Restanti, Fenny Arti (2018) Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Minat Beli Dan Dampaknya Terhadap Keputusan Pembelian (Survei Pada Konsumen Zoya Fashion Dan Hijab). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Celebrity Endorser terhadap Minat Beli, (2) menjelaskan pengaruh Celebrity Endorser terhadap Keputusan Pembelian, (3) menjelaskan pengaruh Electronic Word of Mouth terhadap Minat Beli, (4) menjelaskan pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian, (5) menjelaskan pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser, Electronic Word of Mouth, Minat Beli dan Keputusan Pembelian. Kriteria populasi dalam penelitian ini adalah konsumen berusia minimal 17 tahun, pernah melakukan pembelian produk Zoya, merupakan pengikut akun resmi Instagram Zoya Fashion dan Hijab dan mengetahui salah satu bintang iklan produk Zoya Fashion dan Hijab. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 138 orang responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Celebrity Endorser ( ) berpengaruh secara signifikan terhadap Minat Beli ( ), Celebrity Endorser ( ) tidak berpengaruh secara langsung terhadap Keputusan Pembelian ( ), Electronic Word of Mouth ( ) berpengaruh secara signifikan terhadap Minat Beli ( ), Electronic Word of Mouth ( ) tidak berpengaruh secara langsung terhadap Keputusan Pembelian ( ) dan Minat Beli ( ) berpengaruh secara signifikan terhadap Keputusan Pembelian ( ). Berdasarkan hasil penelitian, dalam penggunaan Celebrity Endorser sebaiknya mempertimbangkan kesesuaian antara jenis produk yang ditawarkan dan Celebrity Endorser yang sesuai dengan syariat agama sehingga pesan produk dapat tersampaikan dengan baik dan Zoya dapat selalu aktif dalam berinteraksi dengan follower akun resmi Instagram Zoya Fashion dan Hijab.
English Abstract
his research aimed to (1) explain the influence of Celebrity Endorser towards purchase intention, (2) explain the influence of Celebrity Endorser towards purchase decision, (3) explain the influence of Electronic Word of Mouth towards purchase intention, (4) explain the influence of Electronic Word of Mouth towards purchase decision, (5) explain the influence of purchase intention towards purchase decision. This research used explanatory research with quantitative approach. The variables of the research are Celebrity Endorser, Electronic Word of Mouth, purchase intention and purchase decision. The criteria of population in this research are Zoya’s consumers with minimum age of 17 years old, has been buying Zoya’s products, follower of Official Account Instagram Zoya Fashion and Hijab, knowing one of the Zoya’s Celebrity Endorser. This research for the sampling technique used purposive sampling and the data collection method by distributing online questionnaire to 138 respondents by data from population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Celebrity Endorser ( ) has significant influence towards purchase intention ( ), Celebrity Endorser ( ) has not significant influence towards purchase decision ( ), Electronic Word of Mouth ( ) has significant influence towards purchase intention ( ), Electronic Word of Mouth ( ) has not significant influence towards purchase decision ( ), and purchase intention ( ) has significant influence towards purchase decision ( ). Based on the result of research, Zoya should consider the similarity of Celebrity Endorser and the product to make purchase decision, the company should improve the quality of their advertisement by employ Celebrity Endorser in Official Account Instagram Zoya Fashion dan Hijab.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/70/051905990 |
| Uncontrolled Keywords: | Celebrity Endorser, Electronic Word of Mouth, Minat Beli, Keputusan Pembelian, Celebrity Endorser, Electronic Word of Mouth, Purchase Intention, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:34 |
| Last Modified: | 28 Oct 2021 02:18 |
| URI: | http://repository.ub.ac.id/id/eprint/172353 |
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