Determinan Niat beli pada Customer Geprek BENSU: Peran E-Wom, Celebrity Endorser dan Customer Attitude

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Published Oct 28, 2021
https://doi.org/10.37339/e-bis.v5i2.554
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Vol. 5 No. 2 (2021)

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Ika Susilowati
Universitas Putra Bangsa

Abstract

Tujuan dari penelitian ini adalah untuk menjelaskan sikap konsumen sebagai mediasi pengaruh e-wom, celebrity endorser terhadap niat beli. Penelitian ini dilakukan pada customer Geprek Bensu. Pengambilan sampel menggunakan metode nonprobalibility sampling dengan teknik purposive sampling, dengan jumlah responden sebanyak 100 orang. Pengumpulan data menggunakan kuesioner dengan skala likert. Alat bantu pengolahan data menggunakan SPSS for windows versi 23.0. Hasil dari penelitian ini menunjukkan bahwa e-wom dan selebriti endorser memiliki  pengaruh positif terhadap sikap konsumen dan niat beli. Namun, sifat konsumen tidak berpengaruh positif terhadap niat beli. Sikap konsumen sebagai variabel mediasi juga tidak berpengaruh positif pada variabel e-wom dan selebriti endorser terhadap niat beli.

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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

LPPM Politeknik Piksi Ganesha Indonesia

How to Cite
Ika Susilowati. (2021). Determinan Niat beli pada Customer Geprek BENSU: Peran E-Wom, Celebrity Endorser dan Customer Attitude. Jurnal E-Bis, 5(2), 553-560. https://doi.org/10.37339/e-bis.v5i2.554

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