NURASIAH, SITI (2026) PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Deodorant Rexona). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (SKRIPSI)
SITI NURASIAH_5551200025_Fulltext.pdf Restricted to Registered users only Download (18MB) | Request a copy |
|
Text (BAB I)
SITI NURASIAH_5551200025_01.pdf Restricted to Registered users only Download (14MB) | Request a copy |
|
Text (BAB II)
SITI NURASIAH_5551200025_02.pdf Restricted to Registered users only Download (439kB) | Request a copy |
|
Text (BAB III)
SITI NURASIAH_5551200025_03.pdf Restricted to Registered users only Download (954kB) | Request a copy |
|
Text (BAB IV)
SITI NURASIAH_5551200025_04.pdf Restricted to Registered users only Download (947kB) | Request a copy |
|
Text (BAB V)
SITI NURASIAH_5551200025_05.pdf Restricted to Registered users only Download (216kB) | Request a copy |
|
Text (Daftar Pustaka)
SITI NURASIAH_5551200025_Ref.pdf Restricted to Registered users only Download (479kB) | Request a copy |
|
Text (Lampiran)
SITI NURASIAH_5551200025_LAMP.pdf Restricted to Registered users only Download (1MB) | Request a copy |
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis dan memberikan pandangan baru mengenai pemanfaatan strategi pemasaran content marketing dan celebrity endorser yang dimediasi oleh brand trust yang dapat mempengaruhi purchase decision dalam Upaya meningkatkan penjualan produk deodorant Rexona. Dalam penelitian ini metode yang digunakan untuk menganalisis adalah pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) berbasis SmartPLS 4. Sampel penelitian yang digunakan ebanyak 160 responden pengguna deodorant Rexona yang diambil menggunakan teknik accidental sampling. Hasil penelitian menunjukkan bahwa (1) content marketing berpengaruh positif dan signifikan terhadap purchase decision, (2) celebrity endorser berpengaruh positif dan tidak signifikan terhadap purchase decision, (3) content marketing berpengaruh positif dan signifikan terhadap brand trust, (4) celebrity endorser berpengaruh positif dan signifikan terhadap brand trust, (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision, (6) content marketing berpengaruh positif dan signifikan terhadap purchase decision dimediasi oleh brand trust, (7) celebrity endorser berpengaruh positif dan signifikan terhadap purchase decision dimediasi oleh brand trust.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | The purpose of this study is to analyze and provide new insights into the use of content marketing and celebrity endorsement strategies, mediated by brand trust, to influence purchase decisions in an effort to increase sales of Rexona deodorant products. This study employed a quantitative analysis method using Structural Equation Modeling (SEM) based on SmartPLS 4. The sample size was 160 Rexona deodorant users, selected using an accidental sampling technique. The results of the study indicate that (1) content marketing has a positive and significant effect on purchase decisions, (2) celebrity endorsers have a positive but insignificant effect on purchase decisions, (3) content marketing has a positive and significant effect on brand trust, (4) celebrity endorsers have a positive and significant effect on brand trust, (5) brand trust has a positive and significant effect on purchase decisions, (6) content marketing has a positive and significant effect on purchase decisions mediated by brand trust, (7) celebrity endorsers have a positive and significant effect on purchase decisions mediated by brand trust. Content Marketing, Celebrity Endorser, Brand Trust, and Purchase Decision | |||||||||
| Uncontrolled Keywords: | Content Marketing, Celebrity Endorser, Brand Trust, and Purchase Decision Content Marketing, Celebrity Endorser, Brand Trust, dan Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | sitinurasiah Siti Nurasiah | |||||||||
| Date Deposited: | 06 Apr 2026 02:51 | |||||||||
| Last Modified: | 06 Apr 2026 02:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/57237 |
Actions (login required)
 |
View Item |