Faktor-Faktor yang Berperan dalam Purchase Intention pada Produk Scarlett

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Published: Jan 31, 2025
DOI: https://doi.org/10.24912/jmk.v7i1.32989
Keywords:
endorsment selebriti, persepsi harga, motivasi hedonik, ulasan pelanggan online, niat membeli, celebrtiy endorse, price perception, hedonic motivation, online customer review, purchase intention
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Meily Helma Runtuwene
Universitas Tarumanagara
Rodhiah Rodhiah
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh dari celebrity endorse, price perception, hedonic motivation, dan online customer review terhadap purchase intention pada produk Scarlett whitening. Populasi dari penelitian ini berjumlah 350 responden yang sudah menggunakan produk Scarlett whitening kurang lebih 6-12 bulan yang berdomisili di Jakarta Barat dengan menggunakan metode non probability sampling dengan teknik pengambilan sample purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner melalui google-form. Data yang terkumpul diolah menggunakan teknik analisis data Structural Equation Modeling (SEM).  Software yang digunakan dalam penelitian ini adalah Smart Partial Least Square versi 4.1.0.3. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh negatif hedonic motivation terhadappurchase intention, dan teradapat pengaruh positif celebrity endorse, price perception, online customer review terhadap purchase intention. Dengan demikian hasil penelitian dapat disimpulkan bahwa Scarlett whitening perlu memperhatikan celebrity endorse, price perception, online customer review untuk lebih meningkatkan niat pembelian.
 

The purpose of this study was examine the effect of celebrity endorse, price perception, hedonic motivation, and online customer review on purchase intention for Scarlett whitening. The population of this study consist of 350 respondents who been using for Scarlett whitening products for approximately 6-12 months and reside in West Jakarta using a non-probability sampling method with a purposive sampling technique. Data was collected through a google form questionnaire. The collected data were analyzed using Structural Equation Modeling (SEM) with Smart Partial Least Squares version 4.1.0.3 software. The result of this study indicate that there is negative influence of hedonic motivation on purchase intention, and a positive influence of celebrity endorse, price, online customer review on puechase intention. Thus the result of the study can be concluded that Scarlett whitening needs attention to celebrity endorse, price perception, online customer review to enhance purchase intention.

Article Details

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Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Meily Helma Runtuwene, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Rodhiah Rodhiah, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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