MUKHTA, MUTIARA (2024) PENGARUH CELEBRITY ENDORSEMENT DAN E-WOM TERHADAP MINAT BELI DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa/i Pengguna Marketplace Shopee di Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the influence of celebrity endorsement (X1) and electronic word of mouth (EWOM) (X2) on purchase interest (Y) mediated by brand image (Z) on the Shopee marketplace, a study of students at Sultan Ageng Tirtayasa University. The method used in this research is quantitative research with a descriptive approach. The population is students from Sultan Ageng Tirtayasa University. The sample taken in this research was 112 respondents who had used the Shopee marketplace using the purposive sampling method. This research uses Structural Equation Modeling (SEM) data analysis techniques using the SmartPLS version 4.0 analysis tool The results of this research show that: (1) Celebrity Endorsement has no effect on Purchase Interest. (2) Electronic Word of Mouth (EWOM) has a positive and significant effect on Purchase Interest. (3) Celebrity Endorsement has a positive and significant effect on Brand Image. (4) Electronic Word of Mouth (EWOM) has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Interest. (6) Celebrity Endorsement of Purchase Interest can be mediated by Brand Image. (7) Electronic Word of Mouth on Purchase Interest can be mediated by Brand Image.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement (X1) dan electronic word of mouth (EWOM) (X2) terhadap minat beli (Y) dengan dimediasi oleh brand Image (Z) pada marketplace Shopee studi pada mahasiswa/i Universitas Sultan Ageng Tirtayasa. Metode yang digunakan pada penelitian ini adalah penelitian kuantitatif dengan pendekatan desriptif. Dengan populasi yaitu mahasiswa/i Universitas Sultan Ageng Tirtayasa. Pengambilan sampel pada penelitian ini berjumlah 112 responden yang pernah menggunakan marketplace Shopee dengan menggunakan metode purposive sampling. Penelitian ini menggunakan teknik analisis data Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS versi 4.0 Hasil penelitian ini menunjukkan bahwa: (1) Celebrity Endorsement tidak berpengaruh terhadap Minat Beli. (2) Electronic Word of Mouth (EWOM) berpengaruh positif dan signifikan terhadap Minat Beli. (3) Celebrity Endorsement berpengaruh positif dan signifikan terhadap Brand Image. (4) Electronic Word of Mouth (EWOM) berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan signifikan terhadap Minat Beli. (6) Celebrity Endorsement terhadap Minat Beli dapat dimediasi oleh Brand Image. (7) Electronic Word of Mouth terhadap Minat Beli dapat dimediasi oleh Brand Image. | |||||||||
| Uncontrolled Keywords: | Celebrity Endorsement, E-WOM, Purchase Interest and Brand Image. Celebrity Endorsement, E-WOM, Minat Beli dan Brand Image. | |||||||||
| Subjects: | Communication > Science Journalism | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mutiara Mukhta | |||||||||
| Date Deposited: | 27 May 2024 15:42 | |||||||||
| Last Modified: | 30 May 2024 10:23 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35521 |
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