SKRIPSI MBS

ANALISIS PENGARUH CELEBRITY ENDORSER DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI MELALUI E-TRUST SEBAGAI VARIABEL INTERVENING PADA LAZADA

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ABSTRACT

The purpose of this research is to invistigate the influence of celebrity
endorsers and online customer reviews on purchasing interest through e-trust as
an intervening variable at Lazada. This research uses primary data by taking data
from distributing questionnaires. The sampling technique in this research was
purposive sampling with a sample size of 100 respondents. The analysis technique
in this research uses (SEM) structural equation modeling using the help of
SmartPLS version 4 to be able to solve the problem formulation and hypotheses
that have been formulated in this research and is used to test the relationship
between variables.
The results of this research show that celebrity endorsers have a positive
and significant effect on buying interest, while online customer reviews do not have
a positive and significant effect on buying interest, celebrity endorsers have a
positive and significant effect on e-trust, online customer reviews have a positive
and significant effect on e-trust , e-trust has a positive and significant effect on
buying interest, celebrity endorsers have a positive and significant effect on buying
interest through e-trust, online customer reviews have a positive and significant
effect on buying interest through e-trust.
Keywords: Celebrity Endorser, Online Customer Review, Purchase Interest,
E-Trust.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 WES a 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 122 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Westik Nur Muslimah

Versi lain/terkait

Lampiran Berkas

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