DETAIL KOLEKSI

Pengaruh celebrity endorsement terhadap reputasi perusahaan yang dimoderasi oleh karakteristik celebrity endorser


Oleh : Annisa Yulistiari Banupa

Info Katalog

Nomor Panggil : 022001816501

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing;Celebrity - Economic aspects

Kata Kunci : attractiveness, celebrity endorsement, company reputation, expertise, likeability, trustworthiness


File Repositori
No. Nama File Ukuran (KB) Status
1. 2021_TA_SMJ_022001816501_Halaman-Judul.pdf 615.51
2. 2021_TA_SMJ_022001816501_Lembar-Pengesahan.pdf 894.5
3. 2021_TA_SMJ_022001816501_Bab-1-Pendahuluan.pdf 526.38
4. 2021_TA_SMJ_022001816501_Bab-2-Tinjauan-Literatur.pdf 649.63
5. 2021_TA_SMJ_022001816501_Bab-3-Metodologi-Penelitian--1.pdf 761.06
6. 2021_TA_SMJ_022001816501_Bab-4-Analisis-dan-Pembahasan.pdf 663.39
7. 2021_TA_SMJ_022001816501_Bab-5-Penutup.pdf 483.39
8. 2021_TA_SMJ_022001816501_Daftar-Pustaka.pdf 505.99
9. 2021_TA_SMJ_022001816501_Lampiran.pdf 1607.37

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh celebrityendorsement terhadap reputasi perusahaan serta mengetahui sejauh mana karakteristikpribadi seorang celebrity endorser memoderasi pengaruh celebrity endorsementdengan reputasi perusahaan. Data diperoleh dari hasil kuesioner yang disebarkankepada 150 responden. Prosedur pengambilan sampel yang digunakan yaitunonprobability sample dengan purposive sampling. Pengujian data dilakukan denganmenggunakan analisis Structural Equation Model (SEM). Hasil penelitian inimenunjukan bahwa: Terdapat pengaruh positif celebrity endorsement terhadapcompany reputation. Selain itu, karakteristik celebrity endorser (Attractiveness,Expertise, Trustworthiness, dan Likeability) secara positif memoderasi pengaruhcelebrity endorsement terhadap company reputation

T This study aims to examine and analyze the influence of celebrities on companyreputation and to find out to what extent a celebrity supporter moderates the influenceof celebrity endorsement on company reputation. Data obtained from the results of aquestionnaire distributed to 150 respondents. The sampling procedure used wasnonprobability sample with purposive sampling. Data testing was performed usingStructural Equation Model (SEM) analysis. The results of this study indicate that:There is a positive effect of celebrity endorsement on company reputation. In addition,the interaction of celebrity endorsers (Attractiveness, Expertise, Trustworthiness, andLikeability) positively moderates the effect of celebrity endorsement on companyreputation.

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