Pengaruh celebrity endorsement credibility dan celebrity congruence terhadap online food purchase intention dan premium price (studi kasus pada industri online food di jabodetabek)
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Husna Leila Yusran
Subyek : Marketing management
Kata Kunci : Celebrity Endorsement, Celebrity Credibility, Celebrity Congruence, Purchase Intention, Premium Pr
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001215_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001215_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001215_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001215_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001215_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001215_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001215_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001215_Bab-1.pdf | 8 | |
| 9. | 2024_SK_SMJ_022002001215_Bab-2.pdf | 11 |
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| 10. | 2024_SK_SMJ_022002001215_Bab-3.pdf | 13 |
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| 11. | 2024_SK_SMJ_022002001215_Bab-4.pdf | 8 |
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| 12. | 2024_SK_SMJ_022002001215_Bab-5.pdf | 5 | |
| 13. | 2024_SK_SMJ_022002001215_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002001215_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh celebrity credibility, dan celebrity congruence terhadap purchase intention dan premium price. Data diperoleh dengan menyebarkan kuesioner secara online kepada individu yang menggunakan media social dan pernah menyaksikan celebrity yang sedang mempromosikan sebuah produk makanan di media social dalam sebulan terakhir dengan minimal 3 kali menyaksikan, dan berdomisili di JABODETABEK, Indonesia. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 151 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 untuk mengolah data. Hasil penelitian menunjukkan bahwa celebrity credibility berpengaruh positif terhadap purchase intention, celebrity credibility berpengaruh positif terhadap premium price, celebrity congruence berpengaruh positif terhadap purchase intention, celebrity congruence tidak berpengaruh positif terhadap premium price. Penelitian ini memiliki kelemahan antara lain hanya fokus pada bisnis online food. Pelaku usaha direkomendasikan fokus pada celebrity credibility dan coengruence pada kegiatan endorsement dan penelitian diharapkan dapat membantu pengembangan pada ilmu manajemen pemasaran.
T This study aims to analyze the influence of celebrity credibility and celebrity congruence on purchase intention and premium price. Data was collected by distributing an online questionnaire to individuals who use social media and have seen a celebrity promoting a food product on social media at least three times in the past month, residing in the JABODETABEK area, Indonesia. The sample size used in this study was 151 respondents, selected through purposive sampling. The data analysis method employed in this study was Structural Equation Modeling (SEM) using AMOS 23 software for data processing. The results indicate that celebrity credibility positively influences purchase intention, celebrity credibility positively influences premium price, celebrity congruence positively influences purchase intention, and celebrity congruence does not positively influence premium price. The study has limitations, including its focus solely on the online food business. It is recommended that business practitioners focus on celebrity credibility and congruence in endorsement activities. This research is expected to contribute to the development of marketing management science.
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