AMANDA VITA WILA, NIM. 212019220 (2023) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP MINAT BELI KONSUMEN PADA SITUS BELANJA ONLINE SHOPEE DI KELURAHAN KARANG RAJA PRABUMULIH. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

Amanda Vita Wila/ 212019220/ 2023/ Pengaruh Celebrity Endorser, Brand Image, dan Brand Trust Terhadap Minat Beli Konsumen Pada Situs Belanja Online Shopee di Kelurahan Karang Raja Prabumulih. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity endorser, brand image, dan brand trust terhadap minat beli konsumen pada situs belanja online Shopee di Kelurahan Karang Raja Prabumulih, secara simultan dan parsial. Jenis penelitian yang digunakan adalah penelitian Asosiatif untuk melihat keterkaitan (pengaruh) antara satu variabel dengan variabel lainnya. Sampel dalam penelitian ini adalah sebanyak 100 responden. Data yang digunakan dalam penelitian ini adalah Data Primer dengan teknik pengumpulan data melalui kuesioner. Kemudian teknik analisis data menggunakan Analisis Regresi Linier Berganda, Uji F, t dan R. Hasil analisis regresi menunjukkan bahwa ada pengaruh positif antara X1,X2,dan X3 terhadap minat beli konsumen pada Shopee. Hasil penelitian ini menunjukkan bahwa secara simultan ada pengaruh signifikan antara Celebrity Endorser, Brand Image, dan Brand Trust terhadap minat beli konsumen pada situs belanja online Shopee di Kelurahan Karang Raja Prabumulih. Secara parsial ada pengaruh signifikan Celebrity Endorser, Brand Image, dan Brand Trust terhadap minat beli konsumen pada situs belanja online Shopee di. Hasil koefisien determinasi menunjukkan bahwa besarnya sumbangan perubahan Celebrity Endorser, Brand Image, dan dan brand trust terhadap minat beli konsumen pada situs belanja online Shopee di Kelurahan Karang Raja Prabumulih sebesar 54,7%. Kata Kunci: Celebrity Endorser, Brand Image, Brand Trust, dan Minat Beli Amanda Vita Wila/ 212019220/2023/ The Influence of Celebrity Endorser, Brand Image, and Brand Trust on Consumer Buying Interest on The Online Shopping Site Shopee in Karang Raja District Prabumulih. This study aims to determine the influence of Celebrity endorser, brand image, and brand trust on consumer buying interest on the Shopee online shopping site in Karang Raja Prabumulih Village, simultaneously and partially. The type of research used is associative research to see the relationship (influence) between one variable and another. The sample in this study was as many as 100 respondents. The data used in this study is Primary Data with data collection techniques through questionnaires. Then the data analysis technique uses Multiple Linear Regression Analysis, Test F, t and R. The results of the regression analysis show that there is a positive influence between X1, X2, and X3 on consumer buying interest in Shopee. The results of this study show that there is simultaneously a significant influence between Celebrity Endorser, Brand Image, and Brand Trust on consumer buying interest on the Shopee online shopping site in Karang Raja Prabumulih Village. Partially, there is a significant influence of Celebrity Endorser, Brand Image, and Brand Trust on consumer buying interest on the Shopee online shopping site at. The results of the coefficient of determination showed that the amount of contribution of changes in Celebrity Endorser, Brand Image, and brand trust to consumer buying interest on the Shopee online shopping site in Karang Raja Prabumulih Village was 54.7%. Keywords: Celebrity Endorser, Brand Image, dan Buying Interest

Item Type:	Thesis (Skripsi)
Additional Information:	1.Dr. Sri Rahayu, S.E., M.M. 2.Nadia Afrilliana, S.E., M.Si.
Uncontrolled Keywords:	Celebrity Endorser, Brand Image, Brand Trust, dan Minat Beli
Subjects:	Ekonomi dan Bisnis > Manajemen Manajemen > manajemen penjualan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	05 May 2023 02:02
Last Modified:	05 May 2023 02:02
URI:	http://repository.um-palembang.ac.id/id/eprint/24601

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