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.
Preview
Title.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (298kB) | Preview
Preview
Abstract.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (96kB) | Preview
Preview
ToC.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (752kB) | Preview
Preview
Chapter1.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (2MB) | Preview
![[thumbnail of Chapter2]](http://repository.uph.edu/style/images/fileicons/text.png "Chapter2")
Text (Chapter2)
Chapter2.pdf.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (1MB)
Text (Chapter3)
Chapter3.pdf.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (3MB)
Text (Chapter4)
Chapter4.pdf.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (2MB)
Text (Chapter5)
Chapter5.pdf.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (1MB)
Preview
Bibliography.pdf
Download (1MB) | Preview
Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (3MB)
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) |
|---|---|
| Creators: | Creators NIM Email ORCID Partogi, Neville NIM01011190126 nevillepartogi@gmail.com UNSPECIFIED |
| Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Radnan, Paulus Yokie NIDN0324058008 paulus.radnan@uph.edu |
| 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 |
| 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 |
Actions (login required)
- View Item