PENGARUH PENGGUNAAN SOCIAL MEDIA, CELEBRITY ENDORSER, DAN E-WOM TERHADAP PURCHASE INTENTION PRODUK UMKM KULINER DI JAKARTA

Putri, Lydia Marcella (2024) PENGARUH PENGGUNAAN SOCIAL MEDIA, CELEBRITY ENDORSER, DAN E-WOM TERHADAP PURCHASE INTENTION PRODUK UMKM KULINER DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Lydia Marcella Putri 115210312 JA.pdf Download (2MB)

Abstract

(A) LYDIA MARCELLA PUTRI (115210312)
(B) THE INFLUENCE OF THE USE OF SOCIAL MEDIA, CELEBRITY
ENDORSER, AND E-WOM ON THE PURCHASE INTENTION OF
CULINARY MSME PRODUCTS IN JAKARTA
(C) LKK
(D) ENTREPRENEURSHIP MANAGEMENT
(E) Abstract: This study aims to analyze the the use of social media, celebrity
endorsers, and e-wom on the purchase intention of culinary MSME products
in Jakarta. The sample selection technique in this study used non-probability
sampling with a purposive sampling technique. The sample in this study were
Instagram and TikTok users who have been consumers of culinary MSMEs in
Jakarta with a total of 110 respondents. The data were analyzed using the SEM
method with the SmartPLS 4.1.0.9 application. The results of this study found
that there was a positive and insignificant effect of social media on purchase
intention, celebrity endorser had a positive and insignificant effect on purchase
intention, electronic word of mouth (e-WOM) had a positive and significant
effect on purchase intention.
(F) Social Media, Celebrity Endorser, Electronic Word of Mouth (e-WOM),
Purchase Intention.
(G) References
(H) Sarwo Edy Handoyo, Dr,, S.E., M.M., CIFM., GRCE.

(A) LYDIA MARCELLA PUTRI (115210312)
(B) PENGARUH PENGGUNAAN SOCIAL MEDIA, CELEBRITY ENDORSER,
DAN E-WOM TERHADAP PURCHASE INTENTION PRODUK UMKM
KULINER DI JAKARTA
(C) LKK
(D) MANAJEMEN KEWIRAUSAHAAN
(E) Abstrak: Penelitian ini bertujuan untuk menganalisis penggunaan media sosial,
endorser selebriti, dan e-wom terhadap minat beli produk UMKM kuliner di
Jakarta. Teknik pemilihan sampel pada penelitian ini menggunakan non
probability sampling dengan teknik purposive sampling. Sampel dalam
penelitian ini adalah pengguna Instagram dan TikTok yang pernah menjadi
konsumen UMKM kuliner di Jakarta dengan total 110 responden. Data
dianalisis menggunakan metode SEM dengan aplikasi SmartPLS 4.1.0.9. Hasil
penelitian ini menemukan bahwa terdapat pengaruh positif dan tidak signifikan
media sosial terhadap minat beli, celebrity endorser berpengaruh positif dan
tidak signifikan terhadap minat beli, electronic word of mouth (e-WOM)
berpengaruh positif dan signifikan terhadap minat beli.
(F) Media Sosial, Endorser Selebriti, Electronic Word of Mouth (e-WOM),
Minat Beli
(G) Referensi
(H) Sarwo Edy Handoyo, Dr,, S.E., M.M., CIFM., GRCE.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	30 Jun 2025 02:26
Last Modified:	30 Jun 2025 02:26
URI:	https://repository.untar.ac.id/id/eprint/47423

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