PENGARUH CELEBRITY ENDORSER, E-WOM, DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN ES TEH INDONESIA

Rieztanadya Mulia Usman, . (2024) PENGARUH CELEBRITY ENDORSER, E-WOM, DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN ES TEH INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to determine, analyze, and prove the influence of celebrity endorsers, electronic word of mouth, and social media marketing on purchasing decisions on Es Teh Indonesia products in the DKI Jakarta area. This study uses a quantitative method with data collection through a questionnaire totaling 100 respondents. Data analysis uses the Smart PLS 4.0 application starting from descriptive statistical analysis, validity test, reliability test, R-Square test, F-Square test, Q-Square test, and hypothesis test by looking at p values and t statistics. The results of this study indicate that celebrity endorsers have no influence on purchasing decisions for Es Teh Indonesia. While electronic word of mouth influences purchasing decisions. And social media marketing also influences purchasing decisions. Thus, companies need to re-sort the celebrities used or do not need to use them at all. Meanwhile, electronic word of mouth and social media marketing can be maintained and improved to increase their influence on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil : 2110111122] [Pembimbing : Yuliniar] [Penguji 1 : Lina Aryani] [Penguji 2 : Suharyati]
Uncontrolled Keywords:	celebrity endorser, electronic word of mouth, social media marketing, purchasing decisions, smart PLS 4.0
Subjects:	H Social Sciences > HD Industries. Land use. Labor 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:	RIEZTANADYA MULIA USMAN
Date Deposited:	12 Feb 2025 01:33
Last Modified:	12 Feb 2025 01:33
URI:	http://repository.upnvj.ac.id/id/eprint/34505

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