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20 March 2023
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21 March 2023
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21 March 2023
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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh electronic word of mouth dari influencer terhadap niat beli pada produk Scarlet Whitening by Felicya Angelista di Instagram. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengumpulan data dengan menyebarkan kuesioner online kepada 100 responden menggunakan Google Form. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan menggunakan metode purposive sampling yang kemudian diolah menggunakan alat analisis SPSS versi 25 serta telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji asumsi klasik, regresi linear sederhana, regresi linear berganda, uji-f, uji-t, dan koefisien determinasi. Hasil dari penelitian ini adalah pengaruh yang dirasakan bepengaruh positif dan signifikan terhadap keterlibatan merek dalam konsep diri, pengaruh yang dirasakan juga berpengaruh positif dan signifikan terhadap nilai merek yang diharapkan, namun berbeda hal pada pengaruh yang dirasakan tidak berpengaruh signifikan terhadap niat membeli merek yang direkomendasikan. Keterlibatan merek dalam konsep diri berpengaruh positif dan signifikan terhadap nilai merek yang diharapkan dan keterlibatan merek dalam konsep diri berpengaruh positif dan signifikan terhadap niat membeli merek yang direkomendasikan. Nilai merek yang diharapkan juga berpengaruh positif dan signifikan terhadap niat membeli merek yang direkomendasikan.

Keywords

pengaruh yang dirasakan keterlibatan merek dalam konsep diri nilai merek yang diharapkan niat membeli merek yang direkomendasikan

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Copyright (c) 2023 Meilanie Triyaningsih, Murwanto Sigit

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Triyaningsih, M., & Sigit, M. (2023). Pengaruh Electronic Word of Mouth dari Influencer terhadap Niat Beli pada Produk Scarlett Whitening by Felicya Angelista di Instagram. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 206–223. Retrieved from https://journal.uii.ac.id/selma/article/view/27976
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