Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel)

Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel)

The main objective of this study is to investigate, describe and analyze the direct and indirect effect of endorsing, perceived value, and perceived usefulness on purchase intention. Statistical population of the present study is all viewer five food vloggers with the most subscribers on YouTube ch...

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Bibliographic Details
Main Authors: Dyajeng Puteri Woro Subagio, Dwita Laksmita Rachmawati
Format: Article
Language:Indonesian
Published: Universitas Merdeka Malang 2020-06-01
Series:Jurnal Manajemen Dan Kewirausahaan
Subjects:
endorser
perceived value
perceived usefulness
Online Access:http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3997/pdf

Internet

http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3997/pdf

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