Analisis Pengaruh Celebrity Endorsement Terhadap Purchase Intention Pada Media Sosial Dengan Pendekatan Pls-Sem Pada Penjualan Aksesoris Fashion

Pavita, Saraswati Veda (2022) Analisis Pengaruh Celebrity Endorsement Terhadap Purchase Intention Pada Media Sosial Dengan Pendekatan Pls-Sem Pada Penjualan Aksesoris Fashion. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Internet merupakan suatu wujud dari perkembangan zaman yang memberikan dampatk positif pada segala bidang, salah satunya bagi pelaku bisnis. Kemudahan dalam mengakses internet muncul berbagai macam sarana penjualan seperti yang sedang marak pada saat ini yaitu media sosial. Media sosial merupakan salah satu sarana yang dapat digunakan pelaku bisnis dalam mengembangkan binsis nya. Sebuah produk dapat dikenal oleh masyarakat melalui promosi atau pengiklanan. Pada saat ini, besar kemungkinan bahwa seseorang akan terpengaruhi untuk membeli suatu barang karena sebuah promosi pada media sosial yang khususnya dilakukan oleh selebriti yang mereka sukai. Pengambilan data dalam tesis ini menggunakan kuisioner dan dianalisis menggunakan Structural Equation Modeling (SEM) PLS. Hasil yang didapatkan terdapat enam hipotesis yang siginifikan didukung oleh data yaitu celebrity endorsement perception terhadap celebrity endorsement value, celebrity endorsement perception terhadap purchase intention, celebrity endorsement perception terhadap attitude towards adveritising value, celebrity endorsement value terhadap attitude towards celebrity endorsement, trust terhadap attitude towards endorsement value dan untuk efek indirect yang signifikan adalah celebrity endorsement perception terhadap attitude towards celebrity endorsement value dengan mediasi celebrity endorsement value.
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The internet is a manifestation of the times that have a positive impact on all fields, one of which is for business people. The ease of accessing the internet appears in various kinds of sales tools, such as the one that is currently booming, namely social media. Social media is one of the tools that business people can use in developing their business. A product can be known by the public through promotion or endorsement. At this time, it is very likely that someone will be influenced to buy an item because of a promotion on social media especially by the celebrity they like. Collecting data in this thesis using a questionnaire and analyzed using Structural Equation Modeling (SEM) PLS. The results obtained are six hypotheses that are significantly supported by the data and there are only variables that have a direct effect, namely celebrity endorsement perception towards celebrity endorsement value, celebrity endorsement perception towards attitude towards celebrity endorsement, celebrity endorsement perception towards purchase intention, celebrity endorsement value towards attitude towards celebrity endorsement, trust towards attitude towards celebrity endorsement, and celebrity endorsement perception towards attitude towards celebrity endorsement mediated by celebrity endorsement value.

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.401 2 Pav a-1 2022
Uncontrolled Keywords:	Purchase Intention, Celebrity Endorsement, SEM. Purchase Intention, Celebrity Endorsement, SEM.
Subjects:	T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Mr. Marsudiyana -
Date Deposited:	08 Jul 2026 01:07
Last Modified:	08 Jul 2026 01:07
URI:	http://repository.its.ac.id/id/eprint/134476

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