Determinan Perceived Value dan Dampaknya pada Brand Switching pada Konsumen Produk Kosmetik Make Over
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Abstract
Consumers of the female gender mainly want to perform attractively; they will refer to cosmetic products that are alternatives to meet their various needs. This study examines the influence of celebrity endorsers and word-of-mouth, which are the determinants of perceived value and their impact on brand switching. This study uses a quantitative analysis approach. The sampling technique uses a non-probability sampling set of 200 people who require the structural equation model analysis with the maximum likelihood estimation. This study concludes that celebrity endorsers and word-of-mouth affect perceived value. Celebrity endorsers, word-of-mouth, and perceived value affect brand switching.
Konsumen berjenis kelamin perempuan terutama ingin tampil menarik; mereka akan mengacu pada produk kosmetik yang menjadi alternatif untuk memenuhi berbagai kebutuhan mereka. Penelitian ini mengkaji pengaruh celebrity endorser dan word-of-mouth yang merupakan determinan dari perceived value dan dampaknya terhadap brand switching. Penelitian ini menggunakan pendekatan analisis kuantitatif. Teknik pengambilan sampel menggunakan non-probability sampling pada 200 orang yang memerlukan analisis model persamaan struktural dengan maximum likelihood estimation. Penelitian ini menyimpulkan bahwa celebrity endorser dan word-of-mouth mempengaruhi perceived value. Celebrity endorser, dari word-of-mouth, dan perceived value mempengaruhi brand switching.
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