Aufa Yasykur Rahman, - (2024) PENGARUH KONFORMITAS DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION SKIN PADA PEMAIN MOBILE LEGENDS DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh konformitas dan celebrity endorsement terhadap purchase intention skin pada pemain Mobile Legend di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan desain korelasional. Sampel penelitian ini terdiri atas 276 responden yang merupakan pemain aktif Mobile Legends di wilayah tersebut. Teknik sampling menggunakan accidental sampling. Peneliti menggunakan skala konformitas yang dirancang Myers (Aji, 2018), Perception of Celebrity Endorser Scale yang dirancang oleh Shimp (Rachmadyantika, 2020), dan Purchase Intention Scale yang dirancang oleh Wu dan Chang (Prawira, 2022). Analisis data yang digunakan adalah analisis regresi linear berganda dengan nilai signifikansi 0,000 (p<0,05). Berdasarkan hasil analisis data, dapat disimpulkan bahwa konformitas tidak berpengaruh signifikan terhadap purchase intention pada pemain Mobile Legends di kota Bandung, sedangkan celebrity endorsement berpengaruh signifikan terhadap purchase intention pemain Mobile Legends di kota Bandung. Pada penelitian ini, penggunaan celebrity endorsement secara khusus memiliki dampak yang kuat terhadap purchase intention. This study aims to determine the effect of conformity and celebrity endorsement on purchase intention skin on Mobile Legend players in Bandung City. This research uses quantitative methods with a correlational design. The sample of this study consisted of 276 respondents who are active Mobile Legends players in the region. The sampling technique used accidental sampling. Researchers used a conformity scale designed by Myers (Aji, 2018), Perception of Celebrity Endorser Scale designed by Shimp (Rachmadyantika, 2020), and Purchase Intention Scale designed by Wu and Chang (Prawira, 2022). The data analysis used is multiple linear regression analysis with a significance value of 0.000 (p<0.05). Based on the results of data analysis, it can be concluded that conformity has no significant effect on purchase intention on Mobile Legends players in the city of Bandung, while celebrity endorsement has a significant effect on the purchase intention of Mobile Legends players in the city of Bandung. In this study, the use of celebrity endorsement specifically has a strong impact on purchase intention.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=wzPWddIAAAAJ&hl=en ID SINTA Dosen Pembimbing: Ita Juwitaningrum: 6746336 Diah Zaleha Wyandini: 6124256 |
| Uncontrolled Keywords: | Conformity, Celebrity Endorsement, Purchase Intention, Mobile Legends. |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Pendidikan > Program Studi Psikologi |
| Depositing User: | Aufa Yasykur Rahman |
| Date Deposited: | 22 Jan 2025 02:25 |
| Last Modified: | 22 Jan 2025 02:25 |
| URI: | http://repository.upi.edu/id/eprint/129844 |
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