ANALISIS PENGARUH CELEBRITY ENDORSER, ADVERTISING, PRODUCT KNOWLEDGE, PRODUCT QUALITY DAN PRODUCT INNOVATION TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION PADA KONSUMEN SHAMPO PANTENE DI KOTA SAMARINDA --

ABSTRACT
The purpose of this paper is to analyze the effect of celebrity endorser, advertising, product knowledge, product quality and product innovation on purchase decision through purchase intention Pantene shampoo consumers in the city of Samarinda. This paper uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. Used sample of 115 people taken from consumer of Pantene shampoo in the city of Samarinda. Scale measurement using Likert scale with a score of 1 - 5. In this study also tested the validity and reliability test, then carried out further test of estimation and structural test fit model.
Based on structural models we found celebrity endorser, product knowledge and product innovation significantly influence purchase intention; advertising, product quality and purchase intention have significant effect on purchase decision; advertising and product quality has no significant effect on purchase intention, celebrity endorser, product knowledge and product innovation has no significant on purchase decision.
Keywords : Celebrity Endorser, Advertising, Product Knowledge, Product Quality, Product Innovation, Purchase Intention, Purchase Decision.
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ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaruh celebrity endorser, product knowledge, product quality dan product innovation pada purchase decision melalui purchase intention pada konsumen shampo Pantene 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 115 orang yang diambil dari konsumen shampo Pantene 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 endorser, product knowledge dan product innovation berpengaruh signifikan terhadap purchase intention; advertising, product quality dan purchase intention berpengaruh signifikan terhadap purchase decision; advertising dan product quality berpengaruh tidak signifikan terhadap purchase intention, celebrity endorser, product knowledge dan product innovation berpengaruh tidak signifikan terhadap purchase decision.
Keywords : Celebrity Endorser, Advertising, Product Knowledge, Product Quality, Product Innovation, Purchase Intention, Purchase Decision.