relation: http://repository.upi.edu/123722/
title: ANALISIS PENGARUH CELEBRITY ENDORSER TERHADAP E-PURCHASE DECISION DENGAN PERAN MEDIASI  E-TRUST PADA KONSUMEN SHOPEEFOOD  DI INDONESIA
creator: Zahfirah Nashshar, -
subject: HF Commerce
subject: L Education (General)
description: 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.
date: 2024-08-30
type: Thesis
type: NonPeerReviewed
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identifier: http://repository.upi.edu/123722/1/T_MM_2313412_Title.pdf
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identifier: http://repository.upi.edu/123722/8/T_MM_2313412_Chapter1.pdf
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identifier: http://repository.upi.edu/123722/9/T_MM_2313412_Chapter2.pdf
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identifier: http://repository.upi.edu/123722/10/T_MM_2313412_Chapter3.pdf
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identifier: http://repository.upi.edu/123722/11/T_MM_2313412_Chapter4.pdf
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identifier: http://repository.upi.edu/123722/12/T_MM_2313412_Chapter5.pdf
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identifier: http://repository.upi.edu/123722/7/T_MM_2313412_Appendix.pdf
identifier:   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.   
relation: https://repository.upi.edu