Pengaruh Kepercayaan, Kredibilitas, Daya Tarik, dan Dukungan Selebriti Terhadap Niat Beli Pengguna Aplikasi Tokopedia di Surabaya

Puspaningrum, Diana (2019) Pengaruh Kepercayaan, Kredibilitas, Daya Tarik, dan Dukungan Selebriti Terhadap Niat Beli Pengguna Aplikasi Tokopedia di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Interested in the number of internet users and online shopping in the present era presents a very big prospect in the e-commerce industry. This study aims to measure and assess the level of Trust, Credibility, Attractiveness, and Celebrity Endorsement to influence consumers' Purchase Intention Tokopedia application users. To achieve this goal, researchers used a questionnaire by developing an item size that captured the construct in the variable. In this study, researchers used 130 respondents who were divided into small sampels and large samples, evaluating reliability and validity to validate constructs and multiple linear regression performed to test hypotheses using SPSS16 software. The results of this study indicate that the Trust variable has a significant positive effect simultaneously on Purchase Intention. As well as the results of research from the variables Credibility, Attraction, and Celebrity Endorsement have no significant effect on Purchase Intention. Therefore, the results of this study can help identify the effective factors of Purchase Intentions in turn provide full Trust so that companies can improve and provide competitive advantages in order to be able to help marketers in creating and implementing effective Credibility, Attractiveness and Celebrity Endorsement. Keywords: Trust, Credibility, Attractiveness, Celebrity Endorsement, Purchase Intention

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 10 Dec 2019 08:44
Last Modified: 10 Dec 2019 08:44
URI: http://eprints.perbanas.ac.id/id/eprint/4316

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