Dampak Endorsement dan Product Review pada Intensi Pembelian

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PDF (Bahasa Indonesia)
Published Jun 20, 2022
DOI https://doi.org/10.21632/kbi.4.1.1-32

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Sarah Dianti
Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339
Difa Sabila Aska
Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339
Rudy Handoko
Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339
Bernardinus Realino Yudianto
Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339

Abstract

Kegiatan endorsement dan berbagi ulasan mengenai pengalaman pribadi dalam menggunakan produk sudah menjadi trend di aktivitas pemasaran sosial media di Indonesia. Melalui survei terhadap responden Indonesia yang telah melihat konten endorsement serta product review melalui media sosial Instagram dan Youtube, berusia 18-35 tahun, dan berdomisili di JABODETABEK dan Bandung, penelitian ini dilakukan untuk mencari tahu seberapa besar pengaruh kegiatan endorsement dan product review terhadap intensi pembelian konsumen terhadap produk Vivo V7. Hasil penelitian menunjukkan bahwa kegiatan endorsement dan product review yang diukur dengan 2 aspek (endorser credibility dan content quality) memiliki pengaruh positif yang signifikan terhadap intensi pembelian konsumen. Terbukti bahwa kualitas dari konten seorang endorser influencer tidak memiliki pengaruh positif terhadap intensi pembelian, sedangkan aspek endorser credibility memiliki pengaruh positif yang signifikan. Berbeda dengan kegiatan endorsement, kedua aspek content quality maupun endorser credibility pada kegiatan product review memiliki pengaruh positif yang signifikan terdapat intensi pembelian konsumen terhadap produk Vivo V7.

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How to Cite
DIANTI, Sarah et al. Dampak Endorsement dan Product Review pada Intensi Pembelian. Kajian Branding Indonesia, [S.l.], v. 4, n. 1, p. 1-32, june 2022. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/811>. Date accessed: 23 apr. 2024. doi: https://doi.org/10.21632/kbi.4.1.1-32.
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Issue
Vol 4 No 1 (2022): Kajian Branding Indonesia
Section
Articles
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