PENGARUH ENDORSER CREDIBILITY, BRAND PASSION, DAN CUSTOMER SATISFACTION TERHADAP PURCHASE INTENTION (Studi pada Smartphone Samsung)

YULIA, DIAN (2024) PENGARUH ENDORSER CREDIBILITY, BRAND PASSION, DAN CUSTOMER SATISFACTION TERHADAP PURCHASE INTENTION (Studi pada Smartphone Samsung). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Endorser Credibility, Brand Passion, and Customer Satisfaction on Purchase Intention. The population of this study are people who use Samsung smartphones in the capital city of the province of Java Island. The sample in this study amounted to 119 respondents who were calculated using the G*Power 3.1.9.4 software. The sampling method for this study used purposive sampling technique. The data collection method used was by distributing questionnaires. This study uses the Partial Least Square (PLS) data analysis method. The results of this study indicate that Endorser Credibility has a positive and significant effect on Brand Passion and Customer Satisfaction, while the Endorser Credibility has a positive but insignificant effect on Purchase Intention. Other results of this study indicate that the Brand Passion and Customer Satisfaction have a positive and significant effect on Purchase Intention. Keywords : Endorser Credibility, Brand Passion, Customer Satisfaction, and Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Endorser Credibility, Brand Passion, dan Customer Satisfaction terhadap Purchase Intention. Populasi penelitian ini merupakan masyarakat yang menggunakan smartphone Samsung yang berwilayah di Ibu Kota Provinsi Pulau Jawa. Sampel pada penelitian ini berjumlah 119 responden yang dihitung menggunakan software G*Power 3.1.9.4. Metode pengambilan sampel penelitian ini menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan dengan menyebarkan kuesioner. Penelitian ini menggunakan metode analisis data Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa variabel Endorser Credibility berpengaruh positif dan signifikan terhadap Brand Passion dan Customer Satisfaction, sedangkan variabel Endorser Credibility berpengaruh postif namun tidak signifikan terhadap Purchase Intention. Hasil lain penelitian ini menunjukkan bahwa variabel Brand Passion dan Customer Satisfaction berpengaruh positif dan signikikan terhadap Purchase Intention. Kata Kunci : Endorser Credibility, Brand Passion, Customer Satisfaction, dan Purchase Intention

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 312
NIM/NIDN Creators:	43120010299
Uncontrolled Keywords:	Endorser Credibility, Brand Passion, Customer Satisfaction, dan Purchase Intention
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	19 Sep 2024 01:05
Last Modified:	19 Sep 2024 01:05
URI:	http://repository.mercubuana.ac.id/id/eprint/91530

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