Pengaruh Attractiveness, Self-Satisfaction, Peer Influence Pada Intention To Imitate Terhadap Purchase Intention (Studi Pada Celebrity Endorser Adidas Indonesia)
| Main Author: | Hermawan, Thaharia Malika |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2017
|
| Subjects: | |
| Online Access: |
http://repository.ibs.ac.id/601/1/Thaharia%20Malika%20Hermawan%2C%20Ma.-IBS%2C%202016.pdf http://repository.ibs.ac.id/601/2/Thaharia%20Malika%20Hermawan%2C%20Ma.-IBS%2C%202016-2.pdf http://repository.ibs.ac.id/601/ http://lib.ibs.ac.id/index.php?p=show_detail&id=3387&keywords=thaharia |
Daftar Isi:
- This study aims to identify and clarify the picture of the attractiveness, self-satisfaction, peer influence, intention to imitate, and purchase intention. This study explores the mediating role of customer intention to imitate. Identify and analyze the effect of attractiveness, self-satisfaction, peer influence significantly on intention to imitate in order to affect purchase intention. Attractiveness, self-satsfaction, and peer influence were measured at the time of intention to imitate which in turn will lead to a increase in purchase intention. This study is classified as a survey with descriptive analysis method by taking samples and questionnaire as the main data. The sample in this study is a customer that followed Adidas Indonesia on instagram. The sampling and analysis results using Structural Equation Modeling (SEM) and the results will be summarized as follows: 1). Attractiveness has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 2). Self-Satisfaction has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 3). Peer influence has a positive and significant effect on intention to imitate celebrity endorser Adidas Indonesia on instagram. 4). Intention to imitate celebrity endorser on instagram has a positive and significant effect on purchase intention. Keywords : Attractiveness, Self-Satisfaction, Peer Influence, Intention To Imitate, Purchase Intention, Celebrity Endorser.