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.
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