Image of PENGARUH ADVERTISING, CELEBRITY ENDORSER, DAN ELECTRONIC POSITIF WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN (Pada Mahasiswa Pengguna Platform TikTok Shop di Kota Surakarta dan Kabupaten Sukoharjo)

SKRIPSI MBS

PENGARUH ADVERTISING, CELEBRITY ENDORSER, DAN ELECTRONIC POSITIF WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN (Pada Mahasiswa Pengguna Platform TikTok Shop di Kota Surakarta dan Kabupaten Sukoharjo)

ABSTRACT

This research aims to find evidence of the "Influence of Advertising, Celebrity
Endorser, and Positive Electronic Word of Mouth on Consumer Purchase
Intentions (In Students Using the Tiktok Shop Platform in Surakarta City and
Sukoharjo Regency)".
This type of research is quantitative with a purposive sampling technique using
a questionnaire distributed to students using the TikTok Shop platform in Surakarta
City as many as 100 respondents. Data were analyzed using the SPSS application
for windows version 20. The independent variables in this study were advertising,
(X1), celebrity endorsers (X2), and electronic word of mouth (X3), while the
dependent variable was consumer buying interest (Y).
The results of this study indicate that (1) advertising (X1) has a positive but not
significant effect on the variable of purchase intention, (2) celebrity endorser has a
positive and significant effect on consumer purchase intention (3) electronic word
of mouth has a positive and significant effect on consumer purchase intention .

Keywords: Advertising, Celebrity Endorser, Electronic Positive Word Of Mouth,
Purchase Interest

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 RID p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 151 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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