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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