Pengaruh Promosi Endorser dan Brand Attachment Terhadap Repurchase Intention Dengan Mediasi Brand Commitment Produk Barenbliss �(Studi Kasus Pada Media Sosial TikTok)
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Institusion

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Author

Putri, Annisa

Subject

Manajemen Pemasaran 

Datestamp

2023-03-08 02:30:12 

Abstract :
ABSTRAK Penelitian ini bertujuan untuk memberikan suatu penjelasan bagaimana pengaruh variabel bebas yaitu promosi endorser (X1), brand attachment (X2) terhadap variabel terikat yaitu repurchase intention (Y) dengan variabel mediasi yaitu brand commitment (Z). Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner sebagai suatu pengambilan sampel. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, diukur menggunakan bantuan software SmartPLS versi 3.2.9. Populasi dari penelitian ini adalah seluruh konsumen Barenbliss yang pernah melihat iklan/promosi Barenbliss di media sosial TikTok. Data yang digunakan pada penelitian ini berupa data primer. Teknik pengumpulan data menggunakan googleform dan Microsoft excel. Hasil penelitian membuktikan bahwa (1) Terdapat pengaruh langsung promosi endorser terhadap repurchase intention (2) Tidak terdapat pengaruh langsung brand attachment terhadap repurchase intention (3) Terdapat pengaruh langsung promosi endorser terhadap brand commitment (4) Tidak terdapat perngaruh langsung brand attachment terhadap brand commitment (5) Terdapat pengaruh langsung brand commitment terhadap repurchase intention (6) Terdapat pengaruh tidak langsung promosi endorser terhadap repurchase intention melalui brand commitment (7) Tidak terdapat pengaruh tidak langsung brand attachment terhadap repurchase intention melalui brand commitment. Kata Kunci : Promosi Endorser, Brand Attachment, Brand Commitment, dan Repurchase Intention. ABSTRACT This study aims to provide an explanation of how the influence of independent variables, namely endorser promotions (X1), brand attachment (X2) on the dependent variable, namely repurchase intention (Y) with the mediating variable, namely brand commitment (Z). This study used a quantitative method by distributing questionnaires as a sample. This study used a quantitative approach associative research, measured using the SmartPLS software version 3.2.9. The population of this research is all Barenbliss consumers who have seen Barenbliss advertisements/promotions on TikTok social media. The data used in this research is primary data. Data collection techniques using Googleform and Microsoft Excel. The results of the study prove that (1) There is a direct effect of endorser promotion on repurchase intention (2) There is no direct effect of brand attachment on repurchase intention (3) There is a direct effect of endorser promotion on brand commitment (4) There is no direct effect of brand attachment on brand commitment (5) There is a direct effect of brand commitment on repurchase intention (6) There is an indirect effect of endorser promotion on repurchase intention through brand commitment (7) There is no indirect effect of brand attachment on repurchase intention through brand commitment.. Key Words : Endorser Promotion, Brand Attachment, Brand Commitment, and Repurchase Intention. 

File :
PENDAHULUAN.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
DAFTAR REFERENSI.pdf
LAMPIRAN.pdf