Dianti, Kalila Bunga (2023) PENGARUH INFLUENCER ENDORSEMENT, ONLINE CONSUMER REVIEW DAN BRAND IMAGE TERHADAP PURCHASE INTENTION FASHION ROUGHNECK 1991. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) KALILA BUNGA DIANTI 115200386 (B) THE INFLUENCE OF INFLUENCER ENDORSEMENT, ONLINE CONSUMER REVIEW AND BRAND IMAGE ON PURCHASING INTENTION FASHION ROUGHNECK 1991 (C) xvi+ 82 Pages, 32 Tables,3 Pictures, 21 Attachments (D) MARKETING MANAJEMENT (E) Abstract: This research aims to examine the influence of influencer endorsements, online consumer reviews and brand image on purchase intention of Roughneck 1991 fashion. In this research, the sample consists of 232 respondents, namely people who know the Roughneck 1991 brand and know the Influencers of Roughneck 1991. This research uses non- standard methods. -probability sampling with purposive sampling technique. Data was obtained by distributing questionnaires online via Google Form which was then processed using SmartPLS 4.0. The research results show that influencer endorsement, online consumer reviews and brand image have a positive and significant influence on purchase intention for 1991 Roughneck fashion. (F) Keywords: influencer endorsement, online consumer review, brand image, purchase intention (G) References 31 (1991 – 2023) (H) Dr. Miharni Tjokrosaputro S.E., M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) KALILA BUNGA DIANTI 115200386 (B) PENGARUH INFLUENCER ENDORSEMENT, ONLINE CONSUMER REVIEW DAN BRAND IMAGE TERHADAP PURCHASE INTENTION FASHION ROUGHNECK 1991 (C) xvi + 82 Halaman, 32 Tabel, 3 Gambar, 21 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh influencer endorsement, online consumer review dan brand image terhadap purchase intention fashion Roughneck 1991. Dalam penelitian ini, sampel terdiri dari 232 responden yaitu masyarakat yang mengetahui merek Roughneck 1991 dan mengetahui Influencer dari Roughneck 1991. Penelitian ini menggunakan Metode non-probability sampling dengan teknik purposive sampling. Data diperoleh dengan cara menyebarkan kuesioner secara online melalui Google Form yang kemudian diolah menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa influencer endorsement, online consumer review dan brand image berpengaruh secara positif dan signifikan terhadap purchase intention fashion Roughneck 1991. (F) Kata Kunci: dukungan influencer, ulasan konsumen online, citra merek, niat pembelian (G) Daftar Acuan 31 (1991 – 2023) (H) Dr. Miharni Tjokrosaputro S.E., M.M
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 28 Aug 2024 04:45 |
| Last Modified: | 28 Aug 2024 04:45 |
| URI: | http://repository.untar.ac.id/id/eprint/43999 |
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