Pengaruh Celebrity Endorsers dan Electronic Word of Mouth terhadap Keputusan Pembelian (Survei pada Mahasiswa Aktif Pengguna Whitelab di Kota Malang).

Nugroho, Christopher Ponco Adi and Lusy Deasyana Rahma Devita, SAB., MAB. (2023) Pengaruh Celebrity Endorsers dan Electronic Word of Mouth terhadap Keputusan Pembelian (Survei pada Mahasiswa Aktif Pengguna Whitelab di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Berbagai perusahaan di banyak industri menerapkan strategi digital marketing dalam strategi pemasarannya, termasuk perusahaan di bidang kosmetik seperti Whitelab. Berdasarkan digital marketing yang dilakukan Whitelab dapat mengarah pada pembelian yang dilakukan oleh konsumen. Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Celebrity Endorsers secara parsial terhadap produk Whitelab oleh mahasiswa aktif di Kota Malang, (2) mengetahui dan menjelaskan pengaruh Electronic Word of Mouth secara parsial terhadap keputusan pembelian produk Whitelab oleh mahasiswa aktif di Kota Malang, dan (3) mengetahui dan menjelaskan pengaruh Celebrity Endorsers dan Electronic Word of Mouth secara simultan terhadap keputusan pembelian produk whitelab oleh mahasiswa aktif di Kota Malang. Jenis Penelitian yang digunakan adalah explanatory research dengan pendekatan metode kuantitatif. Variabel penelitian ini meliputi variabel independen berupa Celebrity Endorsers dan Electronic Word of Mouth serta variabel dependen berupa Keputusan Pembelian. Populasi dalam penelitian ini merupakan Mahasiswa Aktif dari Universitas di kota Malang yang Menggunakan Produk Whitelab. Penelitian ini menggunakan sampel sebanyak 100 orang responden dengan menggunakan teknik pengambilan sampel berupa purposive sampling. Metode pengumpulan data dalampenelitian ini menggunakan kuesioner. Teknik analisis data yang digunakan ialah analisis statistik deskriptif dan analisis Regresi Linear Berganda. Pengolahan data dalam penelitian ini menggunakan SPSS 26 for Windows. Hasil analisis regresi linear berganda menunjukan bahwa (1) variabel Celebrity Endorsers (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) variabel Electronic Word of Mouth (X2) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), dan (3) variabel Celebrity Endorsers (X1) dan Electronic Word of Mouth (X2) secara simultan (bersama) berpengaruh terhadap Keputusan Pembelian (Y).

English Abstract

Various companies in many industries apply digital marketing strategies in their marketing strategies, including companies in the field of cosmetics, as if Whitelab. Based on digital marketing carried out by Whitelab, it can lead to purchases made by consumers. This research aims to (1) determine and explain the partial influence of Celebrity Endorsers on Whitelab products by active students in Malang City, (2) determine and explain the partial influence of Electronic Word of Mouth on purchasing decisions for Whitelab products by active students in Malang City, and (3) determine and explain the influence of Celebrity Endorsers and Electronic Word of Mouth simultaneously on the decision to purchase Whitelab products by active students in Malang City. The type of research used is explanatory research with a quantitative method approach. This research variable includes independent variables in the form of Celebrity Endorsers and Electronic Word of Mouth as well as the dependent variable in the form of Purchase Decisions. The population in this study are active students from universities in the city of Malang who use Whitelab products. This research used a sample of 100 respondents using a sampling technique in the form of purposive sampling. The data collection method in this research uses a questionnaire. The data analysis technique used is descriptive statistical analysis and Multiple Linear Regression analysis. Data processing in this research uses SPSS 26 for Windows. The results of multiple linear regression analysis show that (1) the Celebrity Endorsers variable (X1) partially has a significant effect on Purchasing Decisions (Y), (2) the Electronic Word of Mouth variable (X2) partially has a significant effect on Purchasing Decisions (Y), and (3) the variables Celebrity Endorsers (X1) and Electronic Word of Mouth (X2) simultaneously (together) have a significant effect on Purchasing Decisions (Y).

Item Type:	Thesis (Sarjana)
Identification Number:	0523030484
Uncontrolled Keywords:	Celebrity Endorsers, Electronic Word of Mouth, Keputusan Pembelian
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	09 Jan 2024 06:42
Last Modified:	09 Jan 2024 06:42
URI:	http://repository.ub.ac.id/id/eprint/206365

Text (DALAM MASA MEMBARGO) Christopher Ponco.pdf Restricted to Registered users only until 31 December 2025. Download (6MB)

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