Sari, Yuca Yolanda (2022) Pengaruh produk kecantikan, pemujaan selebriti, hiburan korea dan dampaknya terhadap niat konsumsi penonton wanita di indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh audience involvement, celebrity worship, brand awareness dan perceived product quality terhadap purchase intention dan visit intention. Penelitian ini menggunakan SmartPLS 3.3.3 untuk mengukur outer loading dan inner model. Outer loading terdiri dari uji reabilitas, uji validitas, uji diskriminan validitas. Sedangkan Inner model terdiri dari uji multikolinieritas, R Square, F Square, Q Square, serta P-Value. Penelitian ini menggunakan dari 52 responden untuk pretest dan dari 221 responden untuk actual test dengan kriteria responden warga negara Indonesia dengan jenis kelamin wanita, berdomisili di Indonesia, penikmat Drama/Film/Acara TV korea, mengidolakan Korean celebrity/K-Pop Idol (K-Popers), dan mengetahui produk kecantikan Korea. Hasil penelitian menyatakan bahwa: 1). audience involvement berpengaruh positif terhadap celebrity worship, 2). Celebrity worship berpengaruh positif terhadap brand awareness, 3). brand awareness berpengaruh positif terhadap perceived product quality, 4). perceived product quality berpengaruh positif terhadap purchase intention, 5). perceived product quality berpengaruh positif terhadap visit intention. Rsquare masuk dalam kategori kecil – sedang dan Qsquare_predict masuk dalam kategori sedang –besar.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | audience involvement; celebrity worship, brand awarwness, perceived product quality, purchase intention, visit intention | ||||||||
| 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: | Yuca Yolanda Sari | ||||||||
| Date Deposited: | 23 Jun 2023 07:08 | ||||||||
| Last Modified: | 28 Aug 2023 10:39 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/56114 |
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