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PENGARUH ATRIBUT PRODUK, CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH (Studi Kasus pada Mahasiswi S-1 FISIP UNDIP) Sari, Dwi Oktaviana; Widiartanto, Widiartanto; Listyorini, Sari
Jurnal Ilmu Administrasi Bisnis Volume 4, Nomor 3, Tahun 2015
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

Nowdays, there are many cosmetic products have emerged and circulated in Indonesia. It makes many choices for the consumer to decide on the purchase of cosmetics. There are several factors that influence the consumer to purchase decisions. Based on the existing problems in this study that there is still a decrease in sales growth of the product of Wardah cosmetics per month and the results of the pre-survey interviews with 10 respondents indicated that the product attributes in terms of product packaging is not good enough, lacking of the respondents confidence towards the celebrity endorser, and there is still the negative word of mouth about Wardah cosmetic products. The purpose of this study is know the effect of product attribute, celebrity endorser and word of mouth towards purchasing decisions Wardah cosmetic products. The type of research is explanatory research. The number of sample were taken from 100 respondents with sampling purposive technique. In collecting data, the writer uses questioner and interview. In analyzing the data, the writer used method of crosstab, correlation, determination, simple linear regression, multiple linear regression, test of t and f. The results of the analysis showed that there is positive effect and significant between product attributes, celebrity endorser and word of mouth towards purchasing decision Wardah cosmetic products either partially or simultaneously. It is suggested that to increase the purchasing decision of the Wardah cosmetic products, the company should be able to make interesting packaging and the beauty advisors should be more interactive and communicative to the consumer, helding a workshop and tutorial make up along with celebrity endorser, and approaching the woman such as hijabers community so that in the future, it can be can the leaders opinion to increase word of mouth.
PENGARUH KOMPENSASI, PELATIHAN KERJA DAN BUDAYA ORGANISASI TERHADAP KINERJA KARYAWAN BAGINA PEMASARAN PT. NJONJA MENEER SERMARANG Sihotang, Jojor; Hermani, Agus; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Volume 4, Nomor 1, Tahun 2015
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

Keberhasilan suatu organisasi bisnis dapat dinilai dari kinerja yang dihasilkan secara keseluruhan, dengan karyawan sebagai faktor utama penilaian. Penelitian ini dilatarbelakangi oleh belum maksimalnya kinerja karyawan bagian pemasaran PT. Njonja Meneer Semarang dan fluktuatifnya penjualan yang dihasilkan selama lima tahun terakhir dengan penurunan yang paling signifkan pada tahun 2013. Tujuan dari penelitian ini adalah  untuk mengetahui pengaruh kompensasi, pelatihan kerja, dan budaya organisasi terhadap kinerja karyawan bagian pemasaran baik secara parsial aupun simultan. Jenis penelitian explanatory research dengan menggunakan sampel jenuh (nonprobability sampling) sebanyak 38 karyawan bagian pemasaran. Skala pengukuran menggunakan skala Likert. Analisis regresi linear dan berganda digunakan untuk membuktikan hipotesis dengan batuan SPSS 16.0. Hasil penelitian menunjukkan terdapat pengaruh yang kuat, positif dan signifikan antara kompensasi, pelatihan kerja, dan budaya organisasi terhadap kinerja karyawan bagian pemasaran baik secara parsial maupun simultan. Berdasarkan hasil penelitian, peneliti menyarankan agar perusahaan menambah keragaman jenis kompensasi, menambah besaran nilai kompensasi, lebih sering menyelenggarakan pelatihan kerja, menyesesuaikan materi pelatihan dengan kebutuhan dan mendukung serta mendorong karyawan dalam mengambil keputusan dan resiko pekerjaan.
PENGARUH PERCEIVED QUALITY DAN STORE ENVIRONMENT TERHADAP KEPUTUSAN PEMBELIAN ULANG MELALUI EXPERIENTIAL MARKETING SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Pasaraya Sri Ratu Pemuda Kota Semarang) Hafi, Ishmah Parameswari; Farida, Naili; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Volume 4, Nomor 3, Tahun 2015
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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The research was distributed by the presence of Pasaraya Sri Ratu which rivaled with the advent of new shopping centers, so Pasaraya Sri Ratu is not being placed as primary option by the customers. The purpose of this research is to find out the influence of perceived quality and store environment against curtomer repurchase decisions through experiential marketing. Sampling techniques using non probability sampling with the kind of purposive sampling. The respondents in this study amounts to 100 respondents. Used analysis in this study is the Path Analysis using SPSS software 20.0 for Windows, where the validity test, reliability, coefficient of correlation, simple and multiple regression analysis, the determination coefficient, test of significance (t-test and F-test) in advance have been done previously. The results of this study indicate that the perceived quality (X1) and store environment (X2) partially or simultaneous affect experiential marketing (Z) and customer repurchase decisions (Y). In this research, Path analysis results represent that experiential marketing variable is an intervening variable against repeated purchasing decisions variable.
