnal Ilmu Sosial, Ekonomi dan Hukum, 4(2), 209-216. http://jurnal.abulyatama.ac.id/index.php/humaniora/article/view/1353
