Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh religiosity, celebrity endorser dan perceived value terhadap niat beli produk kosmetik Wardah melalui brand image pada konsumen dan calon konsumen produk kosmetik Wardah mahasiswi STIE Putra Bangsa Kebumen. Variabel bebas dalam penelitian ini adalah religiosity, celebrity endorser dan perceived value, sedangkan variabel terikatnya adalah niat beli dan variabel interveningnya adalah brand image. teknik pengumpulan data dengan kuesioner menggunakan menggunakan metode purposive sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan SPSS 22.00 for windows. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Hasil pengujian koefisien determinasi menunjukkan bahwa nilai Adjusted R2 substruktural I sebesar 0,455 artinya 45,5% variabel brand image dapat dipengaruhi oleh religiosity, celebrity endorser dan perceived value dan 54,5% dipengaruhi oleh variabel lain di luar model. Sementara itu nilai Adjusted R2 substruktural II sebesar 0,319 artinya 31,9% variabel niat beli dipengaruhi oleh religiosity, celebrity endorser, perceived value dan brand image dan 68,1% dipengaruhi variabel lain di luar model. Hasil pengujian menunjukkan bahwa ada pengaruh signifikan antara religiosity dan brand image, celebrity endorser dan brand image, perceived value dan brand image, perceived value dan niat beli, brand image dan niat beli. Sementara itu religiosity dan niat beli, celebrity endorser dan niat beli tidak berpengaruh. Analisis sobel yang digunakan untuk menguji variabel intervening dalam penelitian menunjukkan bahwa brand image tidak memediasi hubungan antara religiosity terhadap niat beli, celebrity endorser terhadap niat beli dan perceived value terhadap niat beli produk kosmetik Wardah.

Kata Kunci : Religiosity, Celebrity Endorser, Perceived Value, Niat Beli dan Brand Image
Abstract
This study aims to analyze the effect of religiosity, celebrity endorser and perceived value on purchase intention of Wardah cosmetic products through brand image on consumers and prospective consumers of Wardah cosmetic products, STIE Putra Bangsa Kebumen student. The independent variables in this study are religiosity, celebrity endorser and perceived value, while the dependent variable is purchase intention and the intervening variable is brand image. Data collection techniques with a questionnaire using purposive sampling method, the sample in this study was 100 respondents. The hypothesis was tested with the help of SPSS 22.00 for windows. The method used in this research is quantitative method. The test results of the coefficient of determination show that the substructural I value of Adjusted R2 is 0.455, meaning that 45.5% of the brand image variable can be influenced by religiosity, celebrity endorser and perceived value and 54.5% is influenced by other variables outside the model. Meanwhile, the substructural value of Adjusted R2 II is 0.319, meaning that 31.9% of the purchase intention variable is influenced by religiosity, celebrity endorser, perceived value and brand image and 68.1% is influenced by other variables outside the model. The test results show that there is a significant influence between religiosity and brand image, celebrity endorser and brand image, perceived value and brand image, perceived value and purchase intention, brand image and purchase intention. Meanwhile, religiosity and purchase intention, celebrity endorser and purchase intention had no effect. The sobel analysis used to test the intervening variables in the study showed that brand image did not mediate the relationship between religiosity to purchase intention, celebrity endorser to purchase intention and perceived value to purchase intention of Wardah cosmetic products.
Keyword : Religiosity, Celebrity Endorser, Perceived Value, Niat Beli dan Brand Image