Reti Tri Marsithasari (2018) Pengaruh Kredibilitas Celebrity Entrepreneur Endorser Dan Kredibilitas Iklan Terhadap Niat Beli Melalui Sikap Konsumen Pada Media Sosial Instagram (Studi Pada Produk Meccanism). Skripsi thesis, UNIVERSITAS AIRLANGGA.
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Abstract
Celebrity endorser merupakan salah satu betuk strategi pemasaran yang populer di dunia dan menjadi bagian penting dari suatu kampanye pemasaran produk. Dengan memanfaatkan ketenarannya beberapa celebrity berpindah dari hanya sebagai endorser produk menjadi pemilik merek dan juru bicara produknya atau disebut celebrity entrepreneur endorser. Celebrity entreprenuer endorser tersebut memanfaatkan media sosial untuk mempromosikan produknya, salah satu platform yang populer digunakan yaitu instagram. Penelitian ini bertujuan untuk mengembangkan kerangka teoritis dan mengeksplorasi pentingnya pengaruh kredibilitas celebrity entrepreneur endorser dan kredibilitas iklan serta pengaruhnya terhadap sikap pada iklan maupun sikap pada merek hingga dapat mempengaruhi niat beli terhadap produk yang di iklankan melalui media sosial Instagram. Data responden yang digunakan dalam penelitian ialah sebanyak 150 responden. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif dengan menitik beratkan pada uji hipotesis dengan memakai teknik analisis SEM program AMOS 20.0. Hasil analisis menunjukkan bahwa dari keseluruhan hipotesis, hanya hipotesis kredibilitas iklan terhadap sikap pada merek dan sikap pada iklan terhadap niat beli yang di tolak karena mempunyai nilai probability lebih besar dari 0,05, sementara hipotesis lainnya diterima karena mempunyai nilai probability kurang dari 0,05.
| Item Type: | Thesis (Skripsi) | ||||||
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| Uncontrolled Keywords: | kredibilitas celebrity entrepreneur endorser, kredibilitas iklan, sikap pada iklan, sikap pada merek, niat beli dan Instagram | ||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management | ||||||
| Divisions: | 04. Fakultas Ekonomi dan Bisnis > Manajemen | ||||||
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| Depositing User: | Dwi Marina | ||||||
| Date Deposited: | 15 Jul 2026 03:33 | ||||||
| Last Modified: | 15 Jul 2026 03:33 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/143947 | ||||||
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