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All Journal Jurnal Pendidikan Indonesia Jurnal Ilmiah Bahasa dan Sastra Jurnal Ilmiah Mahasiswa FIB LINGUAL: Journal of Language and Culture EXPOSURE JOURNAL English Teaching Journal : A Journal of English Literature, Language, and Education EnJourMe (English Journal of Merdeka) : Culture, Language, and Teaching of English JEES (Journal of English Educators Society) Jurnal Manajemen dan Kewirausahaan (JMDK) JMM (Jurnal Masyarakat Mandiri) Jurnal Bahasa Lingua Scientia YUME : Journal of Management Voices of English Language Education Society Jurnal Varian BISEI: Jurnal Bisnis dan Ekonomi Islam Elsya : Journal of English Language Studies IJECA (International Journal of Education and Curriculum Application) Jurnal EMA (Ekonomi Manajemen Akuntansi) IJECS: Indonesian Journal of Empowerment and Community Services Jurnal Sinestesia Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Mandiri Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA) Journal of English Language Teaching, Linguistics and Literature (JETLEE) Neraca Manajemen, Akuntansi, dan Ekonomi Revenue Manuscript i-Plural
Dwita Laksmita Rachmawati
Universitas Merdeka Pasuruan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

 1 
Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel) Dyajeng Puteri Woro Subagio; Dwita Laksmita Rachmawati
Jurnal Manajemen dan Kewirausahaan Vol 8, No 1 (2020): June 2020
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v8i1.3997

Abstract

The main objective of this study is to investigate, describe and analyze the direct and indirect effect of endorsing, perceived value, and  perceived usefulness on purchase intention. Statistical population of the present study is all viewer five food vloggers with the most subscribers on YouTube channel in Indonesia. This study uses questionnaires as the research instrument with 200 respondents as the sample. Sampling technique is purposive sampling. This study uses Partial Least Square (PLS) to analyze the data. The result shows there is a significant direct effect of endorser credibility on perceived value and perceived usefulness. In addition, perceived value and perceived usefulness have a significant influence on purchase intention. This study also confirms that perceived value and perceived usefulness mediates the influence of endorser credibility on purchase intention. However, the other result shows that there is no significant relationship between endorser credibility of food vlogger on purchase intention. Distance and price are the main reasons customer has no purchase intention of food product that has been reviewed by endorsers. https://doi.org/10.26905/jmdk.v8i1.3997 
Co-Authors Akramiah, Nurul Ali Mustofa Aslam Khan Atikahsari, Dwi Novi Bahrul Ulum Bambang Sutikno Devi Norma Rosita Dian Novita Dwi Budiarti Dyajeng Puteri Woro Subagio Fabiola Dharmawanti Kurnia Fadhilawati, Dian Fauzi, Adin Jamilaturrosida, Nur Joes Dwiharto Mansur, Moh Moh Mansur MUHAMMAD TAHAJJUDI GHIFARY Nico Irawan Nio Awanda Nehru Oikurema Purwati OIKUREMA PURWATI Oktafiah, Yufenti Prasetyanti, Widya Puspita Putri, Nadia Erika Rahayu, Inneke Febbyriyanti SLAMET SETIAWAN Sri Hastari Sri Hastari Sri Hastari Sri Hastari Sutikno, Bambang Tiara Rosalia Alfein VITA FIBRIYANI Widyarini Susilo Putri Yufenti Oktafiah Yufenti Oktafiah Yufenti Oktafiah