PENGARUH KOMPENSASI, MOTIVASI KERJA DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN PT. PELABUHAN INDONESIA III (PERSERO) TERMINAL PETI KEMAS SEMARANG Prasetiyo, Catur; Pradhanawati, Ari; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Volume 4, Nomor 1, Tahun 2015
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Business companies need in managing factors labor. Problems related to the performance of labor are the low. The factors that can influence the occurrence of performance is motivation, work satisfaction, the level of stress, the physical condition, work, a system of compensation and workplace there are to research performance evaluation of the employee who decline and absentee an increase in the presence of an employee ( alpa and permit ). The purpose of this research to find out the influence of compensation, motivation and workplace work on the performance of an employee of PT. Pelabuhan indonesia III ( persero ) container terminal semarang. Type research used in this research is explanatory research with 64 respondents taken using a technique the sampling method of accidental. Data collection techniques using interviews and questionnaires. The validity of test data analysis using techniques, a test of reliability, regression analysis as well as simple and double t test and test with the assistance spss 20.0 f. The results of research suggests that compensation effect on employee performance, the motivation of employees and influential work on the performance impact on the performance of employees work environment. Compensation, the motivation of work and work environment jointly effect on employee performance. Compensation, motivation of work and work environment jointly impact on employee performance. It is suggested that PT. Pelabuhan indonesia III ( persero ) container terminal semarang can give overtime wages and benefits that right, position promotion opportunity to all employees, give a kind of intensive training and sustainable, seminar-seminar themes motivation of work, as well as undertaking controlling to his employees about any employee performance already performed and occasional give a kind of briefing ( briefing ) directly to every employee who had a low that the future is expected to reduce the level to make mistakes and to cultivate initiative and improve employees to finish work on time, as well as companies pay more attention to work environment by increasing employment facilities, comfort and security work so can support operating the company.
Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mobil Merek Toyota Avanza PT. Nasmoco Gombel Semarang Prasetiyo, Dedy; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

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Abstract: Toyota became the best-selling car brand in 2018 but sales of the Toyota Avanza have decreased in the last three to four years. This study aims to determine the effect of product quality and price on the decision to purchase a Toyota Avanza PT. Nasmoco Gombel Semarang (Study on Consumers of PT. Nasmoco Gombel Semarang). The type of research used by researchers is explanatory research. The sampling technique used in this study is the nonprobability sampling technique. The sample taken is 100 respondents, who are consumers of the Toyota Avanza brand at PT. Nasmoco gombel in 2016 to 2019. This study aims to determine the effect of product quality and price on purchasing decisions with the help of the IBM SPSS system version 23.0. Data-analysis methods used are validity, reliability, correlation, coefficient of determination, regression. simple, multiple regression, t test and F test. The results showed that the variable product quality had a significant effect on purchasing decisions for a Toyota Avanza by 19.8%. The price variable has a significant influence on the decision to purchase a Toyota Avanza by 10.4%. Price and product quality variables have a joint influence on purchasing decisions by 23.6%. So companies are advised to innovate product quality according to market desires and for PT. Nasmoco Gombel pays attention to the price offered to consumers. Keywords: Price; Product Quality and Purchase Decision Abstrak: Toyota menjadi merk mobil terlaris pada tahun 2018 namun penjualan Toyota Avanza mengalami penurunan dalam tiga sampai empat tahun terakhir.Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian mobil merek Toyota Avanza PT. Nasmoco Gombel Semarang (Studi pada Konsumen PT. Nasmoco Gombel Semarang). Tipe penelitian yang digunakan oleh peneliti adalah explanatory research. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah dengan teknik nonprobability sampling. Adapun sampel yang diambil sebanyak 100 responden, yang merupakan konsumen merek Toyota Avanza di PT. Nasmoco gombel pada tahun 2016 sampai 2019. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian dengan bantuan sistem IBM SPSS versi 23.0.Metode-analisis-data yang digunakan-yaitu uji validitas, realibilitas,-korelasi, koefisien determinasi, regresi sederhana, regresi berganda, uji t dan uji F. Hasil penelitian menunjukan bahwa variabel kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian mobil Toyota Avanza sebesar 19,8%. Variabel harga memiliki pengaruh yang signifikan terhadap keputusan pembelian mobil Toyota Avanza sebesar 10,4%. Variabel harga dan kualitas produk  memiliki pengaruh secara-bersama-sama terhadap keputusan-pembelian sebesar 23,6%.Maka perusahaan disarankan untuk melakukan inovasi kualitas produk yang  disesuaikan dengan keinginan pasar serta untuk PT. Nasmoco Gombel memperhatikan harga yang ditawarkan kepada konsumen. Kata Kunci: Harga, Kualitas Produk dan Keputusan Pembelian
