ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ADVERTISING, ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION LAYANAN INTERNET SMARTFREN

MAYNINGSIH, TRI (2021) ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ADVERTISING, ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION LAYANAN INTERNET SMARTFREN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Information technology Advances in this modern era have made the internet an inseparable part of human life. Data that’s taken from internetworldstats.com (2019) currently shows that the number of internet users in Indonesia is around 171,260,000 spread across 34 provinces in Indonesia. With a large population and many internet users in Indonesia, it has a positive impact on the economic side of the Indonesian internet. The large number of internet users in Indonesia has resulted in telecommunication services in Indonesia experiencing rapid development, this is evidenced by the large number of cellular operators competing in the internet provider business. This research aims to determine the effect of Celebrity Endorsement, Advertising, eWOM towards Purchase Intention of Smartfren internet services. The population criteria in this research are the Jabodetabek area, respondents have never used Smartfren internet services. The sampling technique used is purposive sampling and data collection methods through online questionnaires spread on 182 respondents. To determine the factors that affect Celebrity Endorsement, Advertising , eWOM to Purchase Intention using the SmartPLS (Partial Least Square) software method. Keywords: Celebrity Endorsement, Advertising, eWOM, Purchase Intention. Kemajuan teknologi informasi di era modern ini, membuat internet menjadi hal yang tidak terpisahkan dari kehidupan manusia. Data yang diambil dari internetworldstats.com ( 2019) saat ini menunjukan jumlah pengguna internet di Indonesia berkisar 171.260.000 yang tersebar di 34 propinsi di Indonesia. Dengan jumlah penduduk yang besar dan banyaknya pengguna internet di Indonesia, membawa dampak positif bagi sisi ekonomi internet Indonesia. Banyaknya pengguna internet di Indonesia mengakibatkan jasa telekomunikasi di Indonesia mengalami perkembangan yang cukup pesat, hal ini terbukti dengan banyaknya operator-operator seluler yang bersaing dalam bisnis penyedia internet. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorsement, Advertising, eWOM terhadap Purchase Intention layanan internet Smartfren. Kriteria populasi dalam penelitian ini adalah wilayah Jabodetabek, responden belum pernah melakukan pemakaian layanan internet Smartfren.Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 182 orang responden.Untuk mengetahui faktor- faktor yang mempengaruhi Celebrity Endorsement, Advertising, eWOM terhadap Purchase Intention menggunakan metode dengan software SmartPLS (Partial Least Square). Kata Kunci: Celebrity Endorsement, Advertising, eWOM, Purchase Intention

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