PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE: STUDI KASUS DALAM KONTEKS IKLAN CELEBRITY ENDORSEMENT PADA E-COMMERCE

AUFAR PUTRA RAMADHAN, . (2022) PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE: STUDI KASUS DALAM KONTEKS IKLAN CELEBRITY ENDORSEMENT PADA E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan 1) untuk mengetahui pengaruh celebrity endorsement terhadap brand image, 2) untuk mengetahui pengaruh electronic word of mouth terhadap brand image, 3) untuk mengetahui pengaruh brand image terhadap purchase intention, 4) untuk mengetahui pengaruh celebrity endorsement terhadap purchase intention, 5) untuk mengetahui pengaruh electronic word of mouth terhadap purchase intention, 6) untuk mengetahui pengaruh celebrity endorsement terhadap purchase intention melalui brand image sebagai variabel mediasi, 7) untuk mengetahui pengaruh electronic word of mouth terhadap purchase intention melalui brand image sebagai variabel mediasi pada konsumen e-commerce di Jakarta. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner. Sampel penelitian ini adalah 200 responden konsumen Shopee yang berdomisili di Jakarta yang pernah melakukan belanja online pada layanan Shopee minimal 2 kali dalam kurun waktu 6 bulan terakhir dan aktif menggunakan media sosial minimal 1 jam dalam kurun waktu 1 hari. Teknik analisis data menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari software LISREL versi 8.8. untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian pada penelitian ini menunjukkan 5 hipotesis dari 7 hipotesis memiliki pengaruh positif signifikan dan 2 hipotesis dari 7 hipotesis memiliki pengaruh positif, namun tidak signifikan. Kata Kunci: Celebrity Endorsement, Electronic Word of Mouth, Brand Image, Purchase Intention, E-Commerce, Shopee This study aims 1) to determine the effect of celebrity endorsement on brand image, 2) to determine the effect of electronic word of mouth on brand image, 3) to determine the effect of brand image on purchase intention, 4) to determine the effect of celebrity endorsement on purchase intention, 5) to determine the effect of electronic word of mouth on purchase intention, 6) to determine the effect of celebrity endorsement on purchase intention through brand image as a mediating variable, 7) to determine the effect of electronic word of mouth on purchase intention through brand image as a mediating variable on e-commerce consumers in Jakarta. The data collection method used a survey with an instrument in the form of a questionnaire. The sample of this research is 200 Shopee consumer respondents who live in Jakarta who have done online shopping on Shopee services at least 2 times in the last 6 months and actively use social media for at least 1 hour in 1 day. The data analysis technique used SPSS version 25 and SEM (Structural Equation Model) from LISREL software version 8.8. to process and analyze research data. The test results in this study showed 5 hypotheses from 7 hypotheses had a significant positive effect and 2 hypotheses from 7 hypotheses had a positive, but not significant, effect. Keywords: Celebrity Endorsement, Electronic Word of Mouth, Brand Image, Purchase Intention, E-Commerce, Shopee

Item Type: Thesis (Sarjana)
Additional Information: 1). Dra. Basrah Saidani, M.Si. ; 2). Shandy Aditya, BIB, MBPS,
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Manajemen
Depositing User: Users 15812 not found.
Date Deposited: 28 Sep 2022 06:29
Last Modified: 28 Sep 2022 06:29
URI: http://repository.unj.ac.id/id/eprint/36474

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