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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 28/10/2024 14:18:48 • 65 Views
PENGARUH IKLAN MEDIA SOSIAL, E-WOM (ELECTRONIC WORD OF MOUTH), DAN CELEBRITY ENDORSER TERHADAP NIAT BELI PADA JD IDCreated by :
Arion Tio Pandapotan Simatupang ( 201511418 )
| Subject: | IKLAN MEDIA SOSIAL
E-WOM
CELEBRITY ENDORSER
NIAT BELI | | Alt. Subject : | SOCIAL MEDIA ADVERTISING
E-WOM
CELEBRITY ENDORSER
PURCHASE INTENTION | | Keyword: | Iklan
E-WOM
Celebrity Endorser
dan Niat Beli |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh Iklan, E-WOM, dan Celebrity Endorser. Populasi dalam penelitian ini adalah pengguna JD ID di wilayah Tanjung Duren Jakarta Barat. Sampel dalam penelitian ini diambil dengan menggunakan metode Non Probability Sampling sebanyak 140 responden. Metode analisis yang digunakan adalah analisis regresi linear berganda untuk mengetahui pengaruh langsung dan tidak langsung antara variabel. Hasil penelitian dalam penelitian ini menunjukkan bahwa Iklan Media Sosial, E-WOM, dan Celebrity Endorser secara bersama-sama tidak berpengaruh terhadap Niat Beli, Iklan tidak berpengaruh terhadap keputusan pembelian, E-WOM tidak berpengaruh terhadap keputusan pembelian, dan Celebrity Endorser berpengaruh positif dan signifikan terhadap keputusan pembelian.
| Contributor | : |
- ABDURRAHMAN, SKM, MM.
| | Date Create | : | 28/10/2024 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201511418 | | Collection ID | : | 201511418 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2024 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-iklan-media-sosial-ewom-electronic-word-of-mouth-dan-celebrity-endorser-terhadap-niat-beli-pada-jd-id-36406.html
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