PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO YANG DIMEDIASI OLEH MINAT BELI

Mona, Cynthia Vanessa (2024) PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO YANG DIMEDIASI OLEH MINAT BELI. Skripsi thesis, Universitas Tarumanagara.

Text Cynthia Vanessa Mona 115200130 JA.pdf Download (4MB)

Abstract

(A) CYNTHIA VANESSA MONA 115200130
(B) THE INFLUENCE OF CELEBRITY ATTRACTIVENESS AND
CREDIBILITY ON IMPULSIVE BUYING TENDENCY FOR UNIQLO
PRODUCTS MEDIATED BY PURCHASE INTENTION
(C) XVIII + 173 pages, 25 tabel, 6 pictures, 48 attachments
(D) MARKETING MANAGEMENT
(E) Abstract : This study aims to examine the influence of celebrity attractiveness
and celebrity credibility on impulsive buying tendency, as well as to test
purchase intention as a mediator between celebrity attractiveness, celebrity
credibility, and impulsive buying tendency. The sample used in this study
consists of 311 respondents who have purchased Uniqlo products. Data were
collected through an online questionnaire distributed via Google Forms
using a non-probability sampling technique. The collected data were then
processed using PLS-SEM with the assistance of SmartPLS 3 software. The
results of this study indicate that: (a) Celebrity attractiveness has a positive
effect on impulsive buying tendency, (b) Celebrity attractiveness has a
positive effect on purchase intention, (c) Celebrity credibility has a positive
effect on impulsive buying tendency, (d) Celebrity credibility has a positive
effect on purchase intention, (e) Purchase intention has a positive effect on
impulsive buying tendency, (f) Purchase intention mediates the relationship
between celebrity attractiveness and impulsive buying tendency, and (g)
Purchase intention mediates the relationship between celebrity credibility
and impulsive buying tendency.
(F) References 1951 – 2024 years
(G) Louis Utama, SE.,M.M.

(A) CYNTHIA VANESSA MONA 115200130
(B) PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI
TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO
YANG DIMEDIASI OLEH MINAT BELI
(C) XVIII + 173 halaman, 25 tabel, 6 gambar, 48 lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak : Penelitian ini bertujuan untuk menguji daya tarik selebriti dan
kredibilitas selebriti pada tendensi pembelian impulsif. Dan menguji minat
beli sebagai mediasi daya tarik selebriti dan kredibilitas selebriti pada
tendensi pembelian impulsif. Sampel yang digunakan dalam penelitian ini
adalah 311 responden yang pernah membeli produk Uniqlo. Data diperoleh
dari online kuisioner yang disebar dengan bantuan google form dengan teknik
non-probability sampling. Kemudian data yang diperoleh diolah
menggunakan PLS-SEM dibantu dengan software SmartPLS 3. Hasil yang
diperoleh dalam penelitian ini menunjukkan bahwa a) Daya tarik selebriti
berpengaruh positif pada tendensi pembelian impulsif b) Daya tarik selebriti
berpengaruh positif pada minat beli c) Kredibilitas selebriti berpengaruh
positif pada tendensi pembelian impulsif d) Kredibilitas selebriti berpengaruh
positif pada minat beli e) Minat beli berpengaruh positif pada tendensi
pembelian impulsif f) Minat beli memediasi hubungan antara daya tarik
selebriti dan tendensi pembelian impulsif g) Minat beli memediasi hubungan
antara kredibilitas selebriti dan tendensi pembelian impulsif.
(F) Referensi tahun 1951 – 2024
(G) Louis Utama, SE.,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:	10 Jun 2025 04:26
Last Modified:	10 Jun 2025 04:26
URI:	https://repotest.untar.ac.id/id/eprint/47052

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