Pengaruh Celebrity Endorser dan Viral Marketing yang berimplikasi pada Purchase Intention dengan Electronic Word of Mouth sebagai Variabel Mediasi
DOI:
https://doi.org/10.31328/jim.2023.021Kata Kunci:
Celebrity Endorser, Electronic Word of Mouth, Puchase Intention, Viral MarketingAbstrak
Penelitian ini bertujuan untuk menguji pengaruh dari endorsement selebriti dan pemasaran viral terhadap intensi pembelian melalui perantara electronic Word of Mouth (e-WOM). Dengan menggunakan metode kuantitatif dan Structural Equation Modeling (SEM) PLS pada sampel yang terdiri dari 94 responden pengguna produk skincare MS Glow di Pasuruan, studi ini memberikan wawasan mengenai bagaimana komunikasi pemasaran modern mempengaruhi perilaku konsumen. Hasil penelitian menunjukkan bahwa endorsement selebriti memiliki pengaruh signifikan terhadap e-WOM, namun tidak secara langsung berpengaruh signifikan terhadap intensi pembelian. Sebaliknya, e-WOM terbukti berpengaruh signifikan terhadap intensi pembelian. Demikian pula, pemasaran viral berpengaruh signifikan terhadap e-WOM, tetapi tidak langsung terhadap intensi pembelian. Namun, ketika dipertimbangkan melalui e-WOM, baik endorsement selebriti maupun pemasaran viral memiliki pengaruh yang signifikan terhadap intensi pembelian. Temuan ini menegaskan peran penting e-WOM dalam menghubungkan strategi pemasaran dengan keputusan pembelian konsumen, menawarkan wawasan berharga bagi para praktisi dalam merancang kampanye pemasaran yang efektif. Manfaat penelitian ini terutama terletak pada pemahaman yang lebih dalam tentang dinamika antara endorsement selebriti, pemasaran viral, e-WOM, dan intensi pembelian, memberikan panduan strategis untuk pemasar dalam industri kecantikan.
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