PERAN BRAND IMAGE MEMEDIASI PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN - Pratiwi, Ni Putu Juni; Rastini, Ni Made (E-Jurnal Manajemen, 2023)
Penelitian ini bertujuan untuk menganalisis peran brand image dalam memediasi pengaruh celebrity endorser dan electronic word of mouth terhadap keputusan pembelian. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel 150 orang. Analisis data dilakukan dengan menggunakan path analysis. Hasil penelitian menunjukkan bahwa celebrity endorser dan electronic word of mouth berpengaruh positif dan signifikan terhadap brand image. Celebrity endorser, electronic word of mouth dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand image secara parsial memediasi pengaruh antara celebrity endorser dan electronic word of mouth terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa dalam meningkatkan keputusan pembelian konsumen, Scarlett Whitening harus memperhatikan faktor-faktor yang dapat mempengaruhi konsumen untuk membeli produk tersebut, seperti celebrity endorser, electronic word of mouth dan brand image.   This study aims to analyze the role of brand image in mediating the influence of celebrity endorsers and electronic word of mouth on purchasing decisions. This research was conducted in Denpasar City with a sample of 150 people. Data analysis was performed using path analysis. The results showed that celebrity endorsers and electronic word of mouth had a positive and significant effect on brand image. Celebrity endorsers, electronic word of mouth and brand image have a positive and significant effect on purchasing decisions. Brand image partially mediates the influence of celebrity endorsers and electronic word of mouth on purchasing decisions. The results of this study indicate that in improving consumer purchasing decisions, Scarlett Whitening must pay attention to factors that can influence consumers to buy these products, such as celebrity endorsers, electronic word of mouth and brand image.