HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

SAFIRA, NABILA (2018) HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Nabila Safira, The Correlation between Celebrity Endorsement and Word of Mouth (WOM) with The Purchase Decision Oppo Smartphone in The Faculty of Economics Student State University of Jakarta in Jakarta. Script, Jakarta: Faculty of Economics, State University of Jakarta, 2018. This research was conducted in the Faculty of Economics Student State University of Jakarta in Jakarta, for 5 months, starting from February to June 2018. The purpose of this study is to determine the correlation between celebrity endorsement with the purchase decision Oppo Smartphone in The Faculty of Economics Student in State University of Jakarta and to determine the correlation between word of mouth (WOM) with the purchase decision Oppo Smartphone in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlational approach, population used are all student in The Faculty of Economy State University of Jakarta. The sampling technique used technique of Purposive sampling as many as 105. For data collecting researchers using questionnaires with Likert scale. The variables are Purchase Decision (Y), Celebrity Endorsement (X1) and Word of Mouth (WOM) (X2) is the primery data obtained from the dissemination of research questionnaires. Data analysis technique used is, first test requirement analysis consisted of test of normality and test of lineararitas. Both multiple linear regression tests. The three hypothesis test that contains t test and F test. Fourth multiple correlation test. The last one is analysis of coefficient of determination. Tcount on Celebrity Endorsement variable equal 5,351 and t hitung on Word of Mouth (WOM) that is equal to 5,530 where ttable equal to 1,659, this means there is significant partial correlation of Celebrity Endorsement and Word of Mouth (WOM). Because tcount > t tabel . While for test F, found the result Fcount of 45,149 and Ftable value 3,085. Where can be drawn the conclusion that there influence simultaneously between variable Celebrity Endorsement and Word of Mouth (WOM). Because Fcoutnt>Ftable, Multiple regression equation obtained result Ẏ = 17,193+ 0,652X1 + 0,477X2. R2 coefficient of determination value of 0,470. This means that Celebrity Endorsement (X1) and Word of Mouth (X2) variables affect Purchase Decision (Y) by 47%. Key word: Purchase Decision, Celebrity Endorsement, Word of Mouth (WOM)

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