Pengaruh Attractiveness Dan Likeability Celebrity Endorser Terhadap Purchase Intention Dimoderasi Oleh Role Of Closeness (Studi Pada Live Streaming Marketplace Shopee Indonesia)
Keywords:
Endorser Selebriti, Daya Tarik, Kesukaan, Niat Beli, Peran Kedekatan
Abstract
Beriringan dengan berkembangnya zaman yang dinamis pada era masa kini, pelaku usaha harus mengikuti perkembangan yang dinamis. Pelaku usaha harus selalu membuat strategi yang tepat dan terus bergerak agar tetap bertahan menghadapi persaingan, serta harus dapat menggugah hati calon pembeli untuk dapat melakukan purchase intention atau niat beli. Penelitian ini memiliki tujuan guna menjelaskan dan menganalisis pengaruh attractiveness dan likeability celebrity endorser terhadap purchase intention dimoderasi oleh role of closeness (Studi pada Live Streaming Marketplace Shopee Indonesia). Penelitian ini menggunakan teknik non-probability sampling. Jenis penelitian ini menggunakan metode deskriptif, dengan menghubungi total 215 responden melalui googleform. Temuan penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan attratctiveness celebrity endorser terhadap purchase intention, terdapat pengaruh positif dan signifikan likeability celebrity endorser terhadap purchase intention, Terdapat pengaruh positif dan signifikan role of closeness memoderasi likeability celebrity endorser terhadap purchase intention, terdapat pengaruh positif dan signifikan role of closeness memoderasi attratctiveness celebrity endorser terhadap purchase intention, terdapat pengaruh negatif dan signifikan role of closeness memoderasi likeability celebrity endorser terhadap purchase intention. Data dianalisis menggunakan teknik SEM (Structural Equation Model) dengan software WarpPLS 8.0.
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