Pengaruh Celebrity Endorser pada Media Sosial Instagram terhadap Keputusan Pembelian (Survei Online pada Konsumen Produk Erigo Jakarta melalui Instagram)

Mubarak, Nu’man (2018) Pengaruh Celebrity Endorser pada Media Sosial Instagram terhadap Keputusan Pembelian (Survei Online pada Konsumen Produk Erigo Jakarta melalui Instagram). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan pengaruh Variabel – Variabel Kepercayaan, Keahlian, Daya Tarik, Rasa Hormat dan Kesamaan berpengaruh secara Simultan terhadap Struktur Keputusan Pembelian; 2) Mengetahui dan menjelaskan pengaruh Variabel Kepercayaan berpengaruh secara Parsial terhadap Struktur Keputusan Pembelian; 3) Mengetahui dan menjelaskan pengaruh Variabel Keahlian berpengaruh secara Parsial terhadap Struktur Keputusan Pembelian; 4) Mengetahui dan menjelaskan pengaruh Variabel Daya Tarik berpengaruh secara Parsial terhadap Struktur Keputusan Pembelian; 5) Mengetahui dan menjelaskan pengaruh Variabel Rasa Hormat berpengaruh secara Parsial terhadap Struktur Keputusan Pembelian; 6) Mengetahui dan menjelaskan pengaruh Variabel Kesamaan berpengaruh secara Parsial terhadap Struktur Keputusan Pembelian. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Kepercayaan (X1), Keahlian (X2), Daya Tarik (X3), Rasa Hormat (X4) dan Kesamaan (X5) dan Struktur Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online pada konsumen yang pernah membeli produk Erigo melalui Instagram dan mengetahui Arief Muhammad sebagai brand endorser dari Erigo. Sampel yang digunakan dalam penelitian ini berjumlah 118 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Variabel Kepercayaan (X1), Keahlian (X2), Daya Tarik (X3), Rasa Hormat (X4) dan Kesamaan (X5) berpengaruh signifikan secara Simultan terhadap Struktur Keputusan Pembelian (Y). Kemudian Variabel Kepercayaan (X1), Keahlian (X2), Daya Tarik (X3), Rasa Hormat (X4) dan Kesamaan (X5) masing – masing berpengaruh signifikan secara Parsial terhadap Struktur Keputusan Pembelian (Y). Variabel Daya Tarik mempunyai pengaruh yang paling kuat dibandingkan dengan variabel lainnya sedangkan Variabel Kesamaan memiliki pengaruh yang paling lemah.

English Abstract

The Purpose of this research is : 1) To find out and explain the influence of Trustworthiness, Expertise, Attractiveness, Respect and Similarity Variables have Simultaneously effect on Purchase Decision Structure ; 2) To find out and explain the influence of Trustworthiness Variable has Partially effect on Purchase Decision Structure; 3) To find out and explain influence of Expertise Variable has Partially effect on Purchase Decision Structure; 4) To find out and explain the influence of Attractiveness variable has Partially effect on Purchase Decision Structure; 5) To find out and explain the influence of Respect Variable has Partially effect on Purchase Decision Structure; 6) To find out and explain the influence of Similarity Variable has Partially effect on Purchase Decision Structure. This research used explanatory research with quantitative approach. Variables that used in this research is Trushworthiness (X1), Expertise (X2), Attractiveness (X3), Respect (X4) and Similarity (X5) and Purchase Decision Structure (Y). Data obtained from collection through online distribution questionnaire to customer has been bought Erigo’s product through Instagram and knowing Arief Muhammad as brand endorser from Erigo.The Sample that used in this research is 118 respondents. The Sampling Technique used in this research is purposive sampling. The Data Analysis used in this research is descriptive analysis and multiple linear regresion analysis. The result of this research show that Trustworthiness Variable (X1), Expertise (X2), Attractiveness (X3), Respect (X4) and Similarity (X5) have significant influence simultaneously on Purchase Decision Structure (Y). Then, Trustworthiness (X1), Expertise (X2), Attractiveness (X3), Respect (X4) and Similarity (X5) Variables each other has significant influence partially on Purchase Decision Structure (Y). Atractiveness Variable has strongest influence compared with other variables, whereas Similarity Variable has the weakest influence than the other variables.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/823/051809810
Uncontrolled Keywords: Celebrity Endorser, Media Sosial Instagram, Keputusan Pembelian-Celebrity Endorser, Instagram Social Media, Purchase Decision
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 14 Jan 2019 02:57
Last Modified: 23 Oct 2021 06:58
URI: http://repository.ub.ac.id/id/eprint/162297
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