Pengaruh creative characterteristic, celebrity endorsement, attention grabbing details, dan emotional appeals terhadap purchase intention
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Sri Vandayuli Riorini
Pembimbing 2 : Sri Vandayuli Riorini
Kata Kunci : Creative Characteristic, Celebrity Endorsement, Attention Grabbing Details, Emotional Appeals, Purch
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002006030_Halaman-Judul.pdf | 11 | |
| 2. | 2024_SK_SMJ_022002006030_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002006030_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002006030_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002006030_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002006030_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002006030_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002006030_Bab-1.pdf | 8 | |
| 9. | 2024_SK_SMJ_022002006030_Bab-2.pdf | 28 |
|
| 10. | 2024_SK_SMJ_022002006030_Bab-3.pdf | 9 |
|
| 11. | 2024_SK_SMJ_022002006030_Bab-4.pdf | 11 |
|
| 12. | 2024_SK_SMJ_022002006030_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002006030_Daftar-Pustaka.pdf | 4 | |
| 14. | 2024_SK_SMJ_022002006030_Lampiran.pdf | 21 |
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P enelitian ini bertujuan untuk mengetahui pengaruh creative characteristic, celebrity endorsement, attention grabbing details, dan emotional appeals terhadap purchase intention. Data diperoleh dengan menyebarkan kuesioner secara online melalui link Google Form kepada konsumen yang mengetahui dan memiliki ketertarikan tentang Mobil MPV. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS 23.Hasil penelitian menunjukkan bahwa creative characteristic berpengaruh positif terhadap purchase intention, celebrity endorsement berpengaruh positif terhadap purchase intention, attention grabbing details berpengaruh positif terhadap purchase intention, dan emotional appeals berpengaruh positif terhadap purchase intention.
T his study aims to determine the influence of creative characteristics, celebrity endorsements, attention grabbing details, and emotional appeals on purchase intention. Data was obtained by distributing questionnaires online through Google Form links to consumers who know and have an interest in MPV cars. The number of samples used in this study was 200 respondents with a sampling technique, namely purposive sampling. The data analysis method used in this study is the Structural Equation Model (SEM) using AMOS 23 software.The results showed that creative characteristics had a positive effect on purchase intention, celebrity endorsements had a positive effect on purchase intention, attention grabbing details had a positive effect on purchase intention, and emotional appeals had a positive effect on purchase intention.
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