Analisis Pengaruh Daya Tarik, Kepercayaan, dan Keahlian Celebrity Endorser terhadap Minat Beli Konsumen (Studi Empiris Perusahaan E-Commerce Shopee)

Anistiari, Puspo and , Kussudyarsana, S.E., M.Si., Ph.D. (2019) Analisis Pengaruh Daya Tarik, Kepercayaan, dan Keahlian Celebrity Endorser terhadap Minat Beli Konsumen (Studi Empiris Perusahaan E-Commerce Shopee). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of attractiveness, trust, and supporting celebrity expertise on consumer buying interest (the e-commerce shopee company) with respondents from the Faculty of Economics and Business, Muhammadoyah University, Surakarta.The sampling technique used in this study used a purposive sampling technique with the criteria of respondents from the Faculty of Economics and Business, University Muhammadiyah Surakarta and who had studied and seen the advertisement of shopee shopping sites that needed artist Prilly Latuconsina. The method of data analysis in this study with multiple linear regression analysis previously used the instrument test and the classic assumption test. Hypothesis testing uses t statistical test, statistical test f, and coefficient of determination. The results of the study show partial facts showing the variable attractiveness of celebrities supporting negatively towards consumer buying interest. The trust and expertise of celebrities supports positively towards consumer buying interest. Simultaneously simplify, independent verifiers that are significant to dependents. The value of the adjuster R squared is 0.631 which means that the ability of the three variables can explain the dependent variable by 63.1%.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	celebrity endorser, attractiveness, trust, expertise, promotion
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PUSPO ANISTIARI
Date Deposited:	02 Aug 2019 01:29
Last Modified:	02 Aug 2019 01:29
URI:	http://eprints.ums.ac.id/id/eprint/75041

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