Pengaruh Kepemimpinan, Budaya Organisasi, dan Manajemen Pengetahuan Terhadap Kinerja Karyawan: Studi Pada Karyawan Customer Service Kereta Api Logistics Indonesia asykari, azim; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 10, No 1 (2021)
Publisher : Universitas Diponegoro

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Abstract: This research entitled The Impact of Leadership, Organizational Culture, and Knowledge Management Systems on Employee Performance: A Case Study of Tangerang Logistics Train Customer Service, which was motivated by the progress of PT. Indonesia Railway Logistics in the field of logistics, especially in transportation problems, which are basically influenced by internal and external factors, internal factors such as leadership, organizational culture, knowledge management, have a major influence on the customer service as a person who is in direct contact with consumers.This research aims to prove whether leadership, organizational culture and knowledge management have an impact to the performance of customer service at PT. Indonesia Railway Logistics? This research uses quantitative methods to solve the problem. In this research, it is concluded that leadership (X1) has a significant and positive influence on customer service of PT Kereta Api Logisitics, Organizational culture (X2) has a significant and positive influence on customer service of PT Kereta Api Logisitics, Knowledge Management (X3 ) has a significant and positive influence on customer service of PT Kereta Api Logisitics, leadership (X1), Organizational Culture (X2), and Knowledge Management (X3) have a significant effect on customer service of PT Kereta Api Logisitics. Keywords: Performance; Leadership; Organizational Culture; Knowledge Management  Abstrak: Penelitian ini berjudul Pengaruh Kepemimpinan, Budaya Organisasi, dan Manajemen Pengetahuan Terhadap Kinerja Karyawan: Studi Pada Karyawan Customer service Kereta Api Logistics Indonesia yang dilatarbelakangi oleh kemajuan PT. Kereta Api Logistik dalam bidang logistik terutama dalam masalah angkutan, yang pada dasarnya dipengaruhi oleh faktor internal dan eksternal, faktor internal kepemimpinan, budaya organisasi, manajemen pengetahuan, memiliki pengaruh besar kepada customer service sebagai orang yang langsung bersentuhan dengan konsumen. Penelitian ini bertujuan untuk membuktikan apakah kepemimpinan, budaya organisasi dan manajemen pengetahuan memiliki pengaruh terhadap kinerja customer service di PT. Kereta Api Indonesia? Penelitian ini menggunakan metode kuantitatif untuk menyelesaikan masalah yang ingin dipecahkan. Pada penelitian ini menyimpulkan bahwa kepemimpinan (X1) memiliki pengaruh signifikan dan positif terhadap kinerja karyawan yaitu customer service PT Kereta Api Logisitics, budaya Organisasi (X2) memiliki pengaruh signifikan dan positif terhadap kinerja karyawan yaitu customer service PT Kereta Api Logisitics, knowledge Management (X3) memiliki pengaruh signifikan dan positif terhadap kinerja karyawan yaitu customer service PT Kereta Api Logisitics, kepemimpinan (X1), Budaya Organisasi (X2) , dan Knowledge Management (X3) memiliki pengaruh signifikan terhadap kinerja karyawan yaitu customer service PT Kereta Api Logisitic Kata Kunci: kinerja; kepemimpinan; budaya organisasi; manajemen pengetahuan
Pengaruh Brand Image, Brand Awareness Dan Product Quality Terhadap Keputusan Pembelian Laptop Merek Asus (Studi Pada Konsumen Laptop Asus Di Plasa Simpang Lima Semarang) Asnain, Khafid; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 10, No 1 (2021)
Publisher : Universitas Diponegoro

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Abstract: The need for technology is something that must be owned, because it can facilitate consumers to access information, do specific job, and the like. Therefore, the need of technology products is increasing. In the midst of this intense competition, Asus as one of the companies engaged in technology has decreased in sales. This study aims to determine the effect of brand image, brand awareness and product quality on purchasing decisions for Asus brand laptop products. The type of this study was explanatory research. Meanwhile, the sampling technique was nonprobability sampling techniques, and used purposive sampling techniques. Furtermore, the data collection technique was a questionnaire. The sample used in this study was 100 respondents who were Asus brand laptop consumers. This study used quantitative and qualitative