Artikel Ilmiah : C1B019102 a.n. ADISTYA CANTIKA PUTERI
| NIM | C1B019102 |
|---|---|
| Namamhs | ADISTYA CANTIKA PUTERI |
| Judul Artikel | Pengaruh Source Credibility dalam Memediasi Hubungan Antara Product Congruence dan Purchase Intention (Studi Pada Strategi Promosi Colorbox) |
| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan studi empiris yang bertujuan untuk menganalisis peran Key Opinion Leader sebagai endorser dengan melihat kesesuaian produk dengan endorser (product congruence) dan source credibility terhadap purchase intention. Sampel pada penelitian ini diambil menggunakan metode purposive sampling dan diambil sebanyak 231 responden. Berdasarkan hasil penelitian dengan menggunakan alat analisis Structural Equation Modeling (SEM) AMOS 24, hasil penelitian menunjukkan bahwa: (1) Product Congruence berpengaruh positif terhadap Source Attractiveness. (2) Product Congruence berpengaruh positif terhadap Source Trustworthiness. (3) Product Congruence berpengaruh positif terhadap Source Expertise. (4) Source Attractiveness tidak berpengaruh positif terhadap Purchase Intention. (5) Source Trustworthiness berpengaruh positif terhadap Purchase Intention. (6) Source Expertise berpengaruh positif terhadap Purchase Intention. (7) Product Congruence berpengaruh positif terhadap Purchase Intention. (8) Source Attractiveness memediasi hubungan antara Product Congruence dan Purchase Intention. (9) Source Trustworthiness memediasi hubungan antara Product Congruence dan Purchase Intention. (10) Source Expertise memediasi hubungan antara Product Congruence dan Purchase Intention. |
| Abtrak (Bhs. Inggris) | This research is empirical study that aims to to analyze the role of the Key Opinion Leader as an endorser by examined the influence of product congruence and source credibility on purchase intention. The sample in this research was 231 respondents who were taken using purposive sampling method. Based on the results of research using Structural Equation Modeling (SEM) AMOS 24 analysis tool, the results of this study show that: (1) Product Congruence has a positive effect on Source Attractiveness. (2) Product Congruence has a positive effect on Source Trustworthiness. (3) Product Congruence has a positive effect on the Source of Expertise. (4) Attractiveness does not have a positive effect on Purchase Intentions. (5) Source Trustworthiness has a positive effect on Purchase Intentions. (6) Source Expertise has a positive effect on Purchase Intentions. (7) Product Congruence has a positive effect on Purchase Intention. (8) Source Attractiveness mediate the relationship between Product Congruence and Purchase Intention. (9) Product Congruence has a positive effect on Purchase Intention. (8) Source Trustworthiness mediate the relationship between Product Congruence and Purchase Intention (10) Source Expertise mediate the relationship between Product Congruence and Purchase Intention. |
| Kata kunci | Key Opinion Leader. Product Congruence, Source Credibility, Purchase Intention. |
| Pembimbing 1 | Larisa Pradisti, S.E, M.Si |
| Pembimbing 2 | Chandra Suparno, SE, M.Si |
| Pembimbing 3 | Dr. Lusi Suwandari, SE, M.Si |
| Tahun | 2023 |
| Jumlah Halaman | 21 |
| Tgl. Entri | 2023-01-31 23:19:34.101741 |