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All Journal Journal of Economic, Bussines and Accounting (COSTING) Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan
Fadilah Rizki Solikhah
Universitas Negeri Surabaya
Arts Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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PENGARUH BRAND AMBASSADOR ARTIS AMANDA MANOPO DAN ARYA SALOKA TERHADAP NIAT BELI KONSUMEN MELALUI PERSEPSI RISIKO PADA IKLAN (STUDI PADA SHOPEE INDONESIA) Fadilah Rizki Solikhah
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan Vol. 1 No. 7 (2022): June
Publisher : PENERBIT LAFADZ JAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v1i7.133

Abstract

Information technology has progressed very rapidly so that it requires business actors to take advantage of technological advances for the application of their business. Business competition is getting tougher and dynamic with the times, companies often compete and show each other competition through the advertisements they make. This study purpose is to explain and analyze the effect of brand ambassadors on consumer purchase intentions by examining an intervening variable, specifically the perception of risk in advertising. This study employs a technique known as non-probability sampling. This type of research employs descriptive methods, contacting a total of 239 respondents via Google Form. techniques for data analysis utilizing path analysis. The findings of this study indicate that brand ambassadors have a negative and significant influence on risk perception, that risk perception has a negative and significant influence on purchase intention, and that brand ambassadors have a positive and significant influence on purchase intention. Shopee and business actors can use the results of this research to determine the appropriate brand ambassador so that consumers' minds about the risks that occur when doing online shopping are reduced and will later lead to purchase intentions.
Pengaruh Attractiveness Dan Likeability Celebrity Endorser Terhadap Purchase Intention Dimoderasi Oleh Role Of Closeness (Studi Pada Live Streaming Marketplace Shopee Indonesia) Fadilah Rizki Solikhah; Sri Setyo Iriani; Yessy Artanti Artanti
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11368

Abstract

Beriringan dengan berkembangnya zaman yang dinamis pada era masa kini, pelaku usaha harus mengikuti perkembangan yang dinamis. Pelaku usaha harus selalu membuat strategi yang tepat dan terus bergerak agar tetap bertahan menghadapi persaingan, serta harus dapat menggugah hati calon pembeli untuk dapat melakukan purchase intention atau niat beli. Penelitian ini memiliki tujuan guna menjelaskan dan menganalisis pengaruh attractiveness dan likeability celebrity endorser terhadap purchase intention dimoderasi oleh role of closeness (Studi pada Live Streaming Marketplace Shopee Indonesia). Penelitian ini menggunakan teknik non-probability sampling. Jenis penelitian ini menggunakan metode deskriptif, dengan menghubungi total 215 responden melalui googleform. Temuan penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan attratctiveness celebrity endorser terhadap purchase intention, terdapat pengaruh positif dan signifikan likeability celebrity endorser terhadap purchase intention, Terdapat pengaruh positif dan signifikan role of closeness memoderasi likeability celebrity endorser terhadap purchase intention, terdapat pengaruh positif dan signifikan role of closeness memoderasi attratctiveness celebrity endorser terhadap purchase intention, terdapat pengaruh negatif dan signifikan role of closeness memoderasi likeability celebrity endorser terhadap purchase intention. Data dianalisis menggunakan teknik SEM (Structural Equation Model) dengan software WarpPLS 8.0.
Co-Authors Sri Setyo Iriani Yessy Artanti