PENGARUH CELEBRITY ENDORSER, KEPERCAYAAN DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI INSTAGRAM (Studi Kasus Pada Mahasiswa Universitas Mercu Buana)

PURWANTO, JOKO (2020) PENGARUH CELEBRITY ENDORSER, KEPERCAYAAN DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI INSTAGRAM (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
1. Cover.pdf

Download (219kB) | Preview
[img]
Preview
Text (ABSTRAK)
2. Abstrak.pdf

Download (216kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
3. Lembar Pernyataan.pdf

Download (420kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf

Download (435kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf

Download (246kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
6. Daftar Isi.pdf

Download (222kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf

Download (217kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf

Download (23kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf

Download (21kB) | Preview
[img] Text (BAB I)
10. Bab 1.pdf
Restricted to Registered users only

Download (402kB)
[img] Text (BAB II)
11. Bab 2.pdf
Restricted to Registered users only

Download (388kB)
[img] Text (BAB III)
12. Bab 3.pdf
Restricted to Registered users only

Download (349kB)
[img] Text (BAB IV)
13. Bab 4.pdf
Restricted to Registered users only

Download (492kB)
[img] Text (BAB V)
14. Bab 5.pdf
Restricted to Registered users only

Download (217kB)
[img] Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf
Restricted to Registered users only

Download (273kB)
[img] Text (DAFTAR PUSTAKA)
16. Lampiran.pdf
Restricted to Registered users only

Download (445kB)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Celebrity Endorser, Kepercayaan,dan Viral Marketing terhadap Keputusan Pembelian pada Mahasiswa Universitas Mercu Buana yang pernah melakukan pembelian online di Instagram. Penelitian ini dilakukan karena banyaknya transaksi online di instagram padahal secara keamanan kurang dapat di percaya. Peneliti merasa perlu melakukan penelitian untuk mengetahui faktor- faktor apa saja yang mempengaruhi hal tersebut. Objek penelitian ini dilakukan terhadap mahasiswa Universitas Mercu Buana yang pernah melakukan pembelian online di Instagram, dengan mengambil 170 sampel ditentukan berdasarkan metode incidental sampling dengan menguji validitas, realibitas dan pengujian hipotesis menggunakan aplikasi Structural Equition Modeling (SEM) pada program LISREL. Hasil penelitian ini menunjukan bahwa secara parsial variabel kepercayaan berpengaruh positif signifikan terhadap keputusan pembelian. Sedangkan variabel Celebrity Endorser dan Viral Marketing tidak berpengaruh terhadap keputusan pembelian. Kata Kunci : Celebrity Endorser, kepercayaan, Viral Marketing, keputusan pembelian. This study aims to analyze the influence of Celebrity Endorser, trust, and Viral Marketing on purchasing decisions on Mercu Buana University students who have made online purchases on Instagram. This research was conducted because of the large number of online transactions on Instagram even though it is less trustworthy in security. Researchers feel the need to do research to find out what factors influence this. The object of this research was carried out on Mercu Buana University students who had made online purchases on Instagram by taking 170 samples was determined based on the incidental sampling method by testing the validity, reliability and hypothesis testing using the Structural Equition Modeling (SEM) application in the LISREL program. The results of the study show that partially the trust variable is influential positive and significant for purchasing decisions. While, Variable Celebrity Endorsers and the Viral Marketing variable has no effect on purchasing decisions. Keywords: Celebrity Endorser, trust, Viral Marketing, purchasing decisions.

Item Type: Thesis (S1-Sarjana)
NIM: 43115110308
Uncontrolled Keywords: Celebrity Endorser, trust, Viral Marketing, purchasing decisions.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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 Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 26 Mar 2020 07:35
Last Modified: 26 Mar 2020 07:35
URI: http://repository.mercubuana.ac.id/id/eprint/55227

Actions (login required)

View Item View Item