Pengaruh Iklan Social Media Dan Celebriti Endorsement Terhadap Niat Beli Produk MCD Yang Dimediasi Oleh Motivasi Hedonis Dan Motivasi Utilitarian

Larasati, Larasati and , Kussudyarsana, S.E., M.Si., Ph.D. (2023) Pengaruh Iklan Social Media Dan Celebriti Endorsement Terhadap Niat Beli Produk MCD Yang Dimediasi Oleh Motivasi Hedonis Dan Motivasi Utilitarian. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Fast food or often referred to as fast food is a type of food that is familiar in Indonesia which emphasizes the speed of service. Currently one of the advertising strategies is digital advertising (digital marketing). Digital advertising is the use of the Internet and other interactive technologies to create and engage identified dialogue between companies and consumers. This study aims to analyze the effect of social media advertising and celebrity endorsements on the purchase intention of mcd products mediated by hedonic motivation and utilitarian motivation. Respondents in this study were 110 respondents through an online survey using a Google form with a Likert scale. The sampling technique uses non-probability sampling with purposive sampling method. Data analysis using SMARTPLS. Test the validity and reliability using smart PLS analysis on the outer model. Hypothesis testing uses the smartPLS inner model. The results of the analysis show that hedonic motivation mediates the effect of social media advertising and celebrity endorsement on purchase intention partially and utilitarian motivation mediates the effect of social media advertising and celebrity endorsement on purchase intention partially.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Social Media Advertising, Celebrity Endorsement, Purchase Intention, Hedonic Motivation and Utilitarian Motivation.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LARASATI
Date Deposited:	20 Jan 2023 03:11
Last Modified:	20 Jan 2023 03:11
URI:	http://eprints.ums.ac.id/id/eprint/107301

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