PENGARUH CITRA MEREK, CELEBRITY ENDORSER, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA APLIKASI BLIBLI.COM

HANDOKO, KARTIYO (2024) PENGARUH CITRA MEREK, CELEBRITY ENDORSER, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA APLIKASI BLIBLI.COM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Brand Image, Celebrity Endorser, andElectronic Word of Mouth towards Consumer’s Buying Decision on Blibli.com. Population in this study are consumers who know and use the Blibli.com application as transaction in DKI Jakarta. The sample used in this study was 200 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Brand Image has a significant and positive effect on Buying Decision. Celebrity Endorser has significant and positive effect on Buying Decision, Electronic Word of Mouth has a significant and positive effect on Buying Decision. Keyword : Brand Image, Celebrity Endorser, Electronic Word of Mouth, Consumer Buying Decision. Penelitian ini untuk mengetahui pengaruh Pengaruh Citra Merek, Celebrity Endorser, dan Electronic Word of Mouth dalam Keputusan Pembeliane-commerce Blibli.com. Populasi dalam penelitian ini adalah konsumen yang mengetahui dan bertransaksi menggunakan aplikasi Blibli.com di DKI Jakarta. Sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan siginifikan terhadap Keputusan Pembelian. Celebrity Endorser berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Electronic Word of Mouth berpengaruh positif siginifikan terhadap Keputusan Pembelian. Kata Kunci : Citra Merek, Celebrity Endorser, Electronic Word of Mouth, Keputusan Pembelian Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 032
Call Number: SE/31/24/021
NIM/NIDN Creators: 43117110362
Uncontrolled Keywords: Citra Merek, Celebrity Endorser, Electronic Word of Mouth, Keputusan Pembelian Konsumen.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Feb 2024 10:18
Last Modified: 17 Feb 2024 05:26
URI: http://repository.mercubuana.ac.id/id/eprint/86120

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