SAFARANTI, RIAS (2021) PENGARUH MEDIA SOSIAL, HARGA DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DI TOKOPEDIA (Survei Pada Konsumen Warga Rw : 17, Buaran, Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh media sosial, harga, dan celebrity endorsement terhadap keputusan pembelian kosmetik di Tokopedia. Media sosial, harga, dan celebrity endorsement sebagai variabel bebas dan keputusan pembelian sebagai variable terikat. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan survei, pengumpulan data dilakukan dengan menyebar kuesioner. Populasi dalam penelitian ini adalah seluruh konsumen Tokopedia di RW 017, Buaran, Jakarta Timur. Penentuan sampel menggunakan metode purposive sampling, dengan sampel sebanyak 97 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Pengolahan data dilakukan dengan aplikasi komputerisasi SPSS ver.28 Hasil penelitian ini adalah, terdapat pengaruh media sosial terhadap keputusan pembelian, tidak terdapat pengaruh harga terhadap keputusan pembelian, tidak terdapat pengaruh celebrity endorsement terhadap keputusan pembelian. Adapun secara simultan terdapat pengaruh media sosial, harga dan celebrity endorsement terhadap keputusan pembelian. Kata kunci : Media, Sosial, Harga, Celebrity Endorsement, Keputusan Pembelian The purpose of this research is to determine the effect of social media, price, and celebrity endorsement on cosmetic purchasing decisions at Tokopedia. Social media, price, and celebrity endorsement as independent variables while purchasing decision as the dependent variable. This study uses associative research with a survey approach, data collection is done by distributing questionnaires. The population in this study were all Tokopedia consumers in RW 017, Buaran, East Jakarta. Determination of the sample using purposive sampling method, with a sample of 97 respondents. Analysis of the data used in this study is the analysis of the coefficient of partial and multiple determination. Data processing is carried out with the SPSS ver.28 computerized application Based on the results and discussion, it shows that there is an effect of social media on purchasing decisions, there is no influence of price on purchasing decisions, there is no influence of celebrity endorsements on purchasing decisions. Simultaneously there is the influence of social media, price and celebrity endorsement on purchasing decisions. Keywords: Social Media, Price, Celebrity Endorsement, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIAS SAFARANTI | ||||||||
| Date Deposited: | 28 Sep 2021 14:54 | ||||||||
| Last Modified: | 28 Sep 2021 14:54 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5271 |
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