Pengaruh consumer attitude of endorser credibility terhadap purchase intentin melalui brand attitude dan brand credibility

DETAIL KOLEKSI

Pengaruh consumer attitude of endorser credibility terhadap purchase intentin melalui brand attitude dan brand credibility

Oleh : Eriko Putra

Info Katalog

Nomor Panggil : 2017_TA_MJ_022130032

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Adiati Hardjanti

Subyek : Consumer attitude of endorser credibility;Marketing management

Kata Kunci : consumer attitude of endorser credibility, purchase intention, brand credibility, brand attitude, sm

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_-022130032_Halaman-Judul.pdf	17
2.	2017_TA_MJ_-022130032_Bab-1.pdf	6
3.	2017_TA_MJ_-022130032_Bab-2.pdf
4.	2017_TA_MJ_-022130032_Bab-3.pdf
5.	2017_TA_MJ_-022130032_Bab-4.pdf
6.	2017_TA_MJ_-022130032_Bab-5.pdf
7.	2017_TA_MJ_-022130032_Daftar-Pustaka.pdf	4
8.	2017_TA_MJ_-022130032_Lampiran.pdf

Abstrak
Abstract

T Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang dapat membentuk minat beli pada produk yang didukung oleh selebriti. Sebuah model konseptual diajukan dan diuji dalam konteks iklan dengan dukungan selebriti Raisa Andriana yaitu Oppo yang merupakan salah satu smartphone terbesar di Indonesia.Penelitian ini menggunakan metode non-probability sampling dengan teknik porposive sampling atau judgemental sampling, dimana sampel yang diambil dalam penelitian ini adalah 300 responden yang mengetahui, pernah melihat iklan Oppo dan mengetahui selebriti Raisa. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS.Hasil penelitian ini menunjukan bahwa consumer attitude of endorser credibility berpengaruh positif terhadap brand attitude, brand attitude berpengaruh positif terhadap purchase intention, consumer attitude of endorser credibility berpengaruh positif terhadap brand credibility, Brand credibility berpengaruh positif terhadap purchase intention,.Peneliti yang akan datang diharapkan dapat menyebar kuesioner kepada lebih dari 300 responden agar hasil penelitian dapat lebih digeneralisasi.

T The purpose of this study is to determine the factors that can shape purchase intention in endorsed product by celebrity. A conceptual model is proposed and tested in the context of advertising with celebrity endorsement Raisa andriana that is Oppo which is one of the biggest smartphone brand in Indonesia.This research using non-probability sampling method with porposive sampling or judgmental sampling technique, where the sample taken in this study is 300 respondents who knew, have seen the ad and knowing Raisa. The data analysis tool that used was Structural Equation Model (SEM) via AMOS program.The results of this research show that consumer attitude of endorser credibility have a positive effect on brand attitude, Brand attitude have a positive effect on Purchase intention, consumer attitude of endorser credibility have a positive effect on brand credibility,brand credibility have a positive effect on purchase intention.For future researchers are expected to spread questionnaires to more than 300 respondents so the results can be more generalized.