PENGARUH USER GENERATED CONTENT DAN CELEBRITY ENDORSEMENT TERHADAP ONLINE PURCHASE DECISION: Survei pada Followers Instagram Industri Brand Fashion Lokal

Muhamad Bayu Pramesta, - (2024) PENGARUH USER GENERATED CONTENT DAN CELEBRITY ENDORSEMENT TERHADAP ONLINE PURCHASE DECISION: Survei pada Followers Instagram Industri Brand Fashion Lokal. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh user generated content dan celebrity endorsement terhadap online purchase decision pada followers Instagram industri brand fashion lokal. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Dengan pendekatan kuantitatif populasi dalam penelitian ini berjumlah 4.367.000 dengan sampel berjumlah 349 responden yang merupakan followers Instagram industri brand fashion lokal dengan menggunakan Teknik simple random sampling. Data diolah secara statistic dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa user generated content dan celebrity endorsement memiliki pengaruh positif dan signifikan terhadap online purchase decision, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel user generated content dan celebrity endorsement terhadap online purchase decision secara simultan. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan user generated content dan celebrity endorsement akan semakin baik juga online purchase decisoin yang muncul pada konsumen untuk perusahaan tersebut. Hasil kontribusi yang diberikan variabel user generated content paling tinggi dalam membentuk online purchase decision adalah brand sentiment dan dimensi user generated content paling rendah dalam membentuk online purchase decision adalah informing. Dimensi celebrity endorsement yang memiliki kontribusi paling tinggi dalam membentuk online purchase decision adalah expertise serta yang paling rendah membentuk online purchase decision adalah attractiveness. This study aims to obtain an overview and influence of user generated content and celebrity endorsement on online purchase decisions on Instagram followers of the local fashion brand industry. The type of research used is descriptive and verification. With a quantitative approach, the population in this study amounted to 4,367,000 with a sample of 349 respondents who are Instagram followers of the local fashion brand industry using simple random sampling technique. Data is processed statistically with the Structural Equation Modeling (SEM) method. The findings of this study found that user generated content and celebrity endorsement have a positive and significant influence on online purchase decisions, this is indicated by the amount of the critical ratio value which is greater than the minimum value, meaning that there is a positive and significant influence between user generated content variables and celebrity endorsement on online purchase decisions simultaneously. This statement can be assumed that the better the company pays attention to user generated content and celebrity endorsement, the better the online purchase decision that appears to consumers for the company. The results of the contribution given by the highest user generated content variable in shaping online purchase decisions are brand sentiment and the lowest user generated content dimension in shaping online purchase decisions is informing. The dimension of celebrity endorsement that has the highest contribution in shaping online purchase decision is expertise and the lowest in shaping online purchase decision is attractiveness.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Agus Rahayu: 5985049 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords: celebrity endorsement, online purchase decision, user generated content
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Muhamad Bayu Pramesta
Date Deposited: 13 Jan 2025 02:59
Last Modified: 13 Jan 2025 02:59
URI: http://repository.upi.edu/id/eprint/129631

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