PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI PADA APLIKASI E-COMMERCE DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG

ANGGARA, MUHAMMAD DENNY and Eka, Dian and Maulana, Ahmad (2019) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI PADA APLIKASI E-COMMERCE DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aim was to determine the effect of celebrity endorsers; attractiveness, trustworthiness, and expertise in students' buying interest in e-commerce applications at the Faculty of Economics, Sriwijaya University of Palembang simultaneously and partially. The writer used Non-Probability Sampling with purposive sampling technique as the sampling method. Data analysis method was multiple linear regression analysis. The results showed that confidence, attractiveness, and expertise simultaneously and partially had a significant impact on student’s buying interest in the Faculty of Economics, University of Sriwijaya Palembang. Variable expertise which had biggest influence on buying interest with the coefficient value of 0,544.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords: Celebrity Endorser,Attractivness, Trustworthiness, Expertise, Interests Buy, E-Commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > HF5735-5746 Business records management
Divisions: Faculty of Economics > 61201-Management (S1)
Depositing User: M. Denny Anggara
Date Deposited: 28 Nov 2019 07:25
Last Modified: 28 Nov 2019 07:25
URI: http://repository.unsri.ac.id/id/eprint/19017

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