PENGARUH AUTHENTICITY DAN EMOTIONAL ATTACHMENT CHELSEA OLIVIA DI INSTAGRAM TERHADAP WORD OF MOUTH (WOM) DAN PURCHASE INTENTION KONSUMEN DI SURABAYA
Abstract
Penelitian ini bertujuan untuk menguji pengaruh authenticity dan emotional attachment Chelsea Olivia di Instagram terhadap Word of Mouth (WOM) dan purchase intention konsumen di Surabaya. Penelitian in menggunakan pendekatan kuantitatif dan jenis penelitian ini adalah penelitian kasual. Variabel yang digunakan dalam penelitian ini adalah authenticity, emotional attachment, Word of Mouth (WOM) dan purchase intention. Jumlah sampel yang digunakan dalam penelitian ini adalah 200 sampel. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan program SPSS versi 18 dan AMOS versi 21. Hasil dalam penelitian menunjukkan bahwa authencity berpengaruh positif terhadap word of mouth (WOM) dan purchase intention. Authenticity berpengaruh positif terhadap emotional attachment. Emotional attachment berpengaruh positif terhadap word of mouth (WOM) dan purchase intention. Emotional attachment secara tidak langsung mempengaruhi hubungan antara authenticity Chelsea Olivia di Instagram dan word of mouth (WOM) konsumen di Surabaya. Emotional attachment secara tidak langsung mempengaruhi hubungan antara authenticity Chelsea Olivia di Instagram dan purchase intention konsumen di Surabaya.
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References
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