PENGARUH PERSONAL FACTORS DAN CELEBRITY ENDORSEMENT TERHADAP BUYING BEHAVIOR OF CONSUMERS SERTA IMPLIKASI TERHADAP WORD OF MOUTH PADA PELANGGAN PAKAIAN LUXURY ZARA DI MALL KELAPA GADING, JAKARTA

PURWIKO, ANGSGARIUS ANGGITO GUNO (2021) PENGARUH PERSONAL FACTORS DAN CELEBRITY ENDORSEMENT TERHADAP BUYING BEHAVIOR OF CONSUMERS SERTA IMPLIKASI TERHADAP WORD OF MOUTH PADA PELANGGAN PAKAIAN LUXURY ZARA DI MALL KELAPA GADING, JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of personal factors and celebrity endorsement towards buying behavior of consumers and the implication toward word of mouth. This analysis uses independent variables that are personal factors, celebrity endorsement, and intervening variable: buying behavior, and word of mouth as the dependent variable. Sample of this research was conducted by purposive sampling method. Collecting data was conducted by a questionnaire distributed directly to 120 of customer of Zara luxury fashion store in Mall Kepala Gading. Data analysis techniques in this study used structural equation model“analysis techniques to determine the strengths that affect personal factors, celebrity endorsement, buying behavior and word of mouth. The results showed that personal factors contribute positively and significantly influence buying behavior of consumers, celebrity endorsement also contribute positively and significantly influence buying behavior of consumers, and lastly, buying behavior of consumers contribute positively and significantly influence word of mouth. Keywords: personal factors, celebrity endorsement, buying behavior, word of mouth, Zara Penelitian ini bertujuan untuk menganalisis pengaruh personal factors, celebrity endorsement, terhadap buying behavior of consumer dan implikasinya terhadap word of mouth pada pelanggan pakaian luxury Zara di Mall Kelapa Gading. Penelitian ini menggunakan variable bebas yakni personal factors, dan celebrity endorsement, kemudian buying behavior sebagai variable intervening, dan word of mouth sebagai variable terikat. Sampel penelitian ini dilakukan dengan menggunakan metode purposive sampling. Pengumpulan data dengan kuesioner disebarkan langsung ke pelanggan pakaian Zara di Mall Kelapa Gading. Metode statistik menggunakan teknik analisis structural equation model. Hasil penelitian menunjukkan bahwa personal factors berkontribusi positif serta berpengaruh signifikan terhadap buying behavior of consumers, celebrity endorsement berkontribusi positif serta berpengaruh signifikan terhadap buying behavior of consumers, buying behavior of consumers berkontribusi positif serta berpengaruh signifikan terhadap word of mouth. Kata Kuncinya: personal factors, celebrity endorsement, buying behavior, word of mouth, Zara.

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