Analisis Pengaruh Dimensi Ekuitas Merek dan Celebrity Endorser Terhadap Minat Beli Konsumen Produk Sepatu Adorable Projects - Yasmin, Deviana; Rukmi, Hendang Setyo (e-Proceeding FTI, 2024)
This study aims to determine the effect of brand equity dimensions and celebrity endorsers on consumer purchase intention and provide suggestions for increasing brand equity and proposing the selection of celebrity endorsers as an effort to increase consumer purchase intention in Adorable Projects shoe products. In this study, the analysis technique used the Partial Least Square Structural Equation Modelling (PLS SEM) method and data processing using the SmartPLS v.3 application. Primary research data was obtained by distributing questionnaires to respondents with the criteria of women aged 17-50 years and who have bought and used Adorable Projects shoes in the time span of June 2022 to June 2023. Based on the results of the study, it was found that brand awareness, perceived quality, and celebrity endorsers have no significant effect on consumer purchase intention, while brand association and brand loyalty have a significant effect on consumer purchase intention in Adorable Projects shoe products. Key Words : Brand Awareness, Perceived Quality, Brand Associations, Brand Loyalty, Celebrity Endorser, Purchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh dimensi ekuitas merek dan celebrity endorser terhadap minat beli konsumen serta memberikan usulan peningkatan ekuitas merek dan usulan pemilihan celebrity endorser sebagai upaya untuk meningkatkan minat beli konsumen produk sepatu Adorable Projects. Pada penelitian ini teknik analisis menggunakan metode Partial Least Square Structural Equation Modelling (PLS SEM) dan pengolahan data menggunakan aplikasi SmartPLS v.3. Data primer penelitian diperoleh dengan menyebarkan kuesioner kepada responden dengan kriteria Wanita berusia 17-50 tahun dan yang pernah membeli dan pengguna sepatu Adorable Projects dalam rentang waktu Juni 2022 sampai dengan Juni 2023. berdasarkan hasil penelitian, diperoleh hasil bahwa kesadaran merek, persepsi kualitas, dan celebrity endorser tidak berpengaruh signifikan terhadap minat beli konsumen, sedangkan asosiasi merek dan loyalitas merek berpengaruh signifikan terhadap minat beli konsumen produk sepatu Adorable Projects. Kata Kunci : Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas Merek, Celebrity Endorser, Minat Beli