PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP PURCHASE INTENTION BRAND FASHION DI E-COMMERCE

MUHAMMAD AFIF JUBAIDI, . (2024) PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP PURCHASE INTENTION BRAND FASHION DI E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini untuk mengetahui pengaruh Celebrity Endorsement terhadap Brand Image, Celebrity Endorsement terhadap Purchase Intention, Brand Image terhadap Purchase Intention. Data yang diolah menggunakan metode survei dengan alat pengumpulan kuesioner dan tipe Likert, teknik pengambilan sampel yang digunakan adalah purposive sampling kepada 200 responden. Penelitian ini dilakukan pada mahasiswa Universitas Negeri Jakarta. Menggunakan dua analisis faktor yaitu EFA (Exploratory Factor Analysis) dan CFA (Confirmatory Factor Analysis), menggunakan aplikasi SPSS serta SEM pada AMOS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara Celebrity Endorsement terhadap Brand Image, terdapat pengaruh yang positif dan signifikan antara Celebrity Endorsement terhadap Purchase Intention, selain itu juga terdapat pengaruh positif dan signifikan antara Brand Image terhadap Purchase Intention. Kata kunci: Celebrity Endorsement, Brand Image dan Purchase Intention ********** ABSTRACT This study is to determine the effect of Celebrity Endorsement on Brand Image, Celebrity Endorsement on Purchase Intention, Brand Image on Purchase Intention. The data were processed using a survey method with a questionnaire collection tool and Likert type, the sampling technique used was purposive sampling to 200 respondents. This research was conducted on students of Jakarta State University. Using two factor analyses, namely EFA (Exploratory Factor Analysis) and CFA (Confirmatory Factor Analysis), using the SPSS application and SEM on AMOS. The results of this study indicate that there is a positive and significant influence between Celebrity Endorsement on Brand Image, there is a positive and significant influence between Celebrity Endorsement on Purchase Intention, besides that there is also a positive and significant influence between Brand Image on Purchase Intention. Keywords: Celebrity Endorsement, Brand Image and Purchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Christian Wiradendi Wolor, SE.,MM ; 2). Muhammad Fawaiq, M.Ec.Dev
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Muhammad Afif Jubaidi .
Date Deposited:	26 Sep 2024 23:32
Last Modified:	29 Sep 2024 23:43
URI:	http://repository.unj.ac.id/id/eprint/51018

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