Pengaruh Endorser Selebriti terhadap Minat Beli secara Daring pada Situs Shopee(Studi Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Widodo, Dwi Setyo and , Rini Kuswati, S.E., M.Si. (2018) Pengaruh Endorser Selebriti terhadap Minat Beli secara Daring pada Situs Shopee(Studi Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aim of this research to analyze influence of the visibility of celebrities endorser, the credibility of celebrities endorser, the attractiveness of celebrities endorser, and the power of celebrities endorser to buying interest online at Shopee sites. The population of this research is all students of Muhammadiyah University of Surakarta. The technique sampling in this research is purposive sampling by taking 120 students of Muhammadiyah University of Surakarta who have accessed the online shopping site although not shopping.. Data collection method using field study in form of personal questionnaire. Analysis tools in this research uses multiple linear regression. Based on the result are found some finding, the first is the visibility of celebrities endorser has positive and significant influence on buying interest, the second is the credibility of celebrities endorser has a positive and significant influence on buying interest, the third is the attractiveness of celebrities endorser have a positive and significant influence on buying interest, and the fourth is the power of celebrities endorser has positive and significant influence on buying interest.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Visibility, Credibility, Attractiveness, Power, and Buying Interest.
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: DWI SETYO WIDODO
Date Deposited: 13 Aug 2018 07:19
Last Modified: 13 Aug 2018 07:19
URI: http://eprints.ums.ac.id/id/eprint/64902

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