The Effect Of Celebrity Endorser On Consumer Repurchase Intention Through Brand Trust (Study On Shopee Consumers In Malang City))

Citra, Franziska Bunga (2021) The Effect Of Celebrity Endorser On Consumer Repurchase Intention Through Brand Trust (Study On Shopee Consumers In Malang City)). Sarjana thesis, Universitas Brawijaya.

Abstract

Persaingan ketat diantara perusahaan dan pengusaha membuat pengusaha mengadopsi strategi terbaik dalam mendapatkan dan mempertahankan pelanggan mereka. Bersamaan dengan perkembangan pesat dari teknologi terkini di bidang bisnis, banyak orang menguntungkan dirinya melalui kerjasama kolaborasi dengan tokoh berpengaruh di media sosial yang umumnya disebut dengan selebriti endorser. Studi ini bertujuan untuk menginvestigasi lebih lanjut terkait efek dari selebriti endorser pada niat pembelian ulang konsumen melalui kepercayaan merek, khhususnya dalam kasus pengguna Shopee di kota Malang. Dengan menggunakan metode kuantitatif deskriptif dan menggunakan hasil kuisioner dari 150 responden untuk mengumpulkan data utama, studi ini berupaya untuk menguji keempat hipotesis yang diajukan, yang mana kemudian ditunjukkan bahwa keempat hipotesis diterima. H1 menyatakan bahwa variabel selebriti endorser (X) mempengaruhi variabel kepercayaan merek (Z), H2 menyatakan bahwa variabel kepercayan merek (Z) mempengaruhi variabel niat pembelian ulang (Y), H3 menyatakan bahwa variabel selebriti endorser (X) mempengaruhi variabel niat pembelian ulang (Y), H4 menyatakan bahwa variable selebriti endorser (X) memiliki pengaruh tidak langsung terhadap variabel niat pembelian ulang (Y) melalui variabel kepercayaan merek (Z). Studi ini menyimpulkan bahwa kepercayaan, pelayanan, keahlian dan daya tarik dari merek dan selebriti endorser memiliki pengaruh signifikan terhadap niat pembelian ulang konsumen di Shopee

English Abstract

Intense competition among companies and entrepreneurs prompted people to adopt the best strategy to obtain and retain their customers. Along with the rapid advancement of current technology in the business field, many people benefit themselves by working collaboratively with influential figures in social media, commonly referred to as celebrity endorsers. This research aimed to investigate the effect of celebrity endorsers on consumer repurchase intention through brand trust, specifically in the case of Shopee consumers in Malang City. By employing a descriptive quantitative method and using questionnaire results from 150 respondents to gather the primary data, this research attempted to test the four proposed hypotheses, which later showed that all hypotheses were accepted. H1 stated that the celebrity endorser variable (X) influences the brand trust variable (Z), H2 stated that the brand trust variable (Z) influences the repurchase intention variable (Y), H3 stated that celebrity endorser variable (X) influences the repurchase intention variable (Y), H4 stated that celebrity endorser variable (X) has an indirect effect on the repurchase intention variable (Y) through the brand trust variable (Z). This research concluded that the trustworthiness, services, expertise, and attractiveness of both the brand and the associated celebrity endorser significantly impact consumers' repurchase intention at Shopee

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0521020268
Uncontrolled Keywords:	selebriti endorser, kepercayaan merek, niat pembelian ulang, Shopee, celebrity endorser, brand trust, repurchase intention, Shopee
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	21 Jan 2022 02:19
Last Modified:	10 Oct 2024 03:01
URI:	http://repository.ub.ac.id/id/eprint/188603

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