Pengaruh Attractiveness dan Likeability Celebrity Endorser terhadap Purchase Intention dimoderasi oleh Role of Closeness (Studi pada Live Streaming Marketplace Shopee Indonesia) 

The Influence of Attractiveness and Likeability of Celebrity Endorser on Purchase Intention Moderated by The Role of Closeness (Study on Live Streaming Marketplace Shopee Indonesia)

Beriringan dengan berkembangnya zaman yang dinamis pada era masa kini, pelaku usaha harus mengikuti perkembangan yang dinamis. Pelaku usaha harus selalu membuat strategi yang tepat dan terus bergerak agar tetap bertahan menghadapi persaingan, serta harus dapat menggugah hati calon pembeli untuk dapat melakukan purchase intention atau niat beli. Penelitian ini memiliki tujuan guna menjelaskan dan menganalisis pengaruh attractiveness dan likeability celebrity endorser terhadap purchase intention dimoderasi oleh role of closeness (Studi pada Live Streaming Marketplace Shopee Indonesia). Penelitian ini menggunakan teknik non-probability sampling. Jenis penelitian ini menggunakan metode deskriptif, dengan menyebarkan angket kepada total 215 responden melalui googleform. Temuan penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan attratctivenes dan likeability celebrity endorser terhadap purchase intention, terdapat pengaruh positif dan signifikan attratctiveness celebrity endorser terhadap likeability, terdapat pengaruh positif dan signifikan role of closeness memoderasi attractiveness celebrity endorser terhadap purchase intention. Terdapat pengaruh negatif dan tidak signifikan role of closeness memoderasi likeability celebrity endorser terhadap purchase intention. Shopee dan para pelaku usaha dapat menggunakan hasil penelitian ini untuk menentukan celebrity endorser yang tepat agar menumbuhkan purchase intention yang berujung pada keputusan pembelian saat sesi live streaming. Data dianalisis menggunakan teknik SEM (Structural Equation Model) dengan software WarpPLS 8.0.

     Along with the dynamic development of the times in today's era, business actors must follow dynamic developments. Business actors must always make the right strategy and continue to move in order to survive the competition, and must be able to arouse the hearts of potential buyers to be able to make purchase intention or purchase intention. This study aims to explain and analyze the effect of attractiveness and likeability of celebrity endorsers on purchase intention moderated by the role of closeness (Study on Live Streaming Marketplace Shopee Indonesia). This research uses non-probability sampling techniques. This type of research uses descriptive methods, by distributing questionnaires to a total of 215 respondents via googleform. The findings of this study indicate that there is a positive and significant effect of attractiveness and likeability celebrity endorsers on purchase intention, there is a positive and significant effect of attractiveness celebrity endorsers on likeability, there is a positive and significant effect of role of closeness moderating attractiveness celebrity endorsers on purchase intention. There is a negative and insignificant effect of role of closeness moderating celebrity endorser likeability on purchase intention. Shopee and business actors can use the results of this study to determine the right celebrity endorser to foster purchase intention which leads to purchasing decisions during live streaming sessions. The data were analyzed using the SEM (Structural Equation Model) technique with WarpPLS 8.0 software.