XIMENES, MARIA (2020) PENGARUH PENGGUNAAN INFLUENCER ANDROGINI TERHADAP MINAT BELI KONSUMEN DALAM MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to know and analyze the influence of Androgynous Influencers the interest of buying consumers in Instagram social media. The population in this study was 551.448 followers of the Jovi Adhiguna Instagram account. The samples used is 100 followers of the Jovi Adhiguna Instagram account, calculated based on Slovin formula. The sampling method uses purposive sampling. The Methods of data collection using the survey method, with research instrument is questionnaire. The data analysis method using SEM-PLS (Structural Equation Modelling-Partial Least Square). This study proves that expertise has no significant effect on purchase intention. The attractiveness has a positive and significant impact on purchase intention. The trustworthiness has a positive and significant effect on purchase intention. Keywords: Attractiveness, Expertise, Trustworthiness, Purchase Intention, Androgynous Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Influencer Androgini terhadat minat beli konsumen dalam media sosial Instagram. Populasi dalam penelitian ini adalah 551,448 pengikut akun Instagram Jovi Adhiguna. Sampel yang di pergunakan adalah sebanyak 100 pengikut akun Instagram Jovi Adhiguna, dihitung berdasarkan rumus Slovin. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan SEM-PLS (Structural Equation Modelling- Partial Least Square). Penelitian ini membuktikan bahwa keahlian (expertise) tidak berpengaruh signifikan terhadap minat beli konsumen. Daya tarik (attractiveness) berpengaruh positif dan signifikan terhadap minat beli konsumen. Kepercayaan (trustworthiness) berpengaruh positif dan signifikan terhadap minat beli konsumen. Kata Kunci: Daya Tarik, Keahlian, Kepercayaan, Minat Beli, Androgini
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 070 |
| NIM/NIDN Creators: | 43115120412 |
| Uncontrolled Keywords: | Daya Tarik, Keahlian, Kepercayaan, Minat Beli, Androgini |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 01 Mar 2022 09:46 |
| Last Modified: | 04 Mar 2022 04:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56972 |
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