Antaseden dan konsekuensi brand attitudes
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Arwini Sumardi
Kata Kunci : Internet Celebrity–Brand Congruence, Internet Celebrity–Consumer Congruence, Brand–
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001038_Halaman-Judul.pdf | 12 | |
| 2. | 2024_SK_SMJ_022002001038_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001038_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001038_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001038_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001038_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001038_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001038_Bab-1.pdf | 9 | |
| 9. | 2024_SK_SMJ_022002001038_Bab-2.pdf | 15 |
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| 10. | 2024_SK_SMJ_022002001038_Bab-3.pdf | 17 |
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| 11. | 2024_SK_SMJ_022002001038_Bab-4.pdf | 17 |
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| 12. | 2024_SK_SMJ_022002001038_Bab-5.pdf | 7 | |
| 13. | 2024_SK_SMJ_022002001038_Daftar-Pustaka.pdf | 6 | |
| 14. | 2024_SK_SMJ_022002001038_Lampiran.pdf | 23 |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Internet Celebrity–BrandCongruence, Internet Celebrity–Consumer Congruence, Brand–Consumer Congruence,Internet Celebrity Involvement terhadap Purchase Intention melalui Brand Attitudes.Kriteria responden pada penelitian ini merupakan pengguna kosmetik lokal yangditawarkan influencer. Metode pengumpulan data yang digunakan non-probabilitysampling dengan teknik purposive sampling dengan menggunakan kuesioner yang telahdiisi oleh 165 responden. Metode analisis data yang digunakan adalah metode StructuralEquation Model (SEM). Hasil dari penelitian ini adalah: (1) Internet Celebrity–BrandCongruence berpengaruh positif terhadap brand attitudes, (2) Internet Celebrity–Consumer Congruence berpengaruh positif terhadap brand attitudes, (3) Brand–Consumer Congruence tidak berpengaruh positif terhadap brand attitudes, (4) BrandAuthenticity tidak berpengaruh positif terhadap brand attitudes, (5) Internet CelebrityInvolvement berpengaruh positif terhadap brand attitudes, (6) Brand Attitudesberpengaruh positif terhadap purchase intention.
T This study aims to analyze the influence of Internet Celebrity–Brand Congruence,Internet Celebrity–Consumer Congruence, Brand–Consumer Congruence, and InternetCelebrity Involvement on Purchase Intention through Brand Attitudes. Respondents forthis study were users of local cosmetics offered by influencers. Data collection methodused non-probability sampling with purposive sampling technique using a questionnairefilled out by 165 respondents. The data analysis method employed was StructuralEquation Modeling (SEM).The findings of this research are as follows: (1) Internet Celebrity–Brand Congruencepositively influences brand attitudes, (2) Internet Celebrity–Consumer Congruencepositively influences brand attitudes, (3) Brand–Consumer Congruence does notpositively influence brand attitudes, (4) Brand Authenticity does not positively influencebrand attitudes, (5) Internet Celebrity Involvement positively influences brand attitudes,and (6) Brand Attitudes positively influence purchase intention.
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