ANALYSIS THE INFLUENCE OF CELEBRITY ENDORSER AND E-WOM ON PURCHASE INTENTION MEDIATED BY E-TRUST OF SOMETHINC SKINCARE BRAND

ARYANGGARI, DENISTRI (2023) ANALYSIS THE INFLUENCE OF CELEBRITY ENDORSER AND E-WOM ON PURCHASE INTENTION MEDIATED BY E-TRUST OF SOMETHINC SKINCARE BRAND. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Author’s reason for conducting this research to analyse the influence of celebrity endorser and e-wom on purchase intention mediated by e-trust of somethinc skincare brand. The subjects in this study were consumer who had intention to buy somethinc product and follow tasya farasya on instagram. The sample used in this study was 119 respondents. The sample collection technique in this study was non-probability sampling with the method used, namely purposive sampling. This study using a quantitative approach. The data analysis used is statistical analysis in the form of Smart-PLS. The results in this study indicate that (1) Celebrity Endorser has a positive and significant effect on E-Trust, (2) E-WOM has a positive and significant effect on E-Trust, (3) E-Trust has a positive and significant effect on Purchase Intention, (4) Celebrity Endorser has a positive and significant effect on Purchase Intention, (5) E-WOM has a positive and significant effect on Purchase Intention, (6) Celebrity Endorser has a positive and significant effect on Purchase Intention through E-Trust, and (7) E-WOM has a positive and significant effect on Purchase Intention through E-Trust. Keywords: celebrity endorser, e-wom, e-trust, purchase intention, somethinc

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 251
Call Number:	SE/31/23/349
NIM/NIDN Creators:	43119010100
Uncontrolled Keywords:	celebrity endorser, e-wom, e-trust, purchase intention, somethinc
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera > 771.31 Specific Makes Brands of Cameras/Pembuatan Merek Kamera
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Oct 2023 06:55
Last Modified:	28 Oct 2023 06:55
URI:	http://repository.mercubuana.ac.id/id/eprint/82760

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