CD Skripsi

Analisis Persepsi Harga Dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Skincare Skintific Mahasiswa Pascasarjana Unri Gen Z Dengan Variabel Intervening Online Customer Review

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This study aims to analyze and examine the effect of price perceptions and celebrity endorsers on purchasing decisions for Skintific skincare products for UNRI Gen Z postgraduate students with intervening variables by online customer reviews. The research was conducted by distributing questionnaires to 210 Postgraduate students of Riau University Gen Z.
Based on the research results and discussion, it can be concluded that the R-Square value of OCR (Z) is 0.415, which represents that Price Perception (X1) and Celebrity Endorser (X2) influence OCR (Z) by 41.5%, with the remaining 58.5% influenced by other factors. The R-Square value of Purchase Decision (Y) is 0.736, which means that Price Perception (X1), Celebrity Endorser (X2), and OCR (Z) can explain or influence Purchase Decision (Y) by 73.6%, with the remaining 26.4% influenced by other factors. Celebrity Endorser (X2) has a positive and significant effect on Purchase Decision (Y). This means that the more well-known and trusted a celebrity is, the greater their influence on consumer purchasing decisions. A celebrity endorser is someone who has many followers on social media, and their influence is measured through trustworthiness, expertise, respect, physical attractiveness, and similarity to the audience. Celebrities who meet these factors are more effective in influencing purchasing decisions. Price Perception (X1) has a positive and significant effect on OCR (Z) and purchasing decisions, with the variable of price perception having a more dominant effect on purchasing decisions. Celebrity Endorser (X2) has a positive and significant effect on OCR (Z), with a coefficient value (Original Sample column) of 0.437, indicating that the celebrity endorser variable has a strong impact on OCR. OCR (Z) significantly mediates the relationship between Celebrity Endorser (X2) and Purchase Decision (Y), and also mediates between Price Perception (X1) and Purchase Decision (Y), with the celebrity endorser variable having the most dominant effect on purchasing decisions. OCR (Z) has a positive and significant effect on Purchase Decision (Y), which means that the more positive reviews there are, the more purchasing decisions are increased among students.
The results of this study show that Celebrity Endorser, Online Customer Review, and price perception have a positive effect on purchasing decisions. Celebrity Endorser and price perception have a positive effect on Online Customer Review. Online Customer Review significantly mediates the relationship between Celebrity Endorser and purchasing decisions. Online Customer Review significantly mediates the relationship between price perception and purchasing decisions.




Future research can add other variables beyond those carried out by researchers, for example, it can be by adding product packaging variables, tiktok live streaming. For Skintific manufacturers In addition to big celebrities, Skintific can utilize micro influencers to expand promotional reach with a more segmented audience, which will help strengthen product relevance in the eyes of consumers.


Key Word : Price Perception, Celebrity Endorser, Purchasing Decisions and Online Customer Review

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210246861

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210246861

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AIR- MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

AL

Versi lain/terkait

Lampiran Berkas

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