Anteseden dan konsekuensi dari attitude towartd the influencer

DETAIL KOLEKSI

Anteseden dan konsekuensi dari attitude towartd the influencer

Oleh : Seprina Nurmayanti

Info Katalog

Nomor Panggil : 022001806006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing - Management

Kata Kunci : perceived credibility, trust, perceived behavioral control, subjective norm, perceived expertise.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001806006_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001806006_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001806006_Bab-1-Pendahuluan.pdf	5
4.	2022_TA_SMJ_022001806006_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001806006_Bab-3-Metodologi-Penelitian.pdf
6.	2022_TA_SMJ_022001806006_Bab-4-Analisis-dan-Pembahasan1.pdf
7.	2022_TA_SMJ_022001806006_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001806006_Daftar-Pustaka.pdf	5
9.	2022_TA_SMJ_022001806006_Lembar-Pengesahan.pdf

Abstrak
Abstract

T Tujuan penelitian ini adalah menganalisa pengaruh positif dari perceived credibility, trust, perceived behavioral control, subjective norm, perceived expertise, perceived congruence, attitude toward the influencer dan brand attitude terhadap purchase intention. Penelitian ini dilakukan dengan menyebarkan kuisioner kepada 224 responden yang mengikuti fashion influencer di media sosial pribadinya. Data yang diperoleh akan dianalisis dengan metode SEM AMOS. Hasil penelitian ini menunjukan bahwa perceived behavioral control merupakan satu-satunya variabel yang memiliki pengaruh positif terhadap attitude toward the influencer. Selain itu, attitude toward the influencer terbukti memiliki pengaruh positif terhadap brand attitude dan purchase intention dan brand attitude terbukti memiliki pengaruh positif terhadap attitude toward the influencer.

T The purpose of this study is to analyze the positive influence of perceived credibility, trust, perceived behavioral control, subjective norm, perceived expertise, perceived congruence, attitude toward the influencer and brand attitude towards purchase intention. This research was conducted by distributing questionnaires to 224 respondents who follow fashion influencers on their personal social media. The data obtained will be analyzed by the AMOS SEM method. The results of this study indicate that perceived behavioral control is the only variable that has a positive influence on attitude toward the influencer. In addition, attitude toward the influencer is proven to have a positive influence on brand attitude and purchase intention and brand attitude is proven to have a positive influence on attitude toward the influencer.