ANALISIS PENGARUH CELEBRITY ENDORSEMENT DAN BRAND PERSONALITY TERHADAP INTENSI PEMBELIAN PRODUK OUTDOOR (MEREK X) PADA MASYARAKAT DKI JAKARTA

VERNANDA ARMIYATI PUTRI, . (2021) ANALISIS PENGARUH CELEBRITY ENDORSEMENT DAN BRAND PERSONALITY TERHADAP INTENSI PEMBELIAN PRODUK OUTDOOR (MEREK X) PADA MASYARAKAT DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk : (1) menguji secara empiris pengaruh celebrity endorsement terhadap brand personality, (2) menguji secara empiris pengaruh celebrity endorsement terhadap intensi pembelian, (3) menguji secara empiris pengaruh brand personality terhadap intensi pembelian. Metode pengumpulan data menggunakan metode survei. Populasi dari penelitian ini adalah masyarakat sekitar wilayah DKI Jakarta baik laki-laki maupun perempuan. Pilot Study dilakukan kepada 30 orang responden. Analisis data menggunakan perangkat lunak SPSS 24 dan SEM (Structural Equation Model) dari paket statistik AMOS versi 21. Nilai fit model dengan probability level sebesar 0,059, RMSEA sebesar 0,041, CFI sebesar 0,984, GFI sebesar 0,953, AGFI sebesar 0,921, TLI sebesar 0,977, dan CMIN/DF sebesar 1,342. Hasil pengujian hipotesis menunjukkan: (1) celebrity endorsement berpengaruh positif dan signifikan terhadap brand personality, (2) celebrity endorsement berpengaruh positif dan signifikan terhadap intensi pembelian, (3) brand personality berpengaruh secara positif dan signifikan terhadap intensi pembelian. Kata kunci: celebrity endorsement, brand personality, intensi pembelian. The objectives of this study were to: (1) test empirically the effect of celebrity endorsement on brand personality, (2) to test empirically the effect of celebrity endorsement on purchase intentions, (3) to test empirically the effect of brand personality on purchase intentions. The data collection method uses the survey method. The population of this study were male and female people around the DKI Jakarta area. The Pilot Study was conducted on 30 respondents. Data analysis used SPSS 24 and SEM (Structural Equation Model) software from the AMOS statistical package version 21. The fit model value with a probability level of 0.059, RMSEA of 0.041, CFI of 0.984, GFI of 0.953, AGFI of 0.921, TLI of 0.977, and CMIN/DF of 1,342. The results of hypothesis testing show: (1) celebrity endorsement has a positive and significant effect on brand personality, (2) celebrity endorsement has a positive and significant effect on purchase intentions, (3) brand personality has a positive and significant effect on purchase intentions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat, M.M., M.Si 2). Ryna Parlyna, MBA
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 9139 not found.
Date Deposited:	24 Feb 2021 18:04
Last Modified:	24 Feb 2021 18:04
URI:	http://repository.unj.ac.id/id/eprint/13063

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