PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN EMOTIONAL BRAND ATTACHMENT SEBAGAI VARIABEL INTERVENING PADA PELANGGAN EIGER DI KOTA SURABAYA

Shania Rahma Wati; Tan Evan Tandiyono

doi:10.69957/grjb.v5i04.2654

Authors

Shania Rahma Wati Universitas 17 Agustus 1945 Surabaya
Tan Evan Tandiyono Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.69957/grjb.v5i04.2654

Keywords:

Selebriti Endorser, Minat Beli, Keterikatan Emosional terhadap Merek

Abstract

Penelitian ini bertujuan untuk menguji pengaruh celebrity endorsement terhadap purchase intention dengan emotional brand attachment sebagai variabel intervening pada pelanggan Eiger di Kota Surabaya. Metodologi kuantitatif diterapkan melalui penjaringan 100 responden pengguna Eiger menggunakan kriteria purposive sampling. Estimasi model struktural mengandalkan teknik PLS-SEM via piranti lunak SmartPLS 4.0. Hasil memperlihatkam celebrity endorsement berpengaruh signifikan terhadap purchase intention serta emotional brand attachment. Temuan lainnya menggarisbawahi emotional brand attachment turut memberikan pengaruh terhadap purchase intention. Variabel tersebut terbukti memediasi korelasi celebrity endorsement dan purchase intention. Keberhasilan taktik endorsement serta peningkatan keputusan pembelian pelanggan Eiger sangat bergantung pada efektivitas perusahaan dalam membangun ikatan emosional konsumen.

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