analysis with validity test, reliability, coefficient correlation, coefficient determination, simple and multiple regression, significance t test and f test. This result is showed that variables of brand image, brand awareness and product quality had an effect on purchasing decision for Asus laptop products. Suggestion in this study are to improve in several aspects that Asus needs to do, especially brand image and brand awareness so thatt consumers impression of Asus as a laptop brand is getting better and remains strong and also improving product quality that can compete with products from other brand.Keywords: Brand Image; Brand Awareness; Product Quality; Purchasing Decisions. Abstrak: Kebutuhan akan teknologi menjadi sesuatu yang wajib dimiliki karena teknologi dapat memudahkan konsumen untuk mengakses informasi, melakukan suatu pekerjaan tertentu, atau yg lainnya. Oleh karena itu, kebutuhan terhadap produk teknologi menjadi meningkat. Ditengah persaingan yang ketat tersebut, Asus sebagai salah satu perusahaan yang bergerak dalam bidang teknologi mengalami penurunan. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand awareness dan product quality terhadap keputusan pembelian produk laptop merek Asus. Tipe penelitian adalah explanatory research. Teknik pengambilan sample yaitu menggunakan teknik nonprobability sampling dan teknik purposive sampling. Selanjutnya, pengumpulan data menggunakan kuesioner dan wawancara. Sampel yang digunakan sebanyak 100 responden sebagai konsumen laptop merek Asus. Kemudian penelitian ini menggunakan analisis kuantitatif dan kualitatif dengan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana dan berganda, signifikasi uji t dan uji f. Hasil penelitian menunjukkan variabel brand image, brand awareness dan product quality berpengaruh terhadap keputusan pembelian produk laptop merek Asus. Saran dalam penelitian ini adalah meningkatkan dalam beberapa aspek yang perlu dilakukan Asus terutama citra merek dan kesadaran merek agar kesan konsumen terhadap Asus sebagai merek laptop semakin baik dan tetap kuat serta peningkatan kualitas produk yang dapat menyaingi produk dari merek lain.Kata Kunci: Brand Image; Brand Awareness; Product Quality; Keputusan Pembelian
Pengaruh Ketidakpuasan dan Kebutuhan Mencari Variasi terhadap Perpindahan Merek (Studi pada Pelanggan IM3 Ooredoo di FISIP Undip) Wulandari, Hartika Intan; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

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Abstract: This study aims to decide the effect of dissatisfaction and variety seeking on brand switching of IM3 Ooredoo’s customers. The population used is all IM3 Ooredoo customers at the Faculty of Social and Political Sciences Diponegoro University, while the sample is 100 IM3 Ooredoo customers who switch brands to other brands using non probability sampling techniques. The result of the study show that dissatisfaction and variety seeking affect brand switching both partially and simultaneously, and have a posstive effect on brand switching, where dissatisfaction has a greater influence on brand switching compared to the need to find variation. The correlation coefficient of dissatisfaction variables and variety seeking on brand switching have a significant relationship. Some recommendations added based on those result. It is recommended that IM3 Ooredoo should improve the quality of the products offered, the quality of service in receiving customer complaints so that if there are complaints form customer it resolved quickly, besides that it is necessary to focus on ild and new customer satisfaction which expected to keep up with old and attractive customers and interest form new user. Keywords: Dissatisfaction; Variety Seeking; Brand Switching. Abstrak: Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh antara ketidakpuasan dan kebutuhan mencari variasi terhadap perpindahan merek. Populasi yang digunakan adalah seluruh pelanggan IM3 Ooredoo di Fakultas Ilmu Sosial dan Ilmu Politik di Universitas Diponegoro, sedangkan sampelnya adalah 100 pelanggan IM3 Ooredoo yang berpindah merek ke merek lain dengan menggunakan teknik pengambilan sampel non probability sampling. Hasil dari penelitian ini menunjukkan bahwa ketidakpuasan dan kebutuhan mencari variasi berpengaruh positif terhadap perpindahan merek baik secara parsial maupun simultan, dimana ketidakpuasan memiliki pengaruh yang lebih besar terhadap perpindahan merek dibandingkan dengan kebutuhan mencari variasi. Koefisien korelasi variabel ketidakpuasan dan kebutuhan mencari variasi terhadap perpindahan merek memiliki hubungan signifikan. Berdasarkan hasil tersebut maka disarankan supaya IM3 Ooredoo meningkat kualitas dari produk yang ditawarkan, kualitas pelayanan dalam menerima pengaduan pelanggan sehingga jika terdapat keluhan dari pelanggan akan teratasi dengan cepat, selain itu perlu memfokuskan terhadap kepuasan pelanggan lama maupun baru yang diharapkan bisa mempertahakan pelanggan lama dan menarik minat dari pengguna baru. Kata Kunci: Ketidakpuasan; Kebutuhan Mencari Variasi; Perpindahan Merek.
