Anteseden purchase intention terhadap merek sepatu olahraga

DETAIL KOLEKSI

Anteseden purchase intention terhadap merek sepatu olahraga

Oleh : Syabina Dhiyahaura Nadhiera

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Hermanto Yaputra

Pembimbing 2 : Hermanto Yaputra

Kata Kunci : Ad Content Value, Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, Sports

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002106007_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002106007_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002106007_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002106007_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002106007_Lembar-Pengesahan.pdf	6
6.	2025_SK_SMJ_022002106007_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002106007_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002106007_Bab-1.pdf
9.	2025_SK_SMJ_022002106007_Bab-2.pdf
10.	2025_SK_SMJ_022002106007_Bab-3.pdf
11.	2025_SK_SMJ_022002106007_Bab-4.pdf
12.	2025_SK_SMJ_022002106007_Bab-5.pdf
13.	2025_SK_SMJ_022002106007_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002106007_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk mengetahui pengaruh ad content value,advertising attractiveness, influencer marketing, online customer reviews, dan sportsinfluencer credibility terhadap purchase intention. Data diperoleh denganmenyebarkan kuesioner secara online melalui link Google Form kepada konsumenyang mengetahui dan memiliki ketertarikan terhadap merek sepatu olahraga Nike,Adidas, dan Skechers. Jumlah sampel yang digunakan dalam penelitian ini sebanyak234 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metodeanalisis data yang digunakan dalam penelitian ini adalah Structural Equation Model(SEM) dengan menggunakan software AMOS 23.Hasil penelitian menunjukkan bahwa ad content value berpengaruh positifterhadap purchase intention, advertising attractiveness berpengaruh positif terhadappurchase intention, influencer marketing berpengaruh positif terhadap purchaseintention, dan online customer reviews berpengaruh positif terhadap purchaseintention serta sports influencer credibility dapat memoderasi pengaruh antara adcontent value terhadap purchase intention.

T This study aims to determine the effect of ad content value, advertisingattractiveness, influencer marketing, online customer reviews, and sports influencercredibility on purchase intention. Data were obtained by distributing questionnairesonline via Google Form links to consumers who know and are interested in Nike,Adidas, and Skechers sports shoe brands. The number of samples used in this studywas 234 respondents with a sampling technique of purposive sampling. The dataanalysis method used in this study is the Structural Equation Model (SEM) usingAMOS 23 software.The results of the study indicate that ad content value has a positive effecton purchase intention, advertising attractiveness has a positive effect on purchaseintention, influencer marketing has a positive effect on purchase intention, andonline customer reviews have a positive effect on purchase intention and sportsinfluencer credibility can moderate the effect between ad content value on purchaseintention.