Pungky Athaya, - (2024) PENGARUH CELEBRITY ENDORSER DAN BRAND EXPERIENCE TERHADAP ONLINE CUSTOMER ENGAGEMENT: Survei pada Followers Instagram Bio Beauty Lab. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan besaran celebrity endorser dan brand experience terhadap online customer engagemnt (survei pada followers Instagram Bio Beauty Lab. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 374.000 dengan sampel 203 responden yang merupakan followers Instagram Bio Beauty Lab dengan menggunakan teknik pengambilan sampel probability sampling yaitu simple random sampling. Data diolah secara statistik dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software IBM SPSS AMOS versi 24.0 for Windows. Hasil penelitian diketahui bahwa pengaruh celebrity endorser, brand experience dan online customer engagement berada pada kategori tinggi. Celebrity endorser memiliki pengaruh positif dan signifikan terhadap online customer engagement, brand experience berpengaruh positif dan signifikan terhadap online customer engagement, serta variabel celebrity endorser dan brand experience berpengaruh positif dan signifikan terhadap online customer engagement. This study aims to obtain an overview and magnitude of celebrity endorsers and brand experience on online customer engagement (survey on Instagram followers of Bio Beauty Lab. The type of research used is descriptive and verification with a quantitative approach. The population in this study amounted to 374,000 with a sample of 203 respondents who were Instagram followers of Bio Beauty Lab using probability sampling technique, namely simple random sampling. The data was processed statistically using the Structural Equation Modeling (SEM) method with the help of IBM SPSS AMOS software version 24.0 for Windows. The results of the study showed that the influence of celebrity endorsers, brand experience and online customer engagement is in the high category. Celebrity endorsers have a positive and significant influence on online customer engagement, brand experience has a positive and significant influence on online customer engagement, and the variables celebrity endorser and brand experience have a positive and significant influence on online customer engagement.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: HARI MULYADI: 5984810 LISNAWATI: 5986471 |
| Uncontrolled Keywords: | Celebrity Endorser, Brand Experience, Online Customer Engagement |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Pungky Athaya |
| Date Deposited: | 09 Jan 2025 03:25 |
| Last Modified: | 09 Jan 2025 03:25 |
| URI: | http://repository.upi.edu/id/eprint/129527 |
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