KHOFIFAH, NURUL (2022) PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Smartphone Xiaomi Di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text (SKRIPSI) Nurul Khofifah_5551200168_Fulltext.pdf Restricted to Registered users only until 27 December 2022. Download (4MB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_01.pdf Restricted to Registered users only until 27 December 2022. Download (1MB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_02.pdf Restricted to Registered users only until 27 December 2022. Download (500kB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_03.pdf Restricted to Registered users only until 27 December 2022. Download (510kB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_04.pdf Restricted to Registered users only until 27 December 2022. Download (1MB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_05.pdf Restricted to Registered users only until 27 December 2022. Download (159kB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_Ref.pdf Restricted to Registered users only until 27 December 2022. Download (409kB)
	Text (SKRIPSI) Nurul Khofifah_5551200168_Lampiran.pdf Restricted to Registered users only until 27 December 2022. Download (1MB)

Abstract

This study aims to determine the direct and indirect effects of celebrity endorsers, product quality, social media marketing and brand image on purchasing decisions. The research method used is quantitative with a descriptive approach. Data obtained by using a questionnaire. The population in this study are Xiaomi smartphone users in the city of Cilegon who are 20-55 years old. The number of research samples is 126 respondents with convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3.3.3 analysis tool. The results of this study indicate that celebrity endorser (X1) has an indirect effect on purchasing decisions, product quality (X2) and social media marketing (X3) have a direct effect on purchasing decisions. The results of the mediation test show that Brand Image as an intervening variable is not able to mediate the relationship between Celebrity Endorsers and Purchasing Decisions, Brand Image as an intervening variable is not able to mediate the relationship between Product Quality and Purchase Decisions, then Brand Image as an intervening variable is not able to mediate the relationship between Social Media Marketing on Purchase Decision with results that have no significant effect. Keywords: Celebrity Endorser, Product Quality, Social Media Marketing, Purchase Decision and Brand Image.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor H.E.R. Taufik, SE., MM., M.Si., Ph.D, H.E.R. Taufik, SE., MM., M.Si., Ph.D 196412122000121005 Thesis advisor Dr. Liza Mumtazah D, SE., M.Si, Dr. Liza Mumtazah D, SE., M.Si 197411292005012001
Additional Information:	Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan tidak langsung celebrity endorser, kualitas produk, social media marketing dan citra merek terhadap keputusan pembelian. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Data diperoleh dengan menggunakan kuesioner. Populasi dalam penelitian ini adalah penguna smartphone Xiaomi di kota Cilegon yang berusia 20-55 tahun. Jumlah sampel penelitian sebanyak 126 responden penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Hasil penelitian ini menunjukkan bahwa celebrity endorser (X1) berpengaruh tidak langsung terhadap keputusan pembelian, kualitas produk (X2) dan social media marketing (X3) berpengaruh langsung terhadap keputusan pembelian. Hasil uji mediasi menunjukkan bahwa Citra Merek sebagai variabel intervening tidak mampu memediasi hubungan antara Celebrity Endorser terhadap Keputusan Pembelian, Citra Merek sebagai variabel intervening tidak mampu memediasi hubungan antara Kualitas Produk terhadap Keputusan Pembelian, kemudian Citra Merek sebagai variabel intervening tidak mampu memediasi hubungan antara Social Media Marketing terhadap Keputusan Pembelian dengan hasil yang tidak berpengaruh signifikan. Kata Kunci : Celebrity Endorser, Kualitas Produk, Social Media Marketing, Keputusan Pembelian dan Citra Merek.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
Depositing User:	Nurul Khofifah
Date Deposited:	26 Dec 2022 16:50
Last Modified:	26 Dec 2022 16:50
URI:	http://eprints.untirta.ac.id/id/eprint/19067

Actions (login required)

View Item