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Sosial media sebagai wadah content creator otomotif dan pengaruhnya terhadap perilaku minat beli mobil Hyundai

Baldwin, Christopher (2023) Sosial media sebagai wadah content creator otomotif dan pengaruhnya terhadap perilaku minat beli mobil Hyundai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dibuat untuk mengetahui pengaruh SMI Personal authenticity terhadap SMI trustworthiness dan SMI inspiration, Consumer’s Non-purchase related behavior terhadap SMI trustworthiness dan SMI inspiration, Influencer’s experience terhadap SMI trustworthiness dan SMI inspiration, SMI trustworthiness dan SMI inspiration terhadap Consumer’s purchase related behavior. Penelitian ini menggunakan non probability sampling dan mengambil sebanyak 171 responden, sebagai representasi pengguna sosial media. Data dari responden kemudian diolah menggunakan SmartPLS 4. Hasil penelitian menyatakan bahwa SMI personal authenticity berpengaruh terhadap SMI trustworthiness dan SMI inspiration, Consumer’s non-purchase related behavior berpengaruh terhadap SMI trustworthiness dan SMI inspiration, Influencer’s experience tidak berpengaruh terhadap SMI trustworthiness dan SMI inspiration, SMI Trustworthiness dan SMI Inspiration berpengaruh terhadap Consumer’s purchase related behavior
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Baldwin, Christopher
NIM01011200008
christopherbalkun@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Kristiyono, Yokie Radnan
NIDN0324058008
paulus.radnan@uph.edu
Uncontrolled Keywords: SMI personal authenticity; consumer’s non-purchase related behavior; influencer’s experience; SMI trustworthiness; SMI inspiration; consumer’s purchase related behavior.
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
Depositing User: CHRISTOPHER BALDWIN
Date Deposited: 18 Jan 2024 09:12
Last Modified: 18 Jan 2024 09:12
URI: http://repository.uph.edu/id/eprint/60416

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