Pengaruh Dukungan Selebriti dan Pengetahuan Konsumen terhadap Niat Beli pada Honda Vario di Surabaya dengan Nilai yang Dirasakan sebagai Variabel Mediasi
Daftar Isi:
- This research aims to assess the effect of celebrity endorsement and customer knowledge on purchase intention Honda Vario in Surabaya mediated by perceived value. To achieve this objective, the questionnaire was developed with item measurement, which seizes the construct of the variable. This study used 82 participants and questionnaire used in collecting the data. Sampling technique used in this study was purposive sampling. The results of this research showed that celebrity endorsement does not have a significant effect on perceived value, celebrity endorsement has a significant positive effect on purchase intention, customer knowledge has a significant positive effect on perceived value, customer knowledge has a positive but not significant effect on purchase intention, perceived value have an influence significant positive towards purchase intentions, perceived value does not mediate celebrity endorsement for purchase intentions, perceived value mediates customer knowledge of Honda Vario purchase intentions in Surabaya Keywords: Celebrity Endorsement, Customer Knowledge Perceived Value, Purchase Intention