PRADITHA, MUTHIA YUNI (2019) HUBUNGAN CELEBGRAM ENDORSEMENT TERHADAP INTENTION TO PURCHASE PADA DEWASA AWAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine whether there is a relationship between Celebgram Endorsement and Intention To Purchase in early adulthood with an age range of 18-40 years. The sampling method used is cluster sampling with respondents as many as 406 respondents. Data analysis using Pearson correlation with SPSS version 22 for Windows. The reliability results on the celebrity endorsement scale were 0.687 and the reliability of the intention to Purchase scale was 0.921. The results of the choreal analysis r = 0.203 with a significance level of 0.000 (P <0.01) which means that between celebrity endorsement and the intention to purchase have a positive relationship. Conclusion Based on the results of the analysis and discussion conducted in this study, it can be concluded that there is a positive and significant relationship between celebrity endorsement and intention to purchase in early adults in Jakarta. Keywords: Celebrity endorsement,Intention to purchase Penelitian ini bertujuan untuk mengetahui apakah adanya hubungan Celebgra Endorsement Terhadap Intention To Purchase pada usia dewasa awal dengan rentang usia 18-40 tahun. Metode sampling yang digunakan adalah Cluster Sampling dengan responden sebanyak 406 responden. Analisa data menggunakan korelasi pearson dengan program SPSS versi 22 for windows. Hasil reliabilitas pada skala celebrity endorsement adalah sebesar 0,687 dan reliabilitas skala intention to Purchase adalah 0,921. Hasil analisis korealsi r = 0,203 dengan taraf signifikansi level 0,000 (P<0,01) yang artinya bahwa antara celebrity endorsement terhadap intention to purchase memiliki hubungan yang positif. Kesimpulan Berdasarkan hasil analisis dan pembahasan yang telah dilakukan dalam penelitian ini, maka dapat dikemukakan kesimpulan yaitu terdapat hubungan positif dan signifikan antara celebrity endorsement dan intention to purchase pada dewasa awal di Jakarta. Kata kunci : Celebrity endorsement, Intention to purchase
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