PENGARUH CELEBRITY ENDORSER, SOCIAL MEDIA MARKETING, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI TOKOPEDIA

Made Chandra Kuturan Udayana, . (2024) PENGARUH CELEBRITY ENDORSER, SOCIAL MEDIA MARKETING, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study was conducted to determine the effect of celebrity endorser, social media marketing, and electronic word of mouth on purchase intention on Tokopedia. Using a quantitative approach, primary data was collected through questionnaires distributed via WhatsApp, Line, Instagram, and Telegram. The study involved 150 respondents from DKI Jakarta with social media and Tokopedia accounts, selected through non-probability sampling with purposive sampling method. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0. The research findings reveal that the celebrity endorser, social media marketing, and electronic word of mouth variables partially have significant influence on purchase intention in Tokopedia. Keywords: celebrity endorser, social media marketing, electronic word of mouth, purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111222] [Pembimbing: Yuliniar] [Penguji 1: Diana Triwardhani] [Penguji 2: Pusporini]
Uncontrolled Keywords: celebrity endorser, social media marketing, electronic word of mouth, purchase intention.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MADE CHANDRA KUTURAN UDAYANA
Date Deposited: 13 Feb 2025 01:52
Last Modified: 13 Feb 2025 01:52
URI: http://repository.upnvj.ac.id/id/eprint/34454

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