Analisis Pengaruh Celebrity Endorser dan Electronic Word of Mouth (eWOM) Terhadap Loyalitas E-Commerce Shopee Kaum Milenial di Solo Raya

Indraswati, Ofireta and , Dr. Moechammad Nasir, S. E., M.M (2022) Analisis Pengaruh Celebrity Endorser dan Electronic Word of Mouth (eWOM) Terhadap Loyalitas E-Commerce Shopee Kaum Milenial di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The study aim of this research is to analyze and discuss the effect of celebrity endorser and Electronic Word of Mouth (eWOM) on millennial Shopee e-commerce loyalty in Solo Raya. The population in this study are all millennials who do Shopee shopping in Solo Raya, and the sample is 150 respondents. Data collection techniques through the distribution of questionnaires. Analysis of the data in this study using SmartPLS version 3.0. The sampling technique in this study used a purposive sampling technique, and the data testing technique used in this study included an external model consisting of convergent validity, discriminant validity, composite reliability, Cronbach alpha and multicollinearity test as well as an internal model consisting of the coefficient of determination, goodness of fit. , test effect size (f2), and test the hypothesis consisting of t-test, and path coefficient. The results based on the research that celebrity endorser had a significant effect on consumer loyalty and Electronic Word of Mouth (eWOM) has a significant effect on consumer loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	celebrity endorser, electronic word of mouth (eWOM), consumer loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	OFIRETA INDRASWATI
Date Deposited:	21 Jun 2022 06:23
Last Modified:	21 Jun 2022 06:24
URI:	http://eprints.ums.ac.id/id/eprint/101048

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