PENGARUH TRUSTWORTHINESS HOST SHOPEE LIVE SKINCARE SKINTIFIC OFFICIAL SHOP TERHADAP BRAND SWITCHING BEHAVIOR

Lulu Hasna Nabillah, . (2024) PENGARUH TRUSTWORTHINESS HOST SHOPEE LIVE SKINCARE SKINTIFIC OFFICIAL SHOP TERHADAP BRAND SWITCHING BEHAVIOR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Dissatisfaction with the previous skincare brand prompts consumers to switch brands, seek variety, and choose Skintific as an alternative. The host of Shopee Live Skintific serves as a trustworthy figure, boosting customer confidence, encouraging purchases, thereby altering the initial preferences for skincare products. This research aims to measure the influence the trustworthiness of the Shopee Live skincare Skintific Official Shop host has on brand switching behavior. This research uses the Theory of Planned Behavior and the Push-Pull Mooring Theory as grand theory. The author used an explanatory quantitative approach with a survey method distributed to Skintific Official Shop followers with a sample size of 124 respondents. The sampling technique used is the purposive sampling method. The results show that the trustworthiness variable of the Shopee Live skincare Skintific Official Shop host has influence of 55.4% on brand-switching behavior. The author hopes that further research can discuss other factors influenced brand-switching behavior in communication studies.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411075] [Pembimbing: Vina Mahdalena] [Penguji 1: Ana Kuswanti] [Penguji 2: Vinta Sevilla]
Uncontrolled Keywords: Brand Switching, E-Commerce, Shopee Live, Theory of Planned Behavior, Trustworthiness.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Lulu Hasna Nabillah
Date Deposited: 07 Feb 2024 07:32
Last Modified: 29 Feb 2024 06:54
URI: http://repository.upnvj.ac.id/id/eprint/29451

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