PENGARUH CELEBRITY ENDORSER DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA KONSUMEN BRAND ERIGO DI INDONESIA

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser dan desain produk terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening. Penelitian ini menggunakan jenis penelitian kuantitatif dengan sampel sebanyak 102 responden di Indonesia yang pernah membeli produk Erigo. Metode pengumpulan data menggunakan kuesioner yang dibagikan menggunakan teknik purposive sampling. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, uji regresi berganda, dan uji hipotetis melalui program SPSS 22. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian, desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian, celebrity endorser berpengaruh positif dan signifikan terhadap brand awareness, desain produk berpengaruh positif dan sigifikan terhadap brand awareness, brand awarenees tidak berpengaruh terhadap keputusan pembelian. Brand awareness tidak mampu memediasi hubungan antara celebrity endorser terhadap keputusan pembelian. Brand awareness tidak mampu memediasi hubungan desain produk terhadap keputusan pembelian. Kata kunci: Celebrity endorser, desain produk, barand awareness, keputusan pembelian Abstract This research aims to determine the influence of celebrity endorsers and product design on purchasing decisions with brand awareness as an intervening variable. This research uses quantitative research with a sample of 102 respondents in Indonesia who have purchased Erigo products. The data collection method uses a questionnaire distributed using a purposive sampling technique. Data analysis techniques use data quality tests, classical assumption tests, multiple regression tests, and hypothetical tests using the SPSS 22 program. The research results show that celebrity endorsers have a positive and significant effect on purchasing decisions, product design has a positive and significant effect on purchasing decisions, celebrity endorsers positive and significant effect on brand awareness, product design has a positive and significant effect on brand awareness, brand awareness has no effect on purchasing decisions. Brand awareness is not able to mediate the relationship between celebrity endorsers and purchasing decisions. Brand awareness cannot mediate the relationship between product design and purchasing decisions. Keywords: Celebrity endorser, product design, brand awareness, purchasing decision

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