Pengaruh Celebrity Endorsement Terhadap Repurchase Intention pada E-Commerce Melalui Perceived Value

Abstract

This study is made based on the development of e-commerce use in Batam accompanied by a digital marketing strategy of celebrity endorsement to be able to attract people to repurchase intention with perceived value as a mediation. The purpose of the study was to determine the effect of celebrity endorsement on repurchase intention through perceived value. The research method is a cross sectional design with a quantitative approach. The object in this research is the people of Batam city of e-commerce users who repurchase services or products in e-commerce. Non-probability sampling was selected with a purposive sampling approach. The research was conducted by distributing questionnaires containing closed questions to 400 respondents. The use of descriptive statistics in the form of percentage analysis and index analysis, as well as inferential statistics in the form of classical assumption test analysis, Structural Equation Modeling (SEM) analysis using IBM AMOS version 23 data processing applications and analysis of VAF mediation effects as data analysis. The results showed that celebrity endorsement affects repurchase intention through perceived value as a mediating variable with a VAF value of .90147 or equivalent to 90% which acts as a full mediator, so it can be concluded that celebrity endorsement affects repurchase intention through perceived value as a mediating variable in e-commerce user community in Batam City, where perceived value as a mediating variable acts as a full mediator on the effect of celebrity endorsement on repurchase intention in e-commerce user community in Batam city.