PENGARUH KEPERCAYAAN, CELEBRITY ENDORSE DAN CITRA MEREK TERHADAPA MINAT BELI DI E-COMMERCE BLIBLI.COM

SUTARMAN, PUTRI ANUGRAH (2025) PENGARUH KEPERCAYAAN, CELEBRITY ENDORSE DAN CITRA MEREK TERHADAPA MINAT BELI DI E-COMMERCE BLIBLI.COM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of trust, celebrity endorsement, and brand image on purchase intention in the e-commerce platform Blibli.com. The population in this study consists of consumers around West Jakarta who have not yet purchased products on Blibli.com but have accessed the website or used the application. The sample consists of 175 respondents, determined using Hair’s formula. The sampling method used is purposive sampling. Data collection was conducted through a survey method using a questionnaire as the research instrument. Data analysis was performed using Smart PLS 4.1.1.1. The results of this study demonstrate that trust has a positive and significant effect on purchase intention. Celebrity endorsement also has a positive and significant effect on purchase intention. Brand image positively and significantly affects purchase intention. Keywords: Trust, Celebrity Endorsement, Brand Image, Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan, celebrity endorse dan citra merek terhadap minat beli di e-commerce blibli.com. Populasi dalam penelitian ini adalah konsumen yang berada di sekitar Jakarta Barat yang belum membeli produk di E- Commerce pada Blibli.com tetapi telah membuka web atau menggunakan aplikasi pada Blibli.com. Sampel yang dipergunakan adalah sebanyak 175 responden, dihitung berdasarkan rumus Hair. Metode pengambilan sampel dilakukan dengan metode purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Smart PLS 4.1.1.1. Penelitian ini membuktikan bahwa kepercayaan berpengaruh positif dan signifikan terhadap minat beli. Celebrity endorse berpengaruh positif dan signifikan terhadap minat beli. Citra Merek berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci : Kepercayaan, Celebrity Endorse, Citra Merek, Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 179
NIM/NIDN Creators:	43121010378
Uncontrolled Keywords:	Kepercayaan, Celebrity Endorse, Citra Merek, Minat Beli.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 128 Humankind/Filsafat Kehidupan Manusia > 128.3 Attributes and Faculties/Atribut dan Fakultas > 128.37 Emotion/Emosi 200 Religion/Agama > 240 Christian Moral and Devotional Theology/Moral Kristen dan Teologi Kebaktian > 246 Use of Art in Christianity/Seni dalam Agama Kristen > 246.5 Icons, Symbols, Insignia/Ikon, Simbol, Lambang 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	29 Jul 2025 08:30
Last Modified:	29 Jul 2025 08:30
URI:	http://repository.mercubuana.ac.id/id/eprint/96373

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