Partogi, Neville (2022) Pengaruh customer review dan influencer endorsement terhadap purchase intention dengan trust sebagai variabel moderasi pada merek Bata. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Customer Review dan Influencer Endorsement terhadap Purchase Intention dengan Trust sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dimana metode pengumpulan datanya menggunakan kuesioner elektronik yang disusun dengan menggunakan Google Form dan dibagikan secara online melalui LINE dan WhatsApp. Teknik penentuan sampel pada penelitian ini menggunakan non probability sampling dengan metode purposive sampling, dengan jumlah 215 responden. Hasil pengujian hipotesis menunjukan bahwa seluruh hipotesis didukung, yaitu terdapat pengaruh positif dari Customer Review terhadap Purchase Intention, terdapat pengaruh positif dari Influencer Endorsement terhadap Purchase Intention, Trust dapat memoderasi secara positif hubungan antara Customer Review terhadap Purchase Intention, dan Trust dapat memoderasi secara negatif hubungan antara Influencer Endorsement terhadap Purchase Intention.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | customer review; influencer endorsement; trust; purchase intention; e-wom; media social | ||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Neville Partogi | ||||||||
| Date Deposited: | 20 Jan 2023 04:06 | ||||||||
| Last Modified: | 02 Mar 2023 08:10 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/52860 |
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