PENGARUH GAYA HIDUP, LOYALITAS ARMY, DAN KREDIBILITAS BTS SEBAGAI BRAND AMBASSADOR TOKOPEDIA TERHADAP PERILAKU KONSUMTIF

Hanifah, Nindia Nurul (2022) PENGARUH GAYA HIDUP, LOYALITAS ARMY, DAN KREDIBILITAS BTS SEBAGAI BRAND AMBASSADOR TOKOPEDIA TERHADAP PERILAKU KONSUMTIF. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

[img] Text (COVER + ABSTRAK)
PENDAHULUAN.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (607kB)
[img] Text (BAB 1)
BAB I.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (427kB)
[img] Text (BAB 2)
BAB II.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (345kB)
[img] Text (BAB 3)
BAB III.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (859kB)
[img] Text (BAB 4)
BAB IV.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (841kB) | Request a copy
[img] Text (BAB 5)
BAB V.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (191kB) | Request a copy
[img] Text (DAFTAR REFERENSI)
DAFTAR REFERENSII.pdf
Available under License Creative Commons Attribution Non-commercial.
Download (418kB)
[img] Text (LAMPIRAN)
LAMPIRANN.pdf
Restricted to Repository staff only
Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Gaya Hidup, Loyalitas ARMY, dan Kredibilitas BTS sebagai Brand Ambassador Tokopedia terhadap Perilaku Konsumtif ARMY di Jabodetabek. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah fans dari BTS yaitu, ARMY yang berbelanja di Tokopedia. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 100 responden. Metode analisis data yang digunakan adalah program SPSS versi 26.0. Hasil penelitian membuktikan bahwa (1) Secara parsial gaya hidup tidak berpengaruh signifikan terhadap perilaku konsumtif. (2) Secara parsial loyalitas ARMY berpengaruh positif dan signifikan terhadap perilaku konsumtif. (3) Secara parsial kredibilitas brand ambassador tidak berpengaruh signifikan terhadap perilaku konsumtif. (4) Secara simultan gaya hidup, loyalitas ARMY, dan kredibilitas brand ambassador berpengaruh terhadap perilaku konsumtif. This research aims to find out how the influence of Lifestyle, ARMY Loyalty, and BTS Credibility as Tokopedia Brand Ambassador on ARMY Consumptive Behavior in Jabodetabek. This research uses an associative type of quantitative approach. The population of this study is fans of BTS, namely, ARMY who shop on Tokopedia. The sample was determined based on the purposive sampling method, with a sample number of 100 respondents. The data analysis method used is the SPSS program version 26.0. The results proved that (1) Partially lifestyle had no significant effect on consumptive behavior. (2) Partially ARMY loyalty has a positive and significant effect on consumptive behavior. (3) Partially the credibility of the brand ambassador has no significant effect on consumptive behavior. (4) Simultaneously the lifestyle, loyalty of ARMY, and the credibility of the brand ambassador affect consumptive behavior.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSakti, Indra8894080018indra_sakti@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Nindia Nurul Hanifah
Date Deposited: 22 Mar 2022 06:15
Last Modified: 06 Apr 2022 06:18
URI: http://repository.stei.ac.id/id/eprint/7341

Actions (login required)

View Item View Item
Repository STEI is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.