ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD-OF-MOUTH, BRAND PERSONALITY DAN RELIGIOSITY TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN PURCHASE INTENTION PADA PENGGUNA PRODUK KOSMETIK MEREK WARDAH DI KOTA SAMARINDA --

ABSTRACT
This research aims to analyze the effect of Celebrity Endorsement, Electronic Word-of-Mouth, Brand Personality, and Religiosity on Purchase Decisison through Attitude and Purchase Decision on product users of Wardah Cosmetics Consumers in Samarinda City. This research used a quantitative method and was analyzed by using IBM SPSS Statistic Ver.23 and Structural Equation Model (SEM) using IBM AMOS 5. Used sample of 140 people taken from a number of product users of Wardah Cosmetics Consumers in Samarinda City. Scale measurement using Likert scale with a score of 1 - 5. In this research also tested the validity and reliability test, then carried out further test of estimation and structural test fit model.
The result of this research revealed that Celebrity Endorsement, Electronic Word-Of-Mouth, Brand Personality and Religiosity positively have significant impact on Attitude. Electronic Word-Of-Mouth and Brand Personality positively have significant impact on Purchase Intention. And Religiosity positively have significant impact on Purchase Decision. However, this research found that Celebrity Endorsement and Religiosity have positive insignificant impact on Purchase Intention. Celebrity Endorsement, Electronic Word-Of-Mouth and Brand Personality also have insignificant effect on Purchase Decision.
Keywords : Celebrity Endorsement, Electronic Word-of-Mouth, Brand Personality, Religiosity, Attitude, Purchase Intention, Purchase Decision, wardah cosmetic products.
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ABSTRAK
Penelitian ini bertujuan untuk menganalisa Analisis Pengaruh Celebrity Endorsement, Electronic Word-Of-Mouth, Brand Personality dan Religiosity terhadap Purchase Decision Melalui Attitude dan Purchase Intention Pada Pengguna Produk Kosmetik Merek Wardah Di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 140 orang yang diambil dari sejumlah pengguna produk kosmetik merek wardah di Kota Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1 - 5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Celebrity Endorsement, Electronic Word-Of-Mouth, Brand Personality dan Religiosity berpengaruh signifikan terhadap Attitude; Electronic Word-Of-Mouth, dan Brand Personality berpengaruh signifikan terhadap Purchase Intention; Religiosity berpengaruh signifikan terhadap Purchase Decision; Celebrity Endorsement dan Religiosity berpengaruh tidak signifikan terhadap Purchase Intention, Celebrity Endorsement, Electronic Word-Of-Mouth, dan Brand Personality berpengaruh tidak signifikan terhadap Purchase Decision.
Keywords : Celebrity Endorsement, Electronic Word-Of-Mouth, Brand Personality, Religiosity, Attitude, Purchase Intention, Purchase Decision, Produk Kosmetik Wardah.