Pengaruh celebrity endorsement terhadap intention to purchasing online yang dimediasi oleh attitude towards advertising serta attitude towards online store image dengan pemoderasi hedonic motivation (studi kasus pada Tokopedia dengan endorser BTS)

Anggriawan, Muhammad Ocky and Tarigan, Rico Pranata and Yuriki, Yuriki (2021) Pengaruh celebrity endorsement terhadap intention to purchasing online yang dimediasi oleh attitude towards advertising serta attitude towards online store image dengan pemoderasi hedonic motivation (studi kasus pada Tokopedia dengan endorser BTS). Masters thesis, Universitas Pelita Harapan.

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Abstract

E-commerce berkembang pesat di emerging country termasuk di Indonesia.Industri e-commerce telah meberikan kontribusi PDB yang berarti. Di sisi lain perkembangan e-commerce diiringi dengan persaingan yang semakin ketat antara online store. Untuk memenangkan persaingan dan menarik pelanggan, e-commerce mencoba menggunakan selebriti sebagai endorser. Tujuan dari penelitian ini adalah untuk menguji model penelitian intention to purchase online yang dimodifikasi dari penelitian terdahulu. Sebagai variabel independent adalah celebrity endorsement dengan dimensinya. Pengaruh endorser ini dimediasi oleh attitude toward the advertising serta attitude toward online store image. Selanjutnya hedonic motivation sebagai pemoderasi ke intention to purchase online. Penelitian ini diuji empiris pada konsumen unicorn Tokopedia yang melihat tayangan advertising dari bintang musik BTS asal Korea. PLS-SEM digunakan dalam analisis data. Responden diperoleh melalui purposive sampling dengan 428 responden yang memenuhi syarat. Data dikumpulkan melalui kuesioner yang disebarkan secara online. Hasil penelitian first order menunjukkan terdapat enam dimensi celebrity endorsement, dengan endorser trustworthiness, endorser dignified image, dan endorser exquisite personality sebagai dimensi yang terkuat. Selanjutnya celebrity endorsement mempunyai pengaruh positif terhadap intention to purchase melalui attitude toward the advertising. Namun attitude toward online store image tidak terbukti berperan sebagai mediasi maupun mempunyai pengaruh langsung pada intention to purchase. Hedonic motivation terbukti dapat memperkuat pengaruh attitude toward the advertising ke intention to purchase. Model struktural tersebut menunjukan hasil moderate predictive accuracy. Implikasi manajerial memberikan saran untuk meningkatkan manajemen celebrity endorsement. Terdapat beberapa rekomendasi bagi penelitian selanjutnya. / E-commerce is growing rapidly in emerging countries including Indonesia. The ecommerce industry has contributed significantly to GDP. On the other hand, the development of e-commerce is accompanied by increasingly fierce competition among online stores. To win the competition and attract customers e-commerce attempt to use celebrities as endorsers. The purpose of this study is to examine the modified model of intention to purchasing online developed from previous research. Celebrity endorsements deploy as the independent variable with its dimensions. The influence of these endorsement is mediated by attitude toward the advertising and attitude toward online store image. Further, hedonic motivation plays as a moderator to the intention to purchasing online. This research was tested empirically on Tokopedia, an unicorn e-commerce withed consumers who saw advertising impressions from the BTS KPOP star from Korea. PLS-SEM was used in the data analysis. Respondents were obtained by purposive sampling with 428 eligible respondents. Data were collected through a questionnaire that distributed online. The results demonstrated in the first order there are six dimensions of celebrity endorsement. There are: endorser trustworthiness, endorser dignified image, and endorser exquisite personality as the prominent dimensions. In the structural model, celebrity endorsement has shown a positive influence on intention to purchasing through attitude toward the advertising. However, attitude toward online store image is not proven to act as a mediator or to have a direct influence on intention to purchasing. Hedonic motivation has been proven to strengthen the effect of attitude toward the advertising on intention to purchasing. The structural model showed moderate predictive accuracy. Implication managerial provide suggestion to improve celebrity endorsement management. There are several recommendations for future research.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Anggriawan, Muhammad OckyNIM01619190003destination.blackout@yahoo.com
Tarigan, Rico PranataNIM01619190044ricopranata_tarigan@yahoo.com
Yuriki, YurikiNIM01619190013yuriki1988@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAntonio, FerdiNIDN0321026802ferdi.antonio@gmail.com
Uncontrolled Keywords: intention to purchasing online ; celebrity endorsement ; attitude toward online store image ; attitude toward the advertising ; hedonic motivation ; e-commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18205 not found.
Date Deposited: 06 Mar 2021 01:44
Last Modified: 13 Apr 2021 06:27
URI: http://repository.uph.edu/id/eprint/25185

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