HUBUNGAN PERSEPSI CELEBRITY ENDORSER DAN KEPRIBADIAN EXTRAVERSI TERHADAP INTENSI MEMBELI PRODUK ERTOS

GUSTIANA, IQLIMA (2020) HUBUNGAN PERSEPSI CELEBRITY ENDORSER DAN KEPRIBADIAN EXTRAVERSI TERHADAP INTENSI MEMBELI PRODUK ERTOS. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to find out whether there is a relationship between consumer perceptions of ERTOS celebrity endorser on Instagram on purchase intention and knowing whether there is a relationship between extraversion personality to purchase intention. The method used in this study is quantitative research with data collection techniques, namely using a questionnaire. The sample in this study was the millennial generation of ERTOS users with samples of 400 respondents. Data analysis techniques to test hypotheses using Spearman rank correlation test using the Perception of Celebrity Endorser (X1), Extraversion (X2) and Relationship to Buying Intention (Y) ERTOS Products. The results of this study indicate that there is a significant relationship between perceptions of celebrity endorser and extraversion personality on purchase intention on ERTOS purchases on social media instagram with a correlation value of 0.596 (p < 0.001). There is a significant relationship between perceptions of Extraversion Personality and extraversion personality on purchase intention on ERTOS purchases on Instagram social media with a correlation value of 0.221 (p < 0.001). Keyword(s) : Celebrity Endorser, Extraversion Personality, Purchasing Intention Tujuan pembuatan skripsi ini yaitu (1) Mengetahui adakah hubungan persepsi konsumen pada celebrity endorser ERTOS di Instagram terhadap purchase intention dan (2) Mengetahui adakah hubungan kepribadian extraversi terhadap purchase intention. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan teknik pengumpulan data yaitu menggunakan kuesioner. Sampel dalam penelitian ini adalah generasi milenial yang mengetahui maupun pengguna produk ERTOS dengan sampel 400 responden. Teknik analisa data untuk menguji hipotesis menggunakan uji korelasi rank spearman dengan menggunakan variabel Persepsi terhadap Celebrity Endorser (X1), Kepribadian Extraversion (X2) dan Hubungan Terhadap Intensi Membeli (Y) Produk ERTOS. Hasil penelitian ini menunjukkan bahwa (1) Terdapat hubungan yang signifikan antara persepsi terhadap celebrity endorser dan kepribadian extraversion terhadap purchase intention pada pembelian ERTOS di media sosial instagram dengan nilai korelasi sebesar 0.596 dengan p-value 0.000 < 0.001. (2) Terdapat hubungan yang signifikan antara persepsi terhadap Kepribadian Extraversion dan kepribadian extraversion terhadap purchase intention pada pembelian ERTOS di media sosial instagram dengan nilai korelasi sebesar 0.221 dengan p-value 0.000 < 0.001. Kata Kunci : Celebrity Endorser, Kepribadian Extraversion, Intensi Membeli

Item Type: Thesis (S1-Sarjana)
NIM: 46115010015
Uncontrolled Keywords: Celebrity Endorser, Kepribadian Extraversion, Intensi Membeli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Jul 2020 05:56
Last Modified: 04 Jul 2020 05:56
URI: http://repository.mercubuana.ac.id/id/eprint/56188

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