PENGARUH CELEBRITY ENDORSER, PRICE DISCOUNT, ELECTRONIC WORD OF MOUTH (E-WOM) DAN SHOPPING EMOTION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MARKETPLACE SHOPEE

Putri, Septi Purnama (2020) PENGARUH CELEBRITY ENDORSER, PRICE DISCOUNT, ELECTRONIC WORD OF MOUTH (E-WOM) DAN SHOPPING EMOTION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MARKETPLACE SHOPEE. Skripsi thesis, Universitas Mercu Buana Yogyakarta.

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Abstract

Penelitian kuantitatif kausal ini bertujuan untuk menguji pengaruh Celebrity Endorser, Price Discount, Electronic Word Of Mouth (E-WOM) dan Shopping Emotion terhadap Keputusan Pembelian Konsumen pada Marketplace Shopee. Sampel penelitian terdiri dari 100 responden yang pernah berbelanja melalui marketplace Shopee. Uji instrumen menyatakan bahwa semua item valid dan reliabel. Hasil uji asumsi klasik membuktikan bahwa data terdistribusi normal, model regresi tidak mengalami multikolinearitas, autokorelasi dan heteroskedastisitas. Analisis Regresi Linear Berganda membuktikan bahwa: (1) Celebrity Endorser tidak berpengaruh signifikan terhadap Keputusan Pembelian, (2) Price Discount berpengaruh signifikan terhadap Keputusan Pembelian, (3) Electronic Word of Mouth (E-WOM) berpengaruh signifikan terhadap Keputusan Pembelian, (4) Shopping Emotion berpengaruh signifikan terhadap Keputusan Pembelian

Item Type: Thesis (Skripsi)
Additional Information/ Lokasi Hardcopy: Perpustakaan Kampus 3
Uncontrolled Keywords: Celebrity Endorser, Price Discount, Electronic Word of Mouth (E- WOM), Shopping Emotion, Keputusan Pembelian.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Program Studi Manajemen
Depositing User: Managemen UMBY
Date Deposited: 22 Jan 2022 05:11
Last Modified: 22 Jan 2022 05:11
URI: http://eprints.mercubuana-yogya.ac.id/id/eprint/7949

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