Pengaruh Kredibilitas Endorser Selebriti Terhadap Keputusan Pembelian "Erigo" yang Dimediasi oleh Sikap Pembelian

Muslihah, Fannisa and , Dr. Muzakar Isa, S.E., M.Si (2022) Pengaruh Kredibilitas Endorser Selebriti Terhadap Keputusan Pembelian "Erigo" yang Dimediasi oleh Sikap Pembelian. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study examines the effect of endorser credibility on purchasing decisions mediated by purchasing attitudes. This study involved 150 respondents involving followers (Followers) of Raffi Ahmad who live in Solo Raya. The data collection tool used in this study used a questionnaire using a Likert scale. The data analysis technique used in this study uses the Structural Equation Modeling (SEM) model with the Partial Last Square (PLS) approach. The results of this study are the credibility of celebrity endorsers has a positive and significant effect on purchasing attitudes. Purchase attitude has a positive and significant effect on purchasing decisions. Endorser credibility has a positive and significant effect on purchasing decisions. Credibility has a positive and significant effect on purchasing decisions which is perfectly mediated by purchasing attitudes.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	celebrity endorser credibility, purchase attitude and purchase decision.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FANNISA MUSLIHAH
Date Deposited:	06 Aug 2022 02:46
Last Modified:	06 Aug 2022 02:58
URI:	http://eprints.ums.ac.id/id/eprint/102704

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