HUBUNGAN CELEBGRAM ENDORSEMENT TERHADAP INTENTION TO PURCHASE PADA DEWASA AWAL

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

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 185
NIM: 46114110034
Uncontrolled Keywords: Celebrity endorsement, Intention to purchase
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Aug 2019 01:34
Last Modified: 23 Oct 2019 07:52
URI: http://repository.mercubuana.ac.id/id/eprint/50089

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