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All Journal Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan E-Jurnal Manajemen Universitas Udayana Jurnal Keuangan dan Perbankan UNEJ e-Proceeding Asia-Pacific Management and Business Application PROZIMA (Productivity, Optimization and Manufacturing System Engineering) MABIS: Manajemen dan Bisnis Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Udayana Journal of Social Sciences and Humanities (UJoSSH)
Ni Made Purnami
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan

 1 
PERAN PERSEPSI NILAI DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK KOSMETIK MAYBELLINE DI KOTA DENPASAR Gusti Ayu Pangastuti Arsinta; Ni Made Purnami
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Volume 9 Nomor 2 Tahun 2015
Publisher : Universitas Udayana

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Abstract

The rapid growth and increasing competition in the business of cosmetic product and also the more selective consumer, makes cosmetic companies do efforts in providing information about the products and create a positive association to attract potential customers. The purpose of this study is to determine the role of perceived value in mediating the effect of celebrity endorser credibility on purchase intention of Maybelline cosmetics products in Denpasar. The sample size was 70 people, determined with non-probability sampling methods, especially incidental and purposive sampling. The analysis technique used was PLS (Partial Least Square). The results of this study indicate that the celebrity endorser credibility influence positively purchase intention and perceived value. Additionally, perceived value has positive impact on purchase intention. Perceived value emerges as variable which mediate partially the effect of celebrity endorser credibility on purchase intention.
Co-Authors A.A Ngr Wishrawan Bhaskara Warman A.A Sagung Ksanthi Paramhita AA Sagung Ksanthi Paramhita Anak Agung Istri Mas Vedanthi Putri Dewi Purwita Sari Gilang Dwi Arta Gusti Ayu Pangastuti Arsinta I Gusti Lanang Agung Adnyana I Komang Agus Hari Chandra I Made Ari Rismawan I Nyoman Nurcaya Luh Alviolita Kusuma Nusarika Muhammad Husnan Zaky Ni Luh Putu Indiani Ni Putu Dinda Prameswari Putri Astaki Ni Putu Krisna Diah Rani Putu Arina Indah Puspita Dewi Wayan Agus Widiartaka