Pengaruh Celebrity Endorsement terhadap Purchase Intention Produk Samsung yang Dimediasi dengan FOMO
DOI:
https://doi.org/10.9744/pemasaran.20.2.%25pKeywords:
celebrity endorsement, purchase intention, Fear of Missing Out (FOMO)Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap purchase intention produk Samsung yang dimediasi oleh fear of missing out (FOMO). Pengambilan data dilakukan antara 15 Oktober 2024 hingga 30 Oktober 2024 melalui Google Form, dengan total 135 responden, namun 15 responden tidak memenuhi kriteria sebagai pengguna atau calon pengguna produk Samsung. Responden yang memenuhi kriteria adalah pengguna produk Samsung seperti Galaxy S24+, Galaxy S24, atau Samsung Z Flip 6. Dalam penelitian ini, peneliti menggunakan tiga variabel, yaitu celebrity endorsement dengan 4 indikator, purchase intention dengan 6 indikator dan FOMO sebagai variabel mediasi dengan 5 indikator. Data yang diperoleh dianalisis menggunakan pendekatan model struktural dengan teknik Partial Least Square (PLS) yang diolah melalui aplikasi SMART PLS. Hasil penelitian menunjukkan bahwa celebrity endorsement memiliki pengaruh signifikan terhadap purchase intention produk Samsung yang mana pengaruh tersebut dimediasi oleh FOMO.
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