PENGARUH CELEBRITY ENDORSMENT, ELECTRONIC WORD OF MOUTH, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PENGGUNA SEPATU COMPASS DI KOTA MADIUN)

Abstract

The purpose of this study was to determine the influence of celebrity endorsements, electronic word of mouth, and price perceptions on purchasing decisions through purchase intention as an intervening variable for users of Compass shoe products in Madiun City. The data source in this study is primary data where the data collection method uses a questionnaire method with a purposive sampling technique which is distributed to all users of Compass shoe products in Madiun City. The number of samples used amounted to 384 respondents. The research method used is a quantitative approach using Structural Equation Model (SEM) analysis with the help of SmartPLS (Partial Least Square) software version 4.0.9.5. The results of this study are celebrity endorsements, electronic word of mouth, and price perceptions that have a positive and significant effect on the intention to buy Compass shoe products in Madiun City. Celebrity endorsements, price perceptions, and purchase intention have a positive and significant effect on purchasing decisions, while electronic word of mouth has no effect on purchasing decisions for Compass shoes in Madiun City. Purchase intention can mediate the influence of celebrity endorsements, electronic word of mouth, and price perceptions on purchasing decisions for Compass shoe products in Madiun City.

Keywords: Celebrity Endorsement, Electronic Word of Mouth, Price Perception, Purchase Intention, Purchase Decision