Konsekuensi dari celebrity endorsement, creative characteristics dan emotional appeal
Info Katalog
File Repositori
Nomor Panggil : 022001906010
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Fatik Rahayu
Subyek : Internet marketing
Kata Kunci : celebrity endorsement, creative characteristic, emotional appeal, to purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001906010_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001906010_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001906010_Bab-1_Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001906010_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001906010_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001906010_Bab-4_Analisa-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001906010_Bab-5_Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001906010_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001906010_Lampiran.pdf |
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T Tujuan penelitian ini adalah menganalisa pengaruh Celebrity Endorsement, Creative Characteristic, Emotional Appeal terhadap Purchase Intention. Teknik pengambilan sampel dalam penelitian ini menggunakan “Purposive Sampling†dengan kriteria responden adalah individu yang pernah membeli produk skincare menggunakan social media. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang didistribusikan kepada 200 responden. Data dianalisis dengan metode SEM yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif pengaruh Celebrity Endorsement, Creative Characteristic, Emotional Appeal terhadap Purchase Intention.
T The purpose of this research is to analyze the effect of Celebrity Endorsement, Creative Characteristic, Emotional Appeal on Purchase Intention. The sampling technique in this study used "Purposive Sampling" with the criteria for respondents being individuals who had purchased skincare products using social media. This study uses primary data obtained through questionnaires distributed to 200 respondents. The data were analyzed using the SEM method which was run by the AMOS program. The results of this study indicate that there is a positive influence of Celebrity Endorsement, Creative Characteristic, Emotional Appeal on Purchase Intention.
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