PENGARUH eWOM, CELEBRITY ENDORSER, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN FASHION DI SHOPEE (Studi Kasus Pada Warga Cipinang Baru Bunder Jakarta Timur)

BELLA ERIZA PUTRI, BELLA (2021) PENGARUH eWOM, CELEBRITY ENDORSER, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN FASHION DI SHOPEE (Studi Kasus Pada Warga Cipinang Baru Bunder Jakarta Timur). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

ABSTRAK Penelitin ini bertujuan untuk menguji dan mengetahui seberapa besar pengaruh ewom, celebrity endorser dan kepercayaan terhadap keputusan pembelian fashion online di shopee studi kasus pada warga cipinang baru bunder Jakarta timur. Penelitian ini menggunakan jenis penelitian kuantitatif deskriptif, yang dianalisis dengan menggunakan metode koefisien korelasi berbasis data dari SPSS. Populasi dari penelitian ini adalah warga cipinang baru bunder yang menggunakan shopee untuk berbelanja fashion online. Sampel ditentukan berdasarkan metode non probability sampling, dengan jumlah sampel sebanyak 80 responden. Teknik pengumpulan data menggunakan kuesioner dan studi kepustakaan. Hasil penelitian membuktikan bahwa ewom, celebrity endorser dan kepercayaan berpengaruh terhadap keputusan pembelian fashion online di cipinang baru bunder. Kata Kunci : eWOM, Celebrity Endorser, Kepercayaan, Keputusan Pembelian fashion online ABSTRACT This study aims to examine and find out how much influence ewom, celebrity endorser and trust have on online fashion purchasing decisions in shopee case studies on residents of Cipinang Baru Bunder, East Jakarta. This study uses a descriptive quantitative research type, which is analyzed using the data-based correlation coefficient method from SPSS. The population of this study is the citizens of Cipinang Baru Bunder who use Shopee to shop for online fashion. The sample was determined based on the non- probability sampling method, with a total sample of 80 respondents. Data collection techniques using questionnaires and literature study. The results of the study prove that ewom, celebrity endorser and trust have a effect on online fashion purchasing decisions in Cipinang Baru Bunder. Keywords: eWOM, Celebrity Endorser, Trust, Online Fashion Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNOERSANTI, LINA0311017701lina_noersanti@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Bella Eriza Putri
Date Deposited: 08 Sep 2021 06:15
Last Modified: 08 Sep 2021 06:15
URI: http://repository.stei.ac.id/id/eprint/4830

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