PURWANTO, JOKO (2019) PENGARUH CELEBRITY ENDORSER, KEPERCAYAAN DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI INSTAGRAM (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana.
|
Text (HALAMAN COVER)
1. Cover.pdf Download (219kB) | Preview |
|
|
Text (ABSTRAK)
2. Abstrak.pdf Download (215kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
3. Lembar Pernyataan.pdf Download (419kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf Download (435kB) | Preview |
|
|
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf Download (246kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (222kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (217kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (22kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf Download (21kB) | Preview |
|
|
Text (BAB 1)
10. Bab 1.pdf Download (400kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB 2)
11. Bab 2.pdf Restricted to Registered users only Download (386kB) |
|
|
Text (BAB 3)
12. Bab 3.pdf Restricted to Registered users only Download (348kB) |
|
|
Text (BAB 4)
13. Bab 4.pdf Restricted to Registered users only Download (490kB) |
|
|
Text (BAB 5)
14. Bab 5.pdf Restricted to Registered users only Download (217kB) |
|
|
Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf Restricted to Registered users only Download (273kB) |
|
|
Text (LAMPIRAN)
16. Lampiran.pdf Restricted to Registered users only Download (443kB) |
Abstract
This study aims to analyze the influence of Celebrity Endorser, trust, and Viral Marketing on purchasing decisions on Mercu Buana University students who have made online purchases on Instagram. This research was conducted because of the large number of online transactions on Instagram even though it is less trustworthy in security. Researchers feel the need to do research to find out what factors influence this. The object of this research was carried out on Mercu Buana University students who had made online purchases on Instagram by taking 170 samples was determined based on the incidental sampling method by testing the validity, reliability and hypothesis testing using the Structural Equition Modeling (SEM) application in the LISREL program. The results of the study show that partially the trust variable is influential positive and significant for purchasing decisions. While, Variable Celebrity Endorsers and the Viral Marketing variable has no effect on purchasing decisions. Keywords: Celebrity Endorser, trust, Viral Marketing, purchasing decisions. Penelitian ini bertujuan untuk menganalisis pengaruh Celebrity Endorser, Kepercayaan,dan Viral Marketing terhadap Keputusan Pembelian pada Mahasiswa Universitas Mercu Buana yang pernah melakukan pembelian online di Instagram. Penelitian ini dilakukan karena banyaknya transaksi online di instagram padahal secara keamanan kurang dapat di percaya. Peneliti merasa perlu melakukan penelitian untuk mengetahui faktor- faktor apa saja yang mempengaruhi hal tersebut. Objek penelitian ini dilakukan terhadap mahasiswa Universitas Mercu Buana yang pernah melakukan pembelian online di Instagram, dengan mengambil 170 sampel ditentukan berdasarkan metode incidental sampling dengan menguji validitas, realibitas dan pengujian hipotesis menggunakan aplikasi Structural Equition Modeling (SEM) pada program LISREL. Hasil penelitian ini menunjukan bahwa secara parsial variabel kepercayaan berpengaruh positif signifikan terhadap keputusan pembelian. Sedangkan variabel Celebrity Endorser dan Viral Marketing tidak berpengaruh terhadap keputusan pembelian. Kata Kunci : Celebrity Endorser, kepercayaan, Viral Marketing, keputusan pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 880 |
| NIM/NIDN Creators: | 43115110308 |
| Uncontrolled Keywords: | Celebrity Endorser, kepercayaan, Viral Marketing, keputusan pembelian. |
| Subjects: | 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 530 Physics/Fisika 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 530 Physics/Fisika > 536 Heat/Panas 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 530 Physics/Fisika > 536 Heat/Panas > 536.4 Effects of Heat on Matter/Pengaruh, Efek Panas pada Benda |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 03 Aug 2022 09:08 |
| Last Modified: | 17 Apr 2023 02:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66779 |
Actions (login required)
 |
View Item |
