FACTORS AFFECTING PURCHASE INTENTION EMPLOYMENT SOCIAL SECURITY, IN THE SEGMENT OF PARTICIPANTS WHO ARE NOT WAGE EARNERS
This study aims to determine the effect of celebrity endorsement, electronic word of mouth (E-WOM), perceived price, on purchase intention employment social security in the segment of participants who are not wage earners with brand image and perceived value as mediation. This research was conducted in May-July 2023. This research used a quantitative approach using primary data collected through online questionnaires with the help of the Google form. The sampling technique in this study used non-probability sampling with a purposive sampling technique. Overall the data obtained was 256 with the criteria of respondents participant who are not wage earners. The data analysis technique used in this study is Structural Equation Modelling (SEM) with the help of SPSS 27 and AMOS 23 software. The results influence of this study indicate that celebrity endorsement has a significant effect on brand image and perceived value, while perceived price has a significant effect on brand image, perceived value, and purchase intention. Meanwhile, celebrity endorsement has an insignificant effect on purchase intention, electronic word of mouth (E-WOM) has an insignificant effect on brand image and purchase intention, brand image has an insignificant effect on purchase intention, and perceived value has an insignificant effect on purchase intention.
Keywords: celebrity endorsement, electronic word of mouth (E-WOM), brand image, perceived price, perceived value, purchase intention
