ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Miting Lobster Jakarta)

CRAZI, ARIS EDO (2020) ANALISIS PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Miting Lobster Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of celebrity endorsement, electronic word of mouth and customer satisfaction on consumer purchasing decisions for lobster miting in Jakarta. , because the population is not limited, sampling uses the formula Hair et al. The definition of Hair et al (2010) in Daniel (2015) that the number of samples as respondents must be adjusted to the number of question indicators used in the questionnaire, assuming n x 5 observed variables (indicators) so that the number of samples taken is 140 respondents. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that there is a significant influence between celebrity endorsement on purchasing decisions, there is no influence between electronic word of mouth and purchasing decisions and there is a significant influence between customer satisfaction and purchasing decisions. Keywords: Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Customer Satisfaction, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement, electronic word of mouth dan kepuasan pelanggan terhadap keputusan pembelian konsumen miting lobster Jakarta. , karena populasi tidak terbatas maka pengambilan sampel menggunakan rumus Hair et al. Definisi Hair et al (2010) bahwa banyaknya sampel sebagai responden harus disesuaikan dengan banyaknya indikator pertanyaan yang digunakan pada kuisioner, dengan asumsi n x 5 observed variable (indikator) sehingga jumlah sample yang diambil adalah sebesar 140 responden. Metode pengumpulan data menggunakan metode survey , dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa adanya pengaruh yang signikfikan antara celebrity endorsement terhadap keputusan pembelian, tidak adanya pengaruh antara electronic word of mouth dengan keputusan pembelian dan adanya pengaruh yang signifikan antara kepuasan pelanggan dengan keputusan pembelian. Kata Kunci : Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43115110515
Uncontrolled Keywords: Miting Lobster, Celebrity Endorsement, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.3 Office Management/Manajemen Kantor, Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Nov 2020 04:58
Last Modified: 13 Nov 2020 04:58
URI: http://repository.mercubuana.ac.id/id/eprint/58126

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