PERILAKU PEMBELIAN ONLINE KONSUMEN PRODUK KOSMETIK: PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CELEBRITY ENDORSEMENTS DI DIY
Keywords:
Celebrity Endorsements, Electronic Word of Mouth (E-WOM), Perilaku Pembelian OnlineAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari electronic word of mouth (E-WOM) dan celebrity endorsements pada perilaku pembelian online kosumen produk kosmetik di DIY. Penelitian ini menggunakan sumber data primer dengan jenis penelitian kuantitatif menggunakan teknik penentuan sampel yaitu non-probability sampling dengan metode purposive sampling. Data yang digunakan melalui kuesioner online sebanyak 180 responden. Analisis data menggunakan alat bantu pengujian yaitu software SmartPLS versi 3. Hasil penelitian menunjukkan bahwa kualitas, kredibilitas, dan kegunaan dari suatu informasi yang konsumen terima di platform online menyebabkan konsumen mengadopsi informasi tentang produk kosmetik dan akhirnya meningkatkan perilaku pembelian online dari produk kosmetik. Faktor penting lainnya yaitu daya tarik, keahlian, dan kepercayaan yang dimiliki selebriti dapat mempengaruhi pembelian online konsumen terhadap produk kosmetik.
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