Pengaruh authenticity attributes terhadap purchase behavior pengikut food vlogger di media sosial pada usaha kuliner
Info Katalog
File Repositori
Nomor Panggil : 022002005015
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Sri Vandayuni Riorini
Subyek : Endorsements in advertising;Brand loyalty
Kata Kunci : expertise, sincerity, truthful endorsement, uniqueness, visibility, dan purchase behavior.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002005015_Halaman-Judul.pdf | 12 | |
| 2. | 2024_TA_SMJ_022002005015_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022002005015_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2024_TA_SMJ_022002005015_Bab-2-Tinjauan-pustaka.pdf | 13 |
|
| 5. | 2024_TA_SMJ_022002005015_Bab-3-Metode-Penelitian.pdf | 18 |
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| 6. | 2024_TA_SMJ_022002005015_Bab-4-Analisis-dan-Pembahasan.pdf | 13 |
|
| 7. | 2024_TA_SMJ_022002005015_Bab-5-Simpulan.pdf | 5 | |
| 8. | 2024_TA_SMJ_022002005015_Daftar-Pustaka.pdf | 4 | |
| 9. | 2024_TA_SMJ_022002005015_Lampiran.pdf | 14 |
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P Penelitian ini bertujuan menguji pengaruh Expertise, Sincerity, Truthful Endorsement,Uniqueness, Visibility, dan Purchase Behavior pada food vlogger yang mereview usahakuliner. Metode pengambilan sampel digunakan dalam penelitian ini yakni metodenon-probability sampling. Teknik pengambilan sampel adalah purposive sampling dandiperoleh 200 responden yang sering melihat review di channel YouTube food vlogger(Magdalena, Farida Nurhan, dan Nex Carlos). Metode pengumpulan data adalah surveidengan menyebarkan kuesioner melalui Google Form. Hasil penelitianmemperlihatkan bahwa authenticity attributes (Expertise, Sincerity, TruthfulEndorsement, dan Visibility) dapat meningkatkan Purchase Behavior pada pengikutdan dari manfaat tersebut berpengaruh positif pada Purchase Behavior.
T This research aims to test the effect of Expertise, Sincerity, Truthful Endorsement,Uniqueness, Visibility, and Purchase Behavior on food vlogger which reviewingculinary business. The sampling method used in this research is method nonprobabilitysampling. The sampling technique purposive sampling and obtained 200respondents who frequently view preview of YouTube channels food vlogger(Magdalena, Farida Nurhan, and Nex Carlos). The data collection method is a surveyby distributing questionnaires via google form. The research results show thatauthenticity attributes (Expertise, Sincerity, Truthful Endorsement, and Visibility) canimprove Purchase Behavior on followers and from these benefits it has a positive effecton Purchase Behavior.
Anteseden dan konsekuensi sikap viewers pada food vlogger sate taichan di channel youtube
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