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

GUSTIANA, IQLIMA (2019) HUBUNGAN PERSEPSI CELEBRITY ENDORSER DAN KEPRIBADIAN EXTRAVERSI TERHADAP INTENSI MEMBELI PRODUK ERTOS. S1 thesis, Universitas Mercu Buana.

[img]
Preview
 Text (HALAMAN COVER)
01. Halaman Judul.pdf
Download (34kB) | Preview
[img]
Preview
 Text (ABSTRAK)
02. Abstrak.pdf
Download (107kB) | Preview
[img]
Preview
 Text (LEMBAR PERNYATAAN)
03. Surat Pernyataan.pdf
Download (129kB) | Preview
[img]
Preview
 Text (LEMBAR PENGESAHAN)
04. Lembar Pengesahan.pdf
Download (63kB) | Preview
[img]
Preview
 Text (KATA PENGANTAR)
06. Kata Pengantar.pdf
Download (170kB) | Preview
[img]
Preview
 Text (DAFTAR ISI)
07. Daftar Isi.pdf
Download (115kB) | Preview
[img]
Preview
 Text (DAFTAR TABEL)
08. Daftar Tabel.pdf
Download (108kB) | Preview
[img]
Preview
 Text (DAFTAR GAMBAR)
09. Daftar Gambar.pdf
Download (102kB) | Preview
[img]
Preview
 Text (DAFTAR LAMPIRAN)
10. Daftar Lampiran.pdf
Download (142kB) | Preview
[img] Text (BAB 1)
11. Bab 1.pdf
Restricted to Registered users only
Download (190kB)
[img] Text (BAB 2)
12. Bab 2.pdf
Restricted to Registered users only
Download (271kB)
[img] Text (BAB 3)
13. Bab 3.pdf
Restricted to Registered users only
Download (287kB)
[img] Text (BAB 4)
14. Bab 4.pdf
Restricted to Registered users only
Download (270kB)
[img] Text (BAB 5)
15. Bab 5.pdf
Restricted to Registered users only
Download (106kB)
[img] Text (DAFTAR PUSTAKA)
16. Daftar Pustaka.pdf
Restricted to Registered users only
Download (190kB)
[img] Text (LAMPIRAN)
17. Lampiran.pdf
Restricted to Registered users only
Download (886kB)

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)
Call Number CD: FP/PSI. 19 251
NIM/NIDN Creators: 46115010015
Uncontrolled Keywords: Celebrity Endorser, Kepribadian Extraversion, Intensi Membeli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi > 021.2 Relationship with the Community/Hubungan Perpustakaan dengan Masyarakat
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi > 021.3 Relationship with Other Educational Institutions/Hubungan Perpustakaan dengan Lembaga Pendidikan
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 23 Feb 2022 08:01
Last Modified: 08 Jun 2022 01:35
URI: http://repository.mercubuana.ac.id/id/eprint/56678

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.