ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Miting Lobster Jakarta)

CARZY, ARIS EDO (2019) ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Miting Lobster Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HALAMAN COVER) 1. Hal Judul.pdf Download (212kB) | Preview
Preview	Text (ABSTRAK) 2. Abstrak.pdf Download (202kB) | Preview
Preview	Text (LEMBAR PERNYATAAN) 3. surat peryataan.pdf Download (526kB) | Preview
Preview	Text (LEMBAR PENGESAHAN) 4. lembar pengesahan.pdf Download (465kB) | Preview
Preview	Text (KATA PENGANTAR) 5. kata pengantar.pdf Download (244kB) | Preview
Preview	Text (DAFTAR ISI) 6. Daftar isi.pdf Download (231kB) | Preview
Preview	Text (DAFTAR TABEL) 7. Daftar tabel.pdf Download (203kB) | Preview
Preview	Text (DAFTAR GAMBAR) 8. DAFTAR GAMBAR.pdf Download (200kB) | Preview
Preview	Text (DAFTAR LAMPIRAN) 9. DAFTAR LAMPIRAN.pdf Download (197kB) | Preview
	Text (BAB 1) 10 BAB I.pdf Restricted to Registered users only Download (506kB)
	Text (BAB 2) 11. BAB II.pdf Restricted to Registered users only Download (405kB)
	Text (BAB 3) 12. BAB III.pdf Restricted to Registered users only Download (356kB)
	Text (BAB 4) 13. Bab IV.pdf Restricted to Registered users only Download (728kB)
	Text (BAB 5) 14. Bab V.pdf Restricted to Registered users only Download (206kB)
	Text (DAFTAR PUSTAKA) 16. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (298kB)
	Text (LAMPIRAN) 17. Lampiran.pdf Restricted to Registered users only Download (1MB)

Abstract

This study aims to determine the effect of celebrity endorsement, electronic word of mouth and customer satisfaction on consumer purchasing decisions for lobster miting in Jakarta. , because the population is not limited, sampling uses the formula Hair et al. The definition of Hair et al (2010) in Daniel (2015) that the number of samples as respondents must be adjusted to the number of question indicators used in the questionnaire, assuming n x 5 observed variables (indicators) so that the number of samples taken is 140 respondents. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that there is a significant influence between celebrity endorsement on purchasing decisions, there is no influence between electronic word of mouth and purchasing decisions and there is a significant influence between customer satisfaction and purchasing decisions. Keywords: Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Customer Satisfaction, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement, electronic word of mouth dan kepuasan pelanggan terhadap keputusan pembelian konsumen miting lobster Jakarta. , karena populasi tidak terbatas maka pengambilan sampel menggunakan rumus Hair et al. Definisi Hair et al (2010) bahwa banyaknya sampel sebagai responden harus disesuaikan dengan banyaknya indikator pertanyaan yang digunakan pada kuisioner, dengan asumsi n x 5 observed variable (indikator) sehingga jumlah sample yang diambil adalah sebesar 140 responden. Metode pengumpulan data menggunakan metode survey , dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa adanya pengaruh yang signikfikan antara celebrity endorsement terhadap keputusan pembelian, tidak adanya pengaruh antara electronic word of mouth dengan keputusan pembelian dan adanya pengaruh yang signifikan antara kepuasan pelanggan dengan keputusan pembelian. Kata Kunci : Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 797
NIM/NIDN Creators:	43115110515
Uncontrolled Keywords:	Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.68 Relations with Other Organizations/Hubungan dengan Organisasi Lain 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.624 Economic Organization/Organisasi Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 383 Postal Communication/Komunikasi Pos > 383.4 Postal Organizations/Organisasi Pos
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	23 Nov 2021 07:51
Last Modified:	19 Jul 2022 04:04
URI:	http://repository.mercubuana.ac.id/id/eprint/50711

Actions (login required)

View Item