Fortuna, Irene (2023) Hubungan advertising disclosure dan source credibility pada purchase intention brand Scarlett Whitening Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Dalam penelitian ini bertujuan untuk mengetahui pengaruh advertising disclosure dan source credibility pada purchase intention brand scarlett whitening Indonesia. Penelitian ini menggunakan metode kuantitatif dimana metode ini mengumpulkan data menggunakan kuisioner close-ended question secara online yang diukur dengan skala 1-5 melalui platform Google Form dan dibagikan melalui media sosial. Teknik sampling yang digunakan adalah non-probability sampling dengan jumlah 366 responden. Penelitian ini dilakukan di negara Indonesia lebih spesifiknya di area JABODETABEK dan mengambil responden dengan rentang usia 16-48 tahun. Data ini diolah menggunakan software SmartPLS 4 dengan metode analisis PLS SEM. Hasil dari pengujian hipotesis menunjukkan bahwa 4 hipotesis diterima dan 2 hipotesis yang ditolak yaitu advertising disclosure terhadap attractiveness ditolak, advertising disclosure terhadap trustworthiness diterima, advertising disclosure terhadap expertise diterima, attractiveness terhadap purchase intention diterima, trustworthiness terhadap.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | social media influencer endorsement, advertising disclosure, source credibility, purchase intention, Instagram. | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| 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: | Irene Fortuna | ||||||||
| Date Deposited: | 26 Jun 2023 05:26 | ||||||||
| Last Modified: | 28 Aug 2023 11:27 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/56106 |
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