Pengaruh Perceived Quality Dan Perceived Value Terhadap Revisit Intention Melalui Satisfaction Sebagai Variabel Intervening (Studi pada Pengunjung Destinasi Wisata Museum Kretek Kudus) Masithoh, Dewi; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

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Abstract: The research.aims that to discover the influence between perceivd quality and perceived value against the revisit intention through satisfaction. The population is all visitors in the Kretek Kudus Museum, and the sampling collection technique uses the purposive .and accidental sampling. The type of ostudy is explanatory research. The data analysis in this research use software SPSS 20.0 for Windows, which is conducted validity, reliability, coefficient correlation, coefficient determination, simple and multiple regression tests, significance ( T-test and F-test) and then Sobel test. The Sobel test result stated that the satisfaction fully mediates between perceivd quality and perceivd value against revisit intention. Based on the coefficient-correlation test's analysis result, the variable of perceived quality and perceived value against the satisfaction has a strong relationship. Based on the result, the writer suggests for Kretek Kudus Museum to improve staff performance and facilities' quality to get good visitor perception related to perceived quality. Besides that, it necessary to focus on visitor satisfaction by giving high service to get visitor satisfaction and interest in visiting Kretek Kudus Museum Keywords: Perceived Quality; Perceived.Value; Satisfaction;, Revisit Intention Abstrak: Tujuan dilakukannya penelitian ini adalah mengetahui pengaruh antara perceived quality dan perceived valu terhadap revisit intention melalui satisfaction. Populasinya adalah seluruh pengunjung Museum Kretek Kudus, sedangkan sampelnya adalah 100 orang pengunjung Museum Kretek Kudus dengan menggunakan teknik pengambilan sampel purposive dan accidental sampling. Tipe penelitian ini adalah explanatory research. Pengolahan data pada penilitian ini menggunakan software SPSS 20.0 for Windows, dimana dilakukan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi sederhana dan berganda, uji signifikansi (uji t dan uji F), kemudian uji sobel. Hasil uji Sobel menunjukkan bahwa satisfaction  mampu memediasi penuh antara perceived quality dan perceived value terhadap revisit intention. Berdasarkan hasil analisis uji Koefisien korelasi variabel perceived quality dan perceived value terhadap satisfaction memilki hubungan yang kuat. Berdasarkan hasil tersebut maka disarankan agar Museum Kretek Kudus dapat meningkatkan kemampuan dalam meningkatkan kinerja staffnya, meningkatkan kualitas fasilitas yang ada sehingga persepsi pengunjung mengenai perceived quality baik, selain itu perlu memfokuskan pada kepuasan pengunjung dengan memberikan pelayanan yang tinggi sehingga akan menimbulkan satisfaction pada pengunjung dan berminat untuk mengunjungi Mueum Kretek Kudus. Kata kunci: Perceived Quality, Perceived Value, Satisfaction, Revisit Intention
Pengaruh Celebrity Endorser Terhadap Purchase Intention Melalui Brand Attitude Dan Brand Credibility Pada Produk Wardah Rukmana, Dwi Noviyanti; Widiartanto, Widiartanto
Jurnal Ilmu Administrasi Bisnis Vol 9, No 4 (2020)
Publisher : Universitas Diponegoro

