Pengaruh Kepuasan Konsumen Sebagai Variabel Mediasi Antara Iklan dan Celebrity Endorser Terhadap Keputusan Pembelian pada Marketplace Tokopedia
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Institusion
Universitas Muhammadiyah Surakarta
Author
Rizky Ayu Permata, Anisya
, Dr. Muzakar Isa, SE, MSi
, Dr. Muzakar Isa, SE, MSi
Subject
HB Economic Theory
Datestamp
2022-05-25 13:49:43
Abstract :
This study aims to analyze the effect of consumer satisfaction as a mediating variable between advertisements and celebrity endorsers on purchasing decisions in the Tokopedia marketplace. The population and sample in this study were respondents who used the Tokopedia marketplace and the number of respondents as the sample of this study was 156 respondents in the city of Surakarta. The type of data used in this study is primary data through a questionnaire with a measurement scale using a Likert scale. The sample selection in this study used a non-probability sampling approach with a saturated sampling technique. The data analysis technique uses SmartPLS 3.0. The results of the analysis in this study indicate that advertising has a positive and significant effect on satisfaction so that the first hypothesis can be declared accepted, celebrity endorser has a positive and significant effect on satisfaction so that the second hypothesis is accepted, satisfaction has a positive and significant effect on consumer purchasing decisions so that the third hypothesis is declared accepted, satisfaction mediates positively and significantly between advertising on consumer purchasing decisions, satisfaction mediates positively and significantly between celebrity endorsers on purchasing decisions
This study aims to analyze the effect of consumer satisfaction as a mediating variable between advertisements and celebrity endorsers on purchasing decisions in the Tokopedia marketplace. The population and sample in this study were respondents who used the Tokopedia marketplace and the number of respondents as the sample of this study was 156 respondents in the city of Surakarta. The type of data used in this study is primary data through a questionnaire with a measurement scale using a Likert scale. The sample selection in this study used a non-probability sampling approach with a saturated sampling technique. The data analysis technique uses SmartPLS 3.0. The results of the analysis in this study indicate that advertising has a positive and significant effect on satisfaction so that the first hypothesis can be declared accepted, celebrity endorser has a positive and significant effect on satisfaction so that the second hypothesis is accepted, satisfaction has a positive and significant effect on consumer purchasing decisions so that the third hypothesis is declared accepted, satisfaction mediates positively and significantly between advertising on consumer purchasing decisions, satisfaction mediates positively and significantly between celebrity endorsers on purchasing decisions
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