{"id":11569,"date":"2024-01-04T15:59:45","date_gmt":"2024-01-04T07:59:45","guid":{"rendered":"https:\/\/portal.fisip-unmul.ac.id\/site\/?p=11569"},"modified":"2024-01-04T15:59:45","modified_gmt":"2024-01-04T07:59:45","slug":"pengaruh-celebrity-endorser-brand-image-dan-electronic-word-of-mouth-terhadap-keputusan-pembelian-konsumen-produk-somethinc-series-serum-studi-pada-mahasiswa-universitas-mulawarman-dinda-noer-pr","status":"publish","type":"post","link":"https:\/\/portal.fisip-unmul.ac.id\/site\/?p=11569","title":{"rendered":"Pengaruh Celebrity Endorser, Brand Image dan Electronic Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Somethinc Series Serum. (Studi Pada Mahasiswa Universitas Mulawarman)  (Dinda Noer Pratiwi)"},"content":{"rendered":"<h2>Data Portal Mahasiswa S1<\/h2>\n<p>Submitted by: <strong>Noer Pratiwi, Dinda<\/strong><br \/>\nOn: <strong>Jan 4, 2024 @ 3:59 PM<\/strong> <br \/>\nIP: <strong>114.79.44.210<\/strong> <\/p>\n<ul id=\"fm-summary\">\n<li id=\"fm-item-judul\">   1. Title [Judul]: <strong>Pengaruh Celebrity Endorser, Brand Image dan Electronic Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Somethinc Series Serum. (Studi Pada Mahasiswa Universitas Mulawarman) <\/strong><\/li>\n<li id=\"fm-item-pengarang\"> 2. Creator [Pengarang\/ penulis]: <strong>Dinda Noer Pratiwi<\/strong><\/li>\n<li id=\"fm-item-katakunci\"> 3. Subject [Subjek dan kata kunci]: <strong>Celebrity Endorser, Brand Image, Electronic Word of Mouth, Keputusan Pembelian<\/strong><\/li>\n<li id=\"fm-item-abstrak\"> 4. Description [Abstrak] : <strong>Kesadaran akan kecantikan semakin meningkat di masyarakat Indonesia<br \/>\n sehingga keputusan dalam pembelian produk kecantikanpun mengalami peningkatan, seperti dalam Theory of Planned Behavior (TPB) yang didasarkan dari teori perilaku terencana dan digunakan sebagai grand theory pada penelitian ini.<br \/>\n Penelitian ini bertujuan untuk mengetahui pengaruh dari celebrity endorser, brand image dan electronic word of mouth terhadap keputusan pembelian. Penelitian ini<br \/>\n dilakukan dengan pendekatan kuantitatif melalui metode asosiatif dengan menggunakan skala likert. Teknik pengambilan sampel yang digunakan yaitu teknik nonprobability sampling dengan sampel sebanyak 100 responden dari konsumen produk Somethinc Series Serum Pada Mahasiswa Universitas Mulawarman. Penelitian ini menggunakan Statitical Package for The Social Science (SPSS Versi 24) untuk menguji hipotesis. Hasil dari penelitian ini menunjukkan terdapat pengaruh signifikan pada brand image, dan electronic word of mouth terhadap keputusan pembelian, sedangkan celebrity endorser tidak dapat berpengaruh signifikan terhadap keputusan pembelian. Namun, secara simultan ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian. Dengan adanya<br \/>\n penelitian ini membuktikan bahwa konsumen produk Somethinc Series Serum pada mahasiswa Universitas Mulawarman sangat memperhatikan brand image dari produk Somethinc Series Serum dan selalu mencari informasi dengan melalui electronic word of mouth sehingga dapat memutuskan keputusan pembelian terhadap produk Somethinc Series Serum.<\/strong><\/li>\n<li>  5. Publisher [Nama Lembaga Kontributor]: <strong>Program Studi Ilmu Administrasi Bisnis<\/strong><\/li>\n<li id=\"fm-item-pembimbing\">  6. Contributor [Pembimbing, promotor, ilustrator, produser, dll.] : <strong>Ana Noor Andriana, S.AB., M.AB <\/strong><\/li>\n<li id=\"fm-item-tanggal\"> 7. Date [Tanggal \/ tahun penciptaan atau penerbitan]: <strong>1 Agustus 2023<\/strong><\/li>\n<li id=\"fm-item-type\">8. Type: <strong>Artikel<\/strong><\/li>\n<li id=\"fm-item-permalink\">  9. Identifier\/ permalink [URL menuju konten di lembaga kontributor]: <strong><a href=\"http:\/\/ejurnal.seminar-id.com\/index.php\/ekuitas\/article\/view\/3885\/2184\">http:\/\/ejurnal.seminar-id.com\/index.php\/ekuitas\/article\/view\/3885\/2184<\/a><\/strong><\/li>\n<li id=\"fm-item-right\"> 10. Right [Contoh: CCL, MIT, Open Document, dll.]: <strong>Z Open Dokumen<\/strong><\/li>\n<\/ul>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_11569\" class=\"pvc_stats all  \" data-element-id=\"11569\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/portal.fisip-unmul.ac.id\/site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Data Portal Mahasiswa S1 Submitted by: Noer Pratiwi, Dinda On: Jan 4, 2024 @ 3:59 PM IP: 114.79.44.210 1. Title [Judul]: Pengaruh Celebrity Endorser, Brand Image dan Electronic Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Somethinc Series Serum. (Studi Pada Mahasiswa Universitas Mulawarman) 2. Creator [Pengarang\/ penulis]: Dinda Noer Pratiwi 3. Subject [Subjek dan [&hellip;]<\/p>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_11569\" class=\"pvc_stats all  \" data-element-id=\"11569\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/portal.fisip-unmul.ac.id\/site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-11569","post","type-post","status-publish","format-standard","hentry","category-data-portal-mahasiswa-s1"],"_links":{"self":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts\/11569","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11569"}],"version-history":[{"count":0,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts\/11569\/revisions"}],"wp:attachment":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11569"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11569"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11569"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}