PENGARUH ENDORSER CREDIBILITY TERHADAP PURCHASE DECISION PADA KONSUMEN BLIBLI DI INDONESIA

Alma Maula Andriani, - (2023) PENGARUH ENDORSER CREDIBILITY TERHADAP PURCHASE DECISION PADA KONSUMEN BLIBLI DI INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_MBS_1803776_Title.pdf Download (11MB)
	Text S_MBS_1803776_Chapter1.pdf Download (10MB)
	Text S_MBS_1803776_Chapter2.pdf Restricted to Staf Perpustakaan Download (11MB)
	Text S_MBS_1803776_Chapter3.pdf Download (11MB)
	Text S_MBS_1803776_Chapter4.pdf Restricted to Staf Perpustakaan Download (11MB)
	Text S_MBS_1803776_Chapter5.pdf Download (10MB)
	Text S_MBS_1803776_Appendix.pdf Restricted to Staf Perpustakaan Download (13MB)

Abstract

Banyak perusahaan yang bergerak di industri e-commerce ini salah satunya Blibli. Strategi pemasaran berawal dari pemahaman terhadap kebutuhan konsumen terhadap produk atau jasa yang membentuk purchase decision. Dalam membentuk purchase decision perusahaan perlu melibatkatkan endorser credibility sebagai strategi pemasaran yang dapat menimbulkan dampak jangka panjang yang memberikan keuntungan bagi perusahaan. Penelitian ini bertujuan untuk memperoleh gambaran endorser credibility dan purchase decision, serta temuan pengaruh endorser credibility terhadap purchase decision pada konsumen Blibli di Indonesia. Jenis penelitian yang digunakan deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel 400 responden. Teknik analisis data digunakan analisis jalur dengan alat bantu software komputer SPSS 26.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran endorser credibility berada pada kategori tinggi dan purchase decision berada pada kategori tinggi. One of the companies engaged in the e-commerce industry is Blibli. The marketing strategy begins with an understanding of consumer needs for products or services that form a purchase decision. In forming a purchase decision, companies need to involve endorser credibility as a marketing strategy that can have a long-term impact that benefits the company. This study aims to obtain an overview of endorser credibility and purchase decisions, as well as findings on the effect of endorser credibility on purchase decisions among Blibli consumers in Indonesia. The type of research used is descriptive verification. The method used is simple random sampling with a sample size of 400 respondents. The data analysis technique used path analysis with SPSS 26.0 for Windows computer software. The findings of this study indicate that the endorser credibility image is in the high category and the purchase decision is in the high category.

Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?hl=en&user=qzpOkqEAAAAJ ID SINTA Dosen Pembimbing: Agus Rahayu: 5985049 Girang Razati : 5984831
Uncontrolled Keywords:	endorser, endorser credibility, purchase decision
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Alma Maula Andriani
Date Deposited:	17 Feb 2023 01:36
Last Modified:	17 Feb 2023 01:36
URI:	http://repository.upi.edu/id/eprint/88243

Actions (login required)

View Item