PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER TERHADAP ONLINE PURCHASE INTENTION PADA KONSUMEN UNILEVER DI JAKARTA

AYU ULANDARI, . (2021) PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER TERHADAP ONLINE PURCHASE INTENTION PADA KONSUMEN UNILEVER DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh antara electronic word of mouth, celebrity endorser terhadap online purchase intention pada kosumen Unilever di Jakarta. Penelitian ini dilakukan sejak bulan Desember 2020 hingga bulan Juni 2021. Penelitian ini menggunakan kuesioner berbentuk online (google form) untuk mendapatkan informasi dan data dari sampel. Populasi dalam penelitian ini adalah masyarakat Jakarta. Sedangkan teknik pengambilan sampel yaitu menggunakan teknik purposive sampling, sampel yang digunakan adalah masyarakat Jakarta yang mengetahui dan sudah pernah membeli produk perwatan tubuh Unilever ( Love Beuty And Planet, Lux, Pond’s, Rexona, Pepsodent, Sunsilk, Tresmme, Vaseline, Citra, Clear, Fair&Lovely, Zwitsal, Pureline Hijab Fresh) dan pengguna E-commerce Shopee berjumlah 200 responden dengan menggunakan analisis data yaitu regresi sederhana. Pada hasil uji linearitas yang didapatkan oleh peneliti, bahwa electronic word of mouth, celebrity endorser memiliki nilai linearitas < 0,05 sehingga dapat disimpulkan bahwa hasil tersebut linear. Selanjutnya, hasil uji regresi sederhana didapatkan persamaan Ŷ = 4,126 + 0,296X dan Ŷ = 7,467 + 0,254X, dan hasil uji t yaitu nilai sig < 0,05 dan nilai t hitung > t tabel, hal ini membuktikan bahwa terdapat pengaruh positif dan signifikan. Selanjutnya, hasil perhitungan pada koefisien determinasi didapatkan nilai sebesar 0,501 dan 0,285 yang berarti variabel electronic word of mouth, celebrity endorser memiliki pengaruh sebesar 50,1% dan 28,5% terhadap online purchase intention, sedangkan sisanya dipengaruhi oleh variabel-variabel lain diluar model regresi ini. Kata Kunci: Electronic Word Of Mouth, Celebrity Endorser, Online Purchase Intention The purpose of this study was to determine how the influence of electronic word of mouth, celebrity endorser on online purchase intention of Unilever consumers in Jakarta. This research was conducted from December 2020 to June 2021. This study used an online questionnaire (google form) to obtain information and data from the sample. The population in this study is the people of Jakarta. While the sampling technique is using purposive sampling technique, the sample used is the people of Jakarta who know and have bought Unilever body care products (Love Beauty And Planet, Lux, Pond's, Rexona, Pepsodent, Sunsilk, Tresmme, Vaseline, Citra, Clear, Fair&Lovely, Zwitsal, Pureline Hijab Fresh) and Shopee E-commerce users totaling 200 respondents using data analysis, namely simple regression. In the linearity test results obtained by researchers, that electronic word of mouth, celebrity endorsers have a linearity value <0.05 so it can be concluded that the results are linear. Furthermore, the results of the simple regression test obtained the equation = 4.126 + 0.296X and = 7.467 + 0.254X, and the results of the t test are sig < 0.05 and t count > t table, this proves that there is a positive and significant effect . Furthermore, the results of the calculation on the coefficient of determination obtained values of 0.501 and 0.285, which means that the electronic word of mouth variable, celebrity endorser has an influence of 50.1% and 28.5% on online purchase intention, while the rest is influenced by other variables outside the model. this regression. Keywords: Electronic Word Of Mouth, Celebrity Endorser, Online Purchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1) Ryna Parlyna, M.B.A. ; 2) Nadya Fadillah Fidhyallah, M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10665 not found.
Date Deposited:	23 Aug 2021 05:53
Last Modified:	23 Aug 2021 05:53
URI:	http://repository.unj.ac.id/id/eprint/16938

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