-, Hendra (2019) Pengaruh Electronic Word Of Mouth dan Celebrity Endorser Terhadap Repurchase Intention Pada Jasa Pengiriman Barang J&T Express di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh electronic word of mouth dan celebrity endorser terhadap repurchase intention pada jasa pengiriman barang J&T Express di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 225 responden dimana penyebaran kuesioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probabilty sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang berdomisili di Kota Malang atau menetap sementara di Kota Malang, berusia minimal 17 tahun, merupakan pengguna jasa pengiriman barang J&T Express yang mempunyai pengetahuan atau pernah mendapatkan informasi secara online tentang jasa pengiriman barang J&T Express dan juga pernah melihat iklan J&T Express yang menggunakan selebriti Deddy Corbuzier sebagai endorser. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 20. Hasil analisis yang didapat dalam penelitian ini adalah eWOM berpengaruh signifikan terhadap purchase intention, Trustworthiness berpengaruh signifikan terhadap purchase intention, Expertise berpengaruh signifikan terhadap purchase intention, dan Attractiveness berpengaruh signifikan terhadap purchase intention.
English Abstract
This study aims to determine the effect of electronic word of mouth and celebrity endorser on repurchase intention in delivery services of J&T Express goods in Malang City. This type of research is explanatory research that explains or proves the relationship or influence between independent and dependent variables. This study used a sample of 225 respondents where questionnaires were conducted in Malang City. Sampling uses a non-probability sampling method with a purposive sampling technique. The sample consisted of respondents who were domiciled in Malang City or temporarily settled in Malang City, at least 17 years old, is a J&T Express freight service user who has the knowledge or has gotten online information about J&T Express freight forwarding services and has also seen J&T Express advertisements using celebrity Deddy Corbuzier as endorsers. Data analysis using Multiple Linear Regression Analysis using SPSS ver. 20. The analysis results obtained in this study are Electronic Word of Mouth has a significant effect on Purchase Intention, Trustworthiness has a significant effect on Purchase Intention, Expertise has a significant effect on Purchase Intention, and Attractiveness has a significant effect on Purchase Intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/739/052002834 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Celebrity Endorser, Trustworthiness, Expertise, Attractiveness, Purchase Intenti |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 03 Nov 2020 04:17 |
| Last Modified: | 16 Jul 2024 07:14 |
| URI: | http://repository.ub.ac.id/id/eprint/179985 |
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