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Abstract: The background of the study is the amount of cosmetics that appear in various types. In 2017 in Indonesia, there are 760 cosmetic companies, which increased by 20%. One of the cosmetics products in Indonesia is Wardah, which is produced by PT. Paragon Technology and Innovation, claimed as the first halal (permissible or lawful) cosmetic product in Indonesia. Wardah has received many achievement. However, it does not increase the consumen purchase intention. Based on the data there has been a decrease on sales growth in 2018 and 2019. This study aims to identify the influence of celebrity endorser to purchase intention through brand attitude and brand credibility as an intervening variable in the Wardah product. The type of this study is explanatory research, and the sampling technique uses a non-probability sampling technique. The data technique is obtained using the questionnaire and Google forms. The number of sample used 100 respondents who have used or currently use Wardah products. This study uses the validity test, reliability test, coefficient-correlation test, coefficient-determination test, simple regression test, significance test (t-test), and Sobel test. Keywords: Celebrity Endorser; Brand Attitude; Brand Credibility; Purchase Intention Abstrak: Penelitian ini dilatarbelakangi oleh semakin banyaknya kosmetik yang bermunculan dengan berbagai macam jenis. Pada tahun 2017 terdapat 760 perusahaan dibidang kosmetik yang ada di dalam negeri mengalami peningkatan sebesar 20%. Salah satu produk kosmetik yang ada di Indonesia yaitu Wardah yang di produksi oleh PT. Paragon Technology and Innovation. Wardah telah banyak mendapatkan berbagai penghargaan. Namun hal tersebut tidak membuat minat beli wardah terus meningkat hal ini ditunjukkan dengan data yang didapat yaitu terdapat penurunan persentase pertumbuhan penjualan pada tahun 2018 dan 2019. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser terhadap purchase intention melalui brand atttitude dan brand credibility sebagai variabel intervening pada produk Wardah. Tipe penelitian ini adalah explanatory research dan pengambilan sampel menggunakan teknik nonprobability sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner dan google form. Sampel yang digunakan yaitu sebanyak 100 responden yang pernah atau sedang menggunakan produk Wardah. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien relasi, koefisien determinasi, regresi sederhana, signifikansi uji t, dan uji sobel. Kata Kunci: Celebrity Endorser; Brand Attitude; Brand Credibility; Purchase Intention
Co-Authors Afifah Farhi Rofiana, Afifah Farhi Agil Listianto Agus Hermani Almira, Nadia Elma Amni Zarkasyi Rahman, Amni Zarkasyi Ardianti, Asri Nugrahani Ari Pradhanawati Asnain, Khafid Astuti, Arindi Rizqi asykari, azim Ayu Rizka Safitri, Ayu Rizka Balantazara Bisma Yohannes Sukabhakti, Balantazara Bisma Yohannes Bintang Yuniar, Bintang Bulan Prabawani Catur Prasetiyo Daryanto Seno, Agus Hermani Dwi Oktaviana Sari, Dwi Oktaviana Eko Wahyudi, Fendy Febrisa Pawestri Manggiasih, Febrisa Pawestri Fendy Eko Wahyudi, Fendy Eko Hanafitrah, Akbar Handoyo Djoko Waluyo Hari Susanta Nugraha Hutama Dhyanto Putra Ifrina Kurniasari Wahyudien, Ifrina Kurniasari Indah Woro Mahanani Ishmah Parameswari Hafi, Ishmah Parameswari Jojor Sihotang Juventia, Dilla Anggie Masithoh, Dewi MUCHAMMAD FAIZIN Mumpuni, Wahyuni Putri Naili Farida Nawazirul Lubis Ngatno Ngatno Paramitha Agdina Pusparini Patricia, Dini Arista Prana Sabrina Tamimi Prasetiyo, Dedy Prihandini, Dwi Rahayu Reni Shinta Dewi Rohmah, Dyah Nikmahtu Rukmana, Dwi Noviyanti Santhiko, Anggoro Saputra, Jumadil Sari Listyorini Sendhang Nurseto Shani Pranantiyo Sheila Zara Zakia, Sheila Zara Shinta Dewi, Reni Sudharto P. Hadi Tiara Yanuarista, Tiara Wahyu Hidayat Wulandari, Hartika Intan