ANALISIS PENGARUH CELEBRITY ENDORSER TERHADAP E-PURCHASE DECISION DENGAN PERAN MEDIASI E-TRUST PADA KONSUMEN SHOPEEFOOD DI INDONESIA

Zahfirah Nashshar, - (2024) ANALISIS PENGARUH CELEBRITY ENDORSER TERHADAP E-PURCHASE DECISION DENGAN PERAN MEDIASI E-TRUST PADA KONSUMEN SHOPEEFOOD DI INDONESIA. S2 thesis, Universitas Pendidikan Indonesia.

Baca Full Text klik disini
[img] Text
T_MM_2313412_Title.pdf
Download (1MB)
[img] Text
T_MM_2313412_Chapter1.pdf
Download (417kB)
[img] Text
T_MM_2313412_Chapter2.pdf
Restricted to Staf Perpustakaan
Download (770kB)
[img] Text
T_MM_2313412_Chapter3.pdf
Download (717kB)
[img] Text
T_MM_2313412_Chapter4.pdf
Restricted to Staf Perpustakaan
Download (1MB)
[img] Text
T_MM_2313412_Chapter5.pdf
Download (312kB)
[img] Text
T_MM_2313412_Appendix.pdf
Restricted to Staf Perpustakaan
Download (3MB)
Official URL: https://repository.upi.edu

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser terhadap e�purchase decision dengan peran mediasi e-trust pada konsumen ShopeeFood di Instagram shopeefood_id. Jenis penelitian yang digunakan yaitu deskriptif dan verivikatif. Variabel bebas pada penelitian ini yaitu celebrity endorser (X1) dan variabel terikat yaitu e-trust (X2) brand attachment (Y). Sampel penelitian diambil menggunakan metode accidental sampling dengan jumlah responden sebanyak 410 orang. Instrumen penelitian diuji menggunakan uji validitas dan uji reliabilitas. Teknik analisis yang diterapkan adalah analisis SEM-PLS dengan bantuan perangkat lunak SPSS 26.0 for Windows. Hasil temuan pada penelitian ini menemukan bahwa celebrity endorser, e-trust dan e-purchase decision berada pada kategori tinggi. Celebrity endorser mempengaruhi e-purchase decision terutama melalui e-trust, bukan secara langsung. Pengaruh utama dari celebrity endorser pada e-purchase decision berasal dari dampaknya terhadap e-trust. Berdasarkan hasil ini, disarankan agar ShopeeFood terus menggunakan celebrity endorser yang memiliki reputasi baik untuk memupuk e-trust di kalangan konsumen, yang pada akhirnya dapat meningkatkan e-purchase decision dan loyalitas konsumen terhadap platform tersebut. This study aimed to examine the influence of celebrity endorsement on e-purchase decisions with the mediating role of e-trust among ShopeeFood consumers on Instagram shopeefood_id. The research design employed was descriptive and verificative. The independent variables in this study were Celebrity endorser (X1) and e-trust (X2), while the dependent variable was brand attachment (Y). The sample was selected using accidental sampling method, with a total of 410 respondents. Research instruments were tested for validity and reliability. The data analysis technique applied was SEM-PLS analysis using SPSS 26.0 for Windows software. The findings of this study reveal that celebrity endorsers, e-trust, and e�purchase decisions are in the high category. Celebrity endorsers primarily influence e-purchase decisions through e-trust, rather than directly. The main impact of celebrity endorsers on e-purchase decisions stems from their effect on e�trust. Based on these findings, it is recommended that ShopeeFood continues to employ celebrity endorsers with a good reputation to cultivate e-trust among consumers, which ultimately can enhance e-purchase decisions and consumer loyalty towards the platform.

Item Type: Thesis (S2)
Additional Information: ID SINTA Dosen Pembimbing: Vanessa Gaffar : 5993246 Hilda Monoarfa : 6150134
Uncontrolled Keywords: Celebrity endorser, E-trust, E-purchase decision, ShopeeFood.
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
Depositing User: Zahfirah Nashshar
Date Deposited: 10 Sep 2024 16:31
Last Modified: 10 Sep 2024 16:31
URI: http://repository.upi.edu/id/eprint/123722

Actions (login required)

View Item View Item