Soraya, Az’zahra Dinda and Dr. Nanang Suryadi, (2022) Pengaruh Harga, Celebrity Endorser, Dan Social Media Marketing Terhadap Intention To Buy Produk (Studi Pada Konsumen Milenial Pengguna Produk The Body Shop Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Produk kecantikan di era modern saat ini telah mengalami perkembangan yang cukup pesat salah satunya adalah produk skincare dan kosmetik. Perkembangan produk skincare dan kosmetik saat ini melonjak drastis dengan datangnya produk- produk dari dalam negeri maupun luar negeri. Banyaknya pilihan produk dapat mempengaruhi intention to buy konsumen sesuai dengan kebutuhan yang diperlukan. Penelitian ini dilakukan untuk mengetahui pengaruh harga, celebrity endorser, dan social media marketing terhadap intention to buy produk. Jenis penelitian ini adalah penelitian explanatori yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 160 responden dengan ketentuan berdomisili di Kota Malang dan berusia 20 hingga 39 tahun. Analisis data menggunakan SPSS 16.0. Berdasarkan dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa (1) variabel harga memiliki pengaruh yang positif dan signifikan terhadap intention to buy produk, (2) variabel celebrity endorser memiliki pengaruh yang tidak positif dan tidak siginifikan terhadap intention to buy produk, dan (3) variabel social media marketing memiliki pengaruh yang positif dan signifikan terhadap intention to buy produk.
English Abstract
Beauty products in the modern era have experienced rapid development, one of which is skin care and cosmetic products. The development of skincare and cosmetic products is currently surging drastically with the arrival of products from within the country and abroad. The number of product choices can affect consumer intentions to buy according to the needs needed. This study was conducted to determine the effect of price, celebrity endorser, and social media marketing on product purchase intentions. This type of research is explanatory research which explains the causal relationship between research variables through hypothesis testing. The sampling technique used is non-probability sampling and purposive sampling method. The sample size used is 160 respondents with the provision that they are domiciled in Malang City and aged 20 to 39 years. Data analysis using SPSS 16.0. Based on the results of testing the three hypotheses, it can be concluded that (1) the price variable has a positive and significant effect on product purchase intentions, (2) the celebrity endorser variable has a non-positive and insignificant effect. on product purchase intentions, and (3) social media marketing variables have a positive and significant effect on product purchase intentions
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020189 |
| Uncontrolled Keywords: | harga, celebrity endorser, social media marketing, intention to buy, price, celebrity endorser, social media marketing, intention to buy. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jan 2023 07:28 |
| Last Modified: | 24 Jan 2023 07:29 |
| URI: | http://repository.ub.ac.id/id/eprint/196893 |
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