Anteseden dan konsekuensi sikap viewers pada food vlogger sate taichan di channel youtube
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022121086
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Asep Hermawan
Subyek : Consumer behavior;Electronic commerce
Kata Kunci : attitude viewers, attractiveness, expertise, purchase intention, trustwortiness, word of mouth inten
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022121086_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022121086_Bab-1.pdf | 10 | |
| 3. | 2019_TA_MJ_022121086_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022121086_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022121086_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022121086_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022121086_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022121086_Lampiran.pdf |
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T ujuan penelitian ini adalah untuk mengetahui pengaruh daya tarik, kepercayaan, keahlian vloger terhadap sikap penonton pada vloger Sate Taichan yang dapat meningkatkan minat beli dan minat komunikasi mulut ke mulut secara online dari kanal/saluran Youtube. Metode penelitian ini dirancang dengan pengujian hipotesis. Pengumpulan data yang digunakan dalam penelitian ini adalah metode survei online dengan menggunakan instrumen kuesioner. Teknik pengambilan sampel dengan purposive sampling pada mahasiswa Universitas Trisakti sebanyak 121 responden. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif daya tarik, kepercayaan, keahlian vloger terhadap sikap penonton pada vloger Sate Taichan, terdapat pengaruh positif sikap penonton pada vloger Sate Taichan terhadap minat beli dan minat komunikasi mulut ke mulut secara online.
T he purpose of this research is to aims the influence of attractiveness, trustwortiness, expertise food vloger toward attitude viewers at vloger Sate Taichan to increasing purchase intention and word of mouth intention from a channel youtube. The designed methodology of this research is by testing hypothesis. Collecting data which used in this research was method of surveying line with use instruments questionairs. The technique sampled taking in this research used purposive sampling as many as 121 respondents Trisakti University students. The result in this research show that there are have effects positive and significant attractiveness, trustwortiness, and expertise food vloger toward attitude viewers at vloger Sate Taichan. And then, attitude viewers to vloger Sate Taichan have effects positive and significan to increasing purchase intention and word of mouth intention from a channel youtube.
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