PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR
<p><em>The rapid growth and increasing competition in the business of cosmetic product and also the more selective consumer, makes cosmetic companies do efforts in providing information about the products and create a positive association to attract potential customers. The purpose of th...
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Online Access: | http://ojs.unud.ac.id/index.php/jmbk/article/view/15800 |
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doaj-ab534886f75b4557a7174876e5f7b73a2020-11-24T20:52:49ZengUniversitas UdayanaJurnal Manajemen, Strategi Bisnis dan Kewirausahaan1978-28532302-88902015-10-019211392PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASARGusti Ayu Pangastuti Arsinta0Ni Made Purnami1Fakultas Ekonomi dan Bisnis Universitas UdayanaFakultas Ekonomi dan Bisnis Universitas Udayana<p><em>The rapid growth and increasing competition in the business of cosmetic product and also the more selective consumer, makes cosmetic companies do efforts in providing information about the products and create a positive association to attract potential customers. The purpose of this study is to determine the role of perceived value in mediating the effect of celebrity endorser credibility on purchase intention of Maybelline cosmetics products in Denpasar. The sample size was 70 people, determined with non-probability sampling methods, especially incidental and purposive sampling. The analysis technique used was PLS (Partial Least Square). The results of this study indicate that the celebrity endorser credibility influence positively purchase intention and perceived value. Additionally, perceived value has positive impact on purchase intention. Perceived value emerges as variable which mediate partially the effect of celebrity endorser credibility on purchase intention.</em></p>http://ojs.unud.ac.id/index.php/jmbk/article/view/15800celebrity endorser credibility, perceived value, purchase intention |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Gusti Ayu Pangastuti Arsinta Ni Made Purnami |
spellingShingle |
Gusti Ayu Pangastuti Arsinta Ni Made Purnami PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan celebrity endorser credibility, perceived value, purchase intention |
author_facet |
Gusti Ayu Pangastuti Arsinta Ni Made Purnami |
author_sort |
Gusti Ayu Pangastuti Arsinta |
title |
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR |
title_short |
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR |
title_full |
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR |
title_fullStr |
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR |
title_full_unstemmed |
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR |
title_sort |
peran persepsi nilai dalam memediasi pengaruh kredibilitas celebrity endorser terhadap niat beli produk kosmetik maybelline di kota denpasar |
publisher |
Universitas Udayana |
series |
Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan |
issn |
1978-2853 2302-8890 |
publishDate |
2015-10-01 |
description |
<p><em>The rapid growth and increasing competition in the business of cosmetic product and also the more selective consumer, makes cosmetic companies do efforts in providing information about the products and create a positive association to attract potential customers. The purpose of this study is to determine the role of perceived value in mediating the effect of celebrity endorser credibility on purchase intention of Maybelline cosmetics products in Denpasar. The sample size was 70 people, determined with non-probability sampling methods, especially incidental and purposive sampling. The analysis technique used was PLS (Partial Least Square). The results of this study indicate that the celebrity endorser credibility influence positively purchase intention and perceived value. Additionally, perceived value has positive impact on purchase intention. Perceived value emerges as variable which mediate partially the effect of celebrity endorser credibility on purchase intention.</em></p> |
topic |
celebrity endorser credibility, perceived value, purchase intention |
url |
http://ojs.unud.ac.id/index.php/jmbk/article/view/15800 |
work_keys_str_mv |
AT gustiayupangastutiarsinta peranpersepsinilaidalammemediasipengaruhkredibilitascelebrityendorserterhadapniatbeliprodukkosmetikmaybellinedikotadenpasar AT nimadepurnami peranpersepsinilaidalammemediasipengaruhkredibilitascelebrityendorserterhadapniatbeliprodukkosmetikmaybellinedikotadenpasar |
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