ENDORSER CREDIBILITY DAN DAMPAKNYA TERHADAP PURCHASE INTENTION : KASUS PADA KUE ARTIS

Marcelina, Arta (2018) ENDORSER CREDIBILITY DAN DAMPAKNYA TERHADAP PURCHASE INTENTION : KASUS PADA KUE ARTIS. S1 thesis, Universitas Negeri Jakarta.

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Abstract

The objectives of this research are: 1) To examine the effect of Endorser Credibility on Attitude toward the Advertisement on cake owned by an Artist positively and significantly 2) To test the effect of Endorser Credibility on Brand Credibility on cake owned by an Artist positively and significantly. 3) To test the effect of Attitude toward the Advertisement on Attitude toward the Brand on cake owned by an Artist positively and significantly. 4) To examine the effect of Brand Credibility on Puchase Intention on cake owned by an Artist positively and significantly. 5) To examine the influence of Attitude toward the Brand on Purhcase Intention in the cake owned by an Artist in a positive and significant way. The sample used in this analysis is someone who has bought or has the intention to buy a cake owned by an Artist. The sampling technique used was purposive sampling with a total sample of 253 respondents. This study uses questionnaires that distributed online. SPSS is used in this study to test validity with EFA and reliability testing. SEM is also used in this study using Amos. The results of hypothesis testing show that: a) Endorser Credibility has a positive and significant influence on attitude toward the Advertisement. b) Endorser Credibility has a positive and significant effect on Brand Credibility. c) Attitude toward the Advertisement has a positive and significant effect on Attitude toward the Brand. d) Brand Credibility has a positive and significant effect on Purchase Intention. e) Attitude toward the Brand has a positive and significant effect on Purchase Intention. This shows that Endorser Credibility plays an important role in the formation of Brand Credibility, Attitude toward the Advertisement, Attitude toward the Brand so that Purchase Intention appears in a person.

Item Type: Thesis (S1)
Additional Information: Dosen Pembimbing I :Usep Suhud, M.Si, Ph.D Dosen Pembimbing II:Shandy Aditya, BIB, MPB
Uncontrolled Keywords: Endorser Credibility, Attitude toward the Advertisement, Attitude toward the Brand, Brand Credibility, Purchase Intention.
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ahmad Afandi
Date Deposited: 08 Oct 2018 04:15
Last Modified: 08 Oct 2018 04:15
URI: http://repository.fe.unj.ac.id/id/eprint/6334

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