PENGARUH CELEBRITY ENDORSER DAN PROMOSI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK TIKET.COM DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

ANISAH, ANISAH (2024) PENGARUH CELEBRITY ENDORSER DAN PROMOSI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK TIKET.COM DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the influence of celebrity endorsers and digital marketing promotions on consumer purchasing decisions for tiket.com products with purchase interest as an interveting variable. This research is research that uses quantitative methods. The population in this study included Tiket.com users in Jakarta using a purposive sampling technique using the Hair formula to obtain a sample of 160 people. The results of this research show that celebrity endorsers have a positive and significant influence on purchasing interest, digital marketing promotions have a positive and significant influence on purchasing interest, celebrity endorsers have a positive and significant influence on purchasing decisions, digital marketing promotions have a positive and significant influence on purchasing decisions. purchase, and purchase interest influence as intervening variables on purchasing decisions.. Keywords: Celebrity Endorsements, Digital Marketing Promotions, Purchase Intentions, Purchase Decisions. Penelitian ini dilakukan untuk mengetahui pengaruh celebrity endorser dan promosi digital marketing terhadap keputusan pembelian konsumen padaproduk tiket.com dengan minat beli sebagai variabel interveting. Penelitian ini merupakan penelitian yang menggunakan metode kuantitatif. Populasi dalam penelitian ini mencakup pengguna Tiket.com yang ada di Jakarta dengan teknik pengambilan sampel purposive sampling menggunkan rumus Hair sehingga diperoleh sampel sebanyak 160 orang. Hasil penelitian ini menunjukan bahwa celebrity endorser memiliki pengaruh positif dna signifikan terhadap minat beli, promosi digital marketing memiliki pengaruh positif dan signifikan terhadap minat beli, celebrity endorser memiliki pengaruh yang positif dan signifikan terhadap Keputusan pembelian, promosi digital marketing memiliki pengaruh positif dan signifikan terhadap Keputusan pembelian, dan minat beli berpengaruh sebagai variabel intervening terhadap Keputusan pembelian. Kata Kunci : Celebrity Endorses, Promosi Digital Marketing, Minat Beli, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 254
Call Number: SE/31/24/190
NIM/NIDN Creators: 43119110217
Uncontrolled Keywords: Celebrity Endorses, Promosi Digital Marketing, Minat Beli, Keputusan Pembelian.
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 > 004.7 Peripherals/Periferal > 004.71 Peripherals for Digital Computers/Periferal Untuk Komputer Digital
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi > 021.7 Promotion of Libraries/Promosi Perpustakaan
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
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: 13 Aug 2024 02:54
Last Modified: 13 Aug 2024 02:54
URI: http://repository.mercubuana.ac.id/id/eprint/90177

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