PENGARUH CELEBRITY ENDORSEMENT, E-WORD OF MOUTH, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Pada Klinik ZAP Tangerang)

MASRUROH, UMI (2019) PENGARUH CELEBRITY ENDORSEMENT, E-WORD OF MOUTH, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Pada Klinik ZAP Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of celebrity endorsement, e-word of mouth, and service quality on the purchasing decisions of the ZAP Clinic. The research method used in this research is descriptive method. The object of this research is 160 ZAP Clinic consumers in Alam Sutra Tangerang. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool.The results showed that the celebrity endorsement had a positive and significant effect on purchasing decisions. E-word of mouth has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Keywords : Celebrity endorsement, E-word of Mouth, Service Quality, Buying Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh celebrity endorsement, e-word of mouth, dan service quality terhadap keputusan pembelian Klinik ZAP. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah konsumen Klinik ZAP di Alam Sutra Tangerang sebanyak 160 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan celebrity endorsement berpengaruh positif dan signifikan terhadap keputusan pembelian. E-word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Service quality berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Celebrity endorsement, E-word of mouth, Service quality, Keputusan pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 491
Call Number: SE/31/19/118
NIM: 43114120105
Uncontrolled Keywords: Celebrity endorsement, E-word of mouth, Service quality, 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 > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.15 Instruction Services/Jasa Instruksi
200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 02:29
Last Modified: 07 Jan 2020 03:44
URI: http://repository.mercubuana.ac.id/id/eprint/52526

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