Ardhika, . (2024) PENGARUH KREDIBILITAS ISYANA SARASVATI DALAM IKLAN APLIKASI BELANJA ONLINE LAZADA TERHADAP SIKAP KONSUMEN: Studi Pada Followers Instagram @lazada_id. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to investigate the influence of Isyana Sarasvati’s credibility in Lazada advertisements on consumer attitudes among followers of the Instagram account @lazada_id, utilizing the source credibility theory. The method employed is explanatory quantitative with a sample of 100 followers from the Instagram account @lazada_id, selected through purposive sampling from a population of 3.302.315 followers. Seven quantitative data analysis techniques, including validity test, reliability test, normality test, correlation test, coefficient of determination test, regression test, and hypothesis test, were applied using the Statistical Package for the Social Sciences (SPSS) The results of the coefficient of determination test indicate a significant influence (73,3%) of Isyana Sarasvati’s credibility on consumer attitudes, with 26,7% influenced by other factors not examined in this study. A positive correlation test result (0,856) shows the direction of Isyana Sarasvati’s credibility influence on consumer attitudes. The F-test indicates simultaneous significance, and the t-test rejects Ho and accepts Ha, demonstrating the influence of Isyana Sarasvati’s credibility on consumer attitudes. These findings support the source credibility theory with a positive response from respondents towards Isyana Sarasvati’s high credibility. This confirms that she fulfills key elements of credibility, including trustworthiness, expertise, physical attractiveness, and psychological appeal. Therefore, in conveying information about Lazada’s “Fast and Free Shipping” advertisement, Isyana Sarasvati is considered trustworthy and capable of influencing the attitudes of Instagram followers @lazada_id in cognitive, affective, and conative dimensions. Keywords : Credibility, Consumer Attitude, Advertisement, Source Credibility, Online Shopping Application
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No. Panggil: 1610411088 Pembimbing: Siti Maryam Penguji 1: Windhi Tia Saputra Penguji 2: Zayyin Abdul Quddus |
| Uncontrolled Keywords: | Credibility, Consumer Attitude, Advertisement, Source Credibility, Online Shopping Application |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Ardhika - |
| Date Deposited: | 25 Mar 2024 08:13 |
| Last Modified: | 25 Mar 2024 08:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29858 |
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