Putra, Adri Maulana (2020) Pengaruh Dimensi Brand Ambassador Terhadap Minat Beli Konsumen (Studi Pada Pengguna Bukalapak Di Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dimensi brand ambassador yang terdiri dari visibility, credibility, attraction, dan power terhadap minat beli konsumen pengguna Bukalapak di Malang. Jenis penelitian ini adalah penelitian explanatory research yang menjelaskan hubungan sebab akibat antar variable melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 160 responden yang berusia minimal 17 tahun dan pernah berbelanja di Bukalapak setidaknya satu kali. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Metode pengumpulan data penelitian ini menggunakan kuesioner yang diukur dengan skala likert. Uji instrumen dalam penelitian ini menggunakan uji validitas dan reliabilitas. Pengujian hipotesis pada penelitian ini menggunakan uji t. Analisis data dilakukan menggunakan SPSS 23. Hasil penelitian ini menunjukkan dimensi visibility, credibility, dan attraction berpengaruh positif namun tidak signifikan terhadap minat beli konsumen pengguna Bukalapak di Malang. Sedangkan dimensi power berpengaruh positif dan signifikan terhadap minat beli konsumen pengguna Bukalapak di Malang.
English Abstract
This study aims to determine the effect of the brand ambassador dimensions consisting of visibility, credibility, attraction, and power on consumer purchase intention of Bukalapak users in Malang. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. This study used a sample of 160 respondents who were at least 17 years old and had shopped at Bukalapak at least once. The sampling technique uses non-probability sampling with purposive sampling method. This research data collection method uses a questionnaire which is measured by a Likert scale. The instrument test in this study uses the validity and reliability test. Testing the hypothesis in this study using the t test. Data analysis was performed using SPSS 23. The results of this study indicate the dimensions of visibility, credibility, and attraction have a positive but not significant effect on consumer purchase intention of Bukalapak users in Malang. While the power dimension has a positive and significant effect on consumer purchase intention interest of Bukalapak users in Malang.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020017 |
| Uncontrolled Keywords: | Brand Ambassador, Visibility, Credibility, Attraction, Power, Purchase Intention, Brand Ambassador, Visibility, Credibility, Attraction, Power, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Feb 2021 13:44 |
| Last Modified: | 14 Apr 2023 03:27 |
| URI: | http://repository.ub.ac.id/id/eprint/182638 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
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