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KENI KENI
Faculty Of Economic And Business, Universitas Tarumanagara, Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Business Management Journal Program Studi Manajemen

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Apakah Country Of Origin, Celebrity Endorsement, dan eWOM yang Dimediasi oleh Citra Merek dapat Memprediksi Niat Membeli Produk Skincare? Christian Halim; Keni Keni
Business Management Journal Vol 18, No 1 (2022): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v18i1.3156

Abstract

The increasing awareness of the Indonesian people to preserve their facial skin has invite many brands of skincare products to compete in the Indonesian market make the competition among them are increasingly fierce. So to excel in the competition, it is necessary to build a consumer's  purchase intention. There are various factors that can lead to consumer purchase intentions, including country of origin, celebrity endorsement, and electronic word of mouth (eWOM) which can also form a brand image. The purpose of this study is to investigate the role of country of origin, celebrity endorsement, and electronic word of mouth (eWOM) on purchase intention either directly or through brand image. The study used a quantitative research design. Data collection used a cross sectional approach. A total of 192 respondents filled out a online questionnaire through the google form that was sent to the respondents. The data were analyzed using a structural equation model using  Smart-PLS. The results showed that country of origin, celebrity endorsement, and electronic word of mouth (eWOM) can positively predict purchase intention, but country of origin cannot predict positively brand image, while celebrity endorsement and electronic word of mouth (eWOM) can positively predict brand image. In addition, brand image can also positively predict purchase intention. Country of origin and electronic word of mouth (eWOM) cannot positively predict purchase intention through brand image, while celebrity endorsements can positively predict purchase intention through brand image.
Co-Authors Ai Ping Teoh Alex Santana Alexandra Fenetta Alvin Putra Winata Anastasia Kristinawati Anastasia Silvi Andrea Anthony Halim Bella Sutanto Burmansah Burmansah Caecelia Cynthia Limanan Callista Callista Calvin Johari Chandra Yudha Cahyadi Christian Halim Christopher Edbert Ang Clarence Clarence Clarissa Cynthia Cynthia Delvin Valentino Agustinus Edi Surya Negara Evelina Larisa Sidharta Fidelius Marlfel Fidelius Marlfel Fincent Sutanto Fransisca I. R. Dewi Fransisca Iriani Roesmala Dewi Gaus Gunawan Halbert Kurniadi Helen Veronica Hendra Wijaya Hendro Hendro I Made Genta Wedangga Ika Nurul Febrianti Ivan Adrian Jacky Sona Putra Jap Tji Beng Jimmy Jap JONATHAN WILSON CHANDRA Jorken Jorken Juliana Juliana Kanto Kanto Kristian Wibisono Leonardo Lantang Leonardo Tan Marlyn Marlyn Martono Martono Meilia Japiana Meilia Japiana Michael Finley Mira Bella Mirtsa Zahara Hadi Nicco Dhitya Arya Winata Nicholas Wilson Nico Michael Bryan Nina Perlita Paulina Kristiani Purnama Dharmawan Rafaela Winata Rasji Rasji Rian Tanjung Rita Markus Idulfilastri Rita Markus Idulfilastri Sherly Sherly Sherly Sherly Silvia Agustina SOFIA PRIMA DEWI Solikhah, Nafiah Sri Tiatri Sri Tiatri Sri Wulandari Stanly Hidajat Sudarman Kosasih Tan, Pauline H. Pattyranie Theophilus Alpha Kristiawan Valentino Wijaya Valentino Wijaya Vanya Dwi Nanda Vellisa Yolanda Verena Sandra Esmeralda Vincent Vincent Vinka Vanlia Sianata VITA BRILIANA Wei Kiong Wendy Olivia Suherli Willi Nathanael Febrian Winnie Winnie Wulan Purnama Sari Yohanes Nuhadriel