Bachtiar, Tamia Pratiwi (2021) Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Pembelian Impulsif (Survei pada Pengguna Media Sosial TikTok Indonesia dalam Kategori Fesyen). Sarjana thesis, Universitas Brawijaya.
Abstract
"Pembelian impulsif merupakan pembelian tidak terencana yang dapat dipengaruhi oleh celebrity endorser dan electronic word of mouth. Penelitian ini bertujuan mengetahui: (1) menjelaskan pengaruh Celebrity Endorser terhadap Pembelian Impulsif, (2) menjelaskan pengaruh Electronic Word of Mouth terhadap Pembelian Impulsif, (3) menjelaskan pengaruh Celebrity Endorser dan Electronic Word of Mouth secara simultan terhadap Pembelian Impulsif. Jenis Penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser, Electronic Word of Mouth dan Pembelian Impulsif. Kriteria populasi dalam penelitian ini adalah pengguna media sosial TikTok di Indonesia dengan usia minimal 18 tahun, menggunakan media sosial TikTok minimal tiga bulan, pernah melakukan pembelian impulsif pada produk fesyen atas pengaruh Celebrity Endorser ataupun Electronic Word of Mouth. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuisioner secara online kepada 116 orang responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan dalam penelitian ini menggunakan analisis deskriptif dan analisis regresi linear berganda. Sampel data diuji dengan menggunakan uji asumsi klasik seperti uji normalitas, multikolinearitas, dan uji heteroskedastisitas. Uji hipotesis dilakukan dengan menggunakan Uji F dan Uji t. Hasil penelitian ini menunjukan bahwa Celebrity Endorser (X1) berpengaruh secara signifikan terhadap Pembelian Impulsif (Y), Electronic Word of Mouth (X2) berpengaruh secara signifikan terhadap Pembelian Impulsif (Y) dan Celebrity Endorser dan Electronic Word of Mouth secara bersama-sama berpengaruh terhadap Pembelian Impulsif."
English Abstract
Impulsive Buying is an unplanned purchase that can be influenced by Celebrity Endorser and Electronic Word of Mouth. This research aimed to: (1) explain the influence of Celebrity Endorser towards Impulsive Buying, (2) explain the influence of Electronic Word of Mouth towards Impulsive Buying, (3) explain the influence of Celebrity Endorser and Electronic Word of Mouth which simultaneously affect the Impulsive Buying. This research used explanatory research with quantitative approach. The variable of this research are Celebrity endorser, Electronic Word of Mouth and Impulsive Buying. The Criteria of population in this research are Indonesian Tiktok User with minimum age of 18 years old, using TikTok at least 3 months, do Impulsive Buying by influence of Celebrity Endorser and Electronic Word of Mouth. This research for the sampling technique user purposive sampling and the data collection method by distributing online questionnaire to 116 respondents by data from population criteria. Data analysis used descriptive analysis and multiple linear regression analysis. The data sample was tested using classical assumption tests such as normality test, multicollinearity, and heteroscedasticity test. Hypothesis testing is done using the F test, and t test. The results showed that Celebrity Endorser (X1) has significant influence towards Impulsive Buying (Y), Electronic Word of Mouth (X2) has significant influence towards Impulsive Buying (Y), Celebrity Endorser and Electronic Word of Mouth which simultaneously has significant influence towards Impulsive Buying
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Pembelian Impulsif, Celebrity Endorser, Electronic Word of Mouth, : Impulsive Buying, Celebrity Endorser, Electronic Word of Mouth |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 24 Oct 2021 06:37 |
| Last Modified: | 07 Oct 2024 07:09 |
| URI: | http://repository.ub.ac.id/id/eprint/185771 |
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