Purchase decision in e-commerce Bukalapak: celebrity endorsement, advertising appeal, and electronic word of mouth as determinants

Angelina, Metta (2022) Purchase decision in e-commerce Bukalapak: celebrity endorsement, advertising appeal, and electronic word of mouth as determinants. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (34kB) | Preview
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (234kB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (918kB)
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (465kB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (316kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (345kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (744kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (352kB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (249kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Marketing has now adopted technologies in the attempt to increase brand recognition. Due to the COVID-19 pandemic, many companies suffer, yet many even reap more profits, such as e-commerce. The purpose of this research is to figure out whether Celebrity Endorsement, Advertising Appeal, and Electronic Word of Mouth have influence towards customer’s Purchase Decision. The research has taken the total duration of 3 months, from 31st July 2022 until 31st October 2022. The population of the research is 90 million people, therefore deemed to be unidentified. Through the non-probability sampling type, particularly purposive sampling approach, 100 respondents are taken as samples. The method in this research is descriptive and causal, and the research type is quantitative research. The data analysis methods used are descriptive statistics, coefficient of correlation, coefficient of determination, linear regression analysis and hypothesis testing through T-Test and F-Test. The T-test shows that Celebrity Endorsement, Advertising Appeal, and Electronic Word of Mouth partially influence the Purchase Decision with the significance value of 0.000, 0.000, and 0.012 respectively, which are all < 0.05. The F-Test result shows that all independent variables simultaneously influence Purchase Decision in Bukalapak e-commerce with the significance level of 0.000 which is < 0.05. Out of all, Celebrity Endorsement has the biggest influence on Purchase Decision. The recommendation for Bukalapak is to ensure using talented and well- known celebrity endorsers, design attractive and unique advertisement, and maintain good performance to encourage good reviews on its platform. It is also recommended for future research to add more variables and design better research model, broaden geographical scope, and use another company as researched object. / Pemasaran kini mengadopsi teknologi untuk meningkatkan pengenalan merek. Akibat pandemi COVID-19, banyak perusahaan yang dirugikan, tetapi banyak juga yang malah meraup keuntungan, seperti e-commerce. Penelitian ini bertujuan untuk mengetahui apakah Dukungan Selebriti, Daya Tarik Iklan, dan Electronic Word of Mouth mempengaruhi Keputusan Pembelian pelanggan. Total durasi penelitian ini yaitu 3 bulan, dari tanggal 31 Juli 2022 hingga 31 Oktober 2022. Populasi penelitian ini adalah 90 juta orang, sehingga dianggap tidak teridentifikasi. Melalui jenis non-probability sampling, khususnya pendekatan purposive sampling, 100 responden diambil sebagai sampel. Metode dalam penelitian ini adalah deskriptif dan kausal, dan jenis penelitiannya adalah penelitian kuantitatif. Metode analisis data yang digunakan adalah statistik deskriptif, koefisien korelasi, koefisien determinasi, analisis regresi linier dan pengujian hipotesis dengan uji T dan uji F. Uji T menunjukkan Dukungan Selebriti, Daya Tarik Iklan, dan Electronic Word of Mouth secara parsial berpengaruh terhadap keputusan pembelian dengan nilai signifikansi secara berurutan adalah 0,000, 0,000, dan 0,012, yang dimana < 0,05. Hasil uji F menunjukkan semua variabel independen secara simultan mempengaruhi keputusan pembelian pada e-commerce Bukalapak dengan nilai signifikansi 0,000, dimana < 0,05. Dibandingkan semua, Dukungan Selebriti memiliki pengaruh terbesar terhadap keputusan pembelian pelanggan. Rekomendasi untuk Bukalapak adalah memastikan menggunakan selebriti yang berbakat dan terkenal, mendesain iklan yang menarik dan unik, serta mempertahankan kinerja yang baik untuk meningkatkan ulasan yang baik di platformnya. Untuk penelitian selanjutnya, disarankan juga untuk menambahkan variable penelitian dan merancang model penelitian yang lebih baik, memperluas cakupan geografis, serta menggunakan perusahaan lain sebagai objek penelitian.

Actions (login required)

View Item