Pengaruh celebrity endorsment Word of mouth dan iklan terhadap Minat beli brand erigo (studi empiris mahasiswa s1 universitas muhammadiyah surakarta)

Widagdo, Dewanto Prodo and , Soepatini, M.Si. Ph.D (2022) Pengaruh celebrity endorsment Word of mouth dan iklan terhadap Minat beli brand erigo (studi empiris mahasiswa s1 universitas muhammadiyah surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyse and influence celebrity endorsement word of mouth and advertising on buying interest at Muhammadiyah University of Surakarta. The population in this study is the consumer society of Erigo products at the Muhammadiyah University of Surakarta with a sample of 100 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study used Smart PLS version 3.0. The sampling technique in this study uses purposive sampling and data testing techniques used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity tests as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f2), and hypothesis testing. The results of this study indicate that celebrity endorsement has no significant effect on buying interest, word of mouth has a significant effect on buying interest, advertising has a significant effect on buying interest

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	celebrity endorsement, word of mouth, advertisement, buying interest
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEWANTO PRODO WIDAGDO
Date Deposited:	04 Aug 2022 04:38
Last Modified:	04 Aug 2022 04:38
URI:	http://eprints.ums.ac.id/id/eprint/102471

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