ANALISIS PENGARUH KREDIBILITAS SUMBER PESAN TERHADAP MINAT BELI KONSUMEN DI KOTA PALEMBANG (STUDI KASUS ENDORSER SELEBRITI SABUN LUX)

SEPTIANI, GALUH MIEKE and Syahidin, Machmud and Nofiawaty,, Nofiawaty, (2008) ANALISIS PENGARUH KREDIBILITAS SUMBER PESAN TERHADAP MINAT BELI KONSUMEN DI KOTA PALEMBANG (STUDI KASUS ENDORSER SELEBRITI SABUN LUX). Undergraduate thesis, Sriwijaya University.

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Abstract

The set of problems of this research are 1.) How big is the influence of endorser credibility to purchase intention on Lux soap of consumer in Palembang city and 2.) Which variable of endorser credibility is influence the most on purchase intention on Lux soap of consumer in Palembang city. The result of this research by using the backward method indicate that from the three variables of source credibility, that is attractiveness, trustworthiness, and expertise, there is only one variable that influence statistically to consumer purchase intention on Lux soap, and that is trustworthiness with Pearson Correlation 0,348. Whereas attractiveness and expertise are insignificant because each has Pearson Correlation grade -0,069 and 0,081 and so could not being included in regression model. This research found a new regression formula : Y = 6,667 + 0,259 X2. Company really need to maintain the criteria and requirements on endorser selection process, so they can create and keep the endorser credibility as the good and positive source of message, and also increasing the expertise of their endorser so they can do the marketing action. PT Unilever Indonesia Tbk could do some works to increasing the sales, because the source credibility has only several percent on consumer purchase intention. And so, the company has to work hard to keep their product quality on their battle with the other products in the same categories that appear nowadays.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Credibility, Source, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Hilda Safitri Rts
Date Deposited:	30 Mar 2021 02:22
Last Modified:	30 Mar 2021 02:22
URI:	http://repository.unsri.ac.id/id/eprint/44525

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