Pengaruh Kombinasi Ewom dan Celebrity Endorsement serta Price Discount terhadap Minat Beli Game EAFC25
DOI:
https://doi.org/10.30872/jfor.v27i1/4692Keywords:
Electronic Word of Mouth, Celebrity Endorsement, Price Discount, Minat BeliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth, Celebrity Endorsement, dan Price Discount terhadap Minat Beli game EA FC25 pada platform distribusi digital Steam. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, yang melibatkan 112 responden yang mengetahui dan/atau pernah memainkan EA FC25. Instrumen penelitian berupa kuesioner dengan skala Likert dan teknik pengambilan sampel menggunakan non-probability sampling. Data dianalisis menggunakan regresi linier berganda melalui perangkat lunak IBM SPSS Statistics for Windows. Hasil penelitian menunjukkan bahwa electronic word of mouth, celebrity endorsement, dan price discount secara simultan berpengaruh signifikan terhadap minat beli. Secara parsial, electronic word of mouth dan celebrity endorsement berpengaruh positif tetapi tidak signifikan, sehingga belum mampu menjadi determinan utama dalam membentuk minat beli. Sebaliknya, price discount terbukti berpengaruh positif dan signifikan serta menjadi faktor yang paling dominan dalam mendorong minat beli konsumen
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