PENGARUH ADVERTISING APPEALS TERHADAP REPURCHASE INTENTION DENGAN CELEBRITY ENDORSER SEBAGAI VARIABEL MODERASI (STUDI PADA TOKOPEDIA WAKTU INDONESIA BELANJA ADVERTISEMENT)

Ivena Jessica(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh Advertising Appeals terhadap Repurchase Intention Dengan Celebrity Endorser Sebagai Variabel Moderasi pada Tokopedia Waktu Indonesia Belanja Advertisement. Data pada penelitian ini dikumpulkan melalui online survey kepada 200 responden. Metode penelitian yang digunakan merupakan pendekatan kuantitatif dengan menggunakan PLS dan SPSS. Hasil penelitian membuktikan bahwa Advertising Appeals berpengaruh signifikan terhadap Repurchase Intention, Celebrity Endorser berpengaruh signifikan terhadap Repurchase Intention, dan tidak ada efek moderasi Celebrity Endorser pada pengaruh Advertising Appeals terhadap Repurchase Intention.

Keywords


Advertising appeals; repurchase intention; celebrity endorser

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References


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