Sari, Septi Dwi Kurnia (2019) Pengaruh Penggunaan Celebrity Endorser Dan Promotion Di Media Sosial Instagram Yang Di Mediasi Minat Beli Terhadap Keputusan Pembelian (Studi Pada Princess Fazion Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorse dan promotion yang dimediasi oleh minat beli sebagai variabel intervening terhadap keputusan pembelian. Populasi yang digunakan dalam penelitian ini yaitu masyarakat Malang yang pernah melakukan pembelian di Princess Fazion Malang. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 82 orang. Teknik analisa yang digunakan dalam penelitian ini adalah metode analisis jalur (path analysis). Hasil pengujian menunjukkan bahwa celebrity endorse tidak berpengaruh langsung terhadap keputusan pembelian, promotion berpengaruh positif dan signifikan terhadap keputusan pembelian. Celebrity endorse berpengaruh positif dan signifikan terhadap minat beli, Promotion berpengaruh positif dan signifikan terhadap minat beli, dan minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil ini menunjukkan bahwa minat beli dapat memediasi pengaruh celebrity endorse dan promotion terhadap keputusan pembelian. Besaran pengaruh tidak langsung celebrity endorse terhadap keputusan pembelian yang dimediasi oleh minat beli lebih besar dibandingkan besaran pengaruh langsung celebrity endorse terhadap keputusan pembelian. Sedangkan, besaran pengaruh langsung promotion terhadap keputusan pembelian lebih besar dibandingkan besaran pengaruh promotion terhadap keputusan pembelian yang dimediasi oleh minat beli.
English Abstract
This study were proposed to determine the effect of celebrity endorse and promotion which are mediated by buying interest as an intervening variable on purchasing decisions.Population that used in this study was the society of Malang who has made a purchase at Princess Fazion Malang. Sampling technique is purposive sampling with a total sample of 82 people. And analysis technique is path analysis method. The results show that celebrity endorse has no direct effect on purchasing decisions, but promotion has a positive and significant effect on purchasing decisions. Celebrity endorse has a positive and significant effect on buying interest, promotion has a positive and significant effect on buying interest, and buying interest has a positive and significant effect on purchasing decisions. From these results indicate that buying interest can mediate the effect of celebrity endorse and promotion on purchasing decisions. The amount of celebrity endorse's indirect effect on purchasing decisions mediated by buying interest is greater than the amount of celebrity endorse's direct effect on purchasing decisions. Meanwhile, the amount of promotion's direct effect on purchasing decisions is greater than the amount of promotion's effect on purchasing decisions mediated by buying interest.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FILKOM/2019/642/051907813 |
| Uncontrolled Keywords: | Celebrity endorse, promotion, minat beli, keputusan pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 18 Aug 2020 03:03 |
| Last Modified: | 09 Mar 2022 03:11 |
| URI: | http://repository.ub.ac.id/id/eprint/174074 |
Preview |
Text
Septi Dwi Kurnia Sari (2)ok.pdf Download (8MB) | Preview |
Actions (login required)
 |
View Item |