Kamajaya, Dimas Randy (2019) Pengaruh Endorser Credibility Dalam Mempengaruhi Sikap Konsumen Terhadap Brand Dan Purcashing Intention Pada Ukm Coffee Shop Di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Saat ini, budaya kopi di Indonesia sedang berkembang. Sejak 2017 usaha coffee shop telah berkembang pesat di banyak kota di Indonesia. Terutama di ibu kota seperti Jakarta dan Surabaya. Hal ini menunjukkan bahwa daya saing di sektor bisnis ini sudah semakin jenuh. Sementara itu diferensiasi produk mereka tidak selebar gerakan pertumbuhan bisnis mereka. Tujuan dari penelitian ini adalah untuk mengetahui efektivitas penggunaan endorser sebagai strategi pemasaran untuk meningkatkan pengakuan merek dan sikap konsumen terhadap merek serta untuk mengetahui efek endorser kredibilitas coffee shop dapat menimbulkan minat beli konsumen. Desain penelitian adalah deskriptif konklusif dengan menggunakan kuesioner online untuk mengumpulkan data. Teknik pengambilan sampel adalah convenience sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM). Penelitian ini memerlukan 250 data untuk membuktikan efektivitas kredibilitas dukungan dalam mempengaruhi sikap merek, kredibilitas merek, dan juga niat beli. Penelitian ini sedang dalam proses dan diperkirakan akan selesai pada akhir Juni 2019. Penelitian ini menggunakan structural equation model (SEM) untuk menganalisis data, menggunakan perangkat lunak AMOS. Hasil dari penelitian ini adalah Kredibilitas Endorser berpengaruh signifikan positif terhadap brand attitude dan brand credibility coffee shop dengan nilai p < 0,001 sedangkan endorser credibility tidak signifikan memengaruhi purchasing intention dengan nilai p sebesar 0.065.
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Nowadays, coffee culture in Indonesia is growing . Since 2017 coffee shop venture has rapidly emerged in many cities in Indonesia. Especially in capital cities such as Jakarta and Surabaya. Which means competitiveness on this business sector had gone way difficult. Meanwhile their product differentiation aren’t as wide as their business growth movement. The purpose of this research is to know the effectiveness of using endorser as a marketing strategic to improve the brand acknowledgement and attitude of consumers towards the brand. also to find out the effects endorser credibility of coffee shop can generate purchasing intention of consumers. The research design is conclusive descriptive using an online questionnaire to collect the data. The sampling technique is convenience sampling. Data are analyzed using Structural Equation Modelling (SEM). 250 data is needed to prove the effectiveness of the endorsement credibility in affecting the brand attitude, brand credibility and also purchasing intention. This research is on progress and estimated will be finished by the end of June 2019. a SEM analysis will be employed to analyze the data, using AMOS software. The results of this study are Endorser Credibility has a significant positive effect on the brand attitude and brand credibility of the coffee shop with a value of p <0.001 while the endorser credibility does not significantly influence purchasing intention with a p value of 0.065.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Kam p-1 |
| Uncontrolled Keywords: | Brand Attitude, Brand Credibility, Coffee Shop, Endorser Credibility, Purchasing Intention, SMEs |
| Subjects: | H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Kamajaya Dimas Randy |
| Date Deposited: | 08 Apr 2025 08:38 |
| Last Modified: | 08 Apr 2025 08:38 |
| URI: | http://repository.its.ac.id/id/eprint/67973 |
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