EFEK MEDIASI KEPERCAYAAN MEREK PADA PENGARUH SELEBRITI ENDORSER DAN REVIEW KONSUMEN TERHADAP MINAT BELI (STUDI PADA SEPATU COMPASS)

FARIZI, MUKHAMMAD ABDUL AL (2025) EFEK MEDIASI KEPERCAYAAN MEREK PADA PENGARUH SELEBRITI ENDORSER DAN REVIEW KONSUMEN TERHADAP MINAT BELI (STUDI PADA SEPATU COMPASS). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to evaluate the influence of celebrity endorsers and consumer reviews on the purchase intention of Compass shoes, with brand trust as a mediating variable. This study focuses on consumers who have never purchased Compass shoes but are familiar with the brand. The method used is quantitative with a primary data collection approach. Data was obtained through literature review and distribution of questionnaires to 114 respondents who met the specified criteria. The population in this study involved individuals who had never purchased Compass shoes, with sampling conducted using purposive sampling. Data analysis was conducted using the Structural Equation Modeling (SEM) approach, employing the Partial Least Square (PLS) method via SmartPLS software version 3.2.9. The study shows that Celebrity Endorsers, Consumer Reviews, and Brand Trust have a positive and significant influence on the intention to purchase Compass shoes. Brand Trust can mediate and strengthen the impact of Celebrity Endorsers and Consumer Reviews on the intention to purchase. Keywords: Celebrity Endorser, Consumer Review, Brand Trust, Purchase Intention Tujuan dari penelitian ini adalah untuk mengevaluasi pengaruh selebriti endorser dan review konsumen terhadap minat beli sepatu Compass, dengan kepercayaan merek sebagai variabel mediasi. Penelitian ini berfokus pada konsumen yang belum pernah membeli sepatu Compass namun mengenal merek tersebut. Metode yang digunakan bersifat kuantitatif dengan pendekatan pengumpulan data primer. Data diperoleh melalui studi literatur dan penyebaran kuesioner kepada 114 responden yang memenuhi syarat yang telah ditentukan. Populasi dalam penelitian ini melibatkan individu yang belum pernah membeli sepatu Compass, dengan pengambilan sampel dilakukan dengan menggunakan metode purposive sampling. Proses analisis data dilakukan melalui pendekatan Structural Equation Modeling (SEM), menggunakan metode Partial Least Square (PLS) melalui software SmartPLS versi 3.2.9. Dalam penelitian menunjukan bahwa Selebriti Endorser, Review Konsumen dan Kepercayaan Merek memiliki pengaruh positif dan signifikan terhadap Minat Beli Sepatu Compas, Kepercayaan Merek dapat memediasi dan memperkuat dampak Selebriti Endorser dan Review Konsumen terhadap Minat Beli. Kata Kunci: Selebriti Endorser, Review Konsumen, Kepercayaan Merek, Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 26 006
NIM/NIDN Creators:	43119010138
Uncontrolled Keywords:	Selebriti Endorser, Review Konsumen, Kepercayaan Merek, Minat Beli
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 > 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 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	26 Feb 2026 03:02
Last Modified:	26 Feb 2026 03:02
URI:	http://repository.mercubuana.ac.id/id/eprint/101162

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