The influence of celebrity endorsement and consumer trust toward purchase intention in dotic donut instagram in Malang

Sasongko, Yosua Sendi (2018) The influence of celebrity endorsement and consumer trust toward purchase intention in dotic donut instagram in Malang. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The Influence of Celebrity Endorsement And Consumer Trust Toward Purchase Intention In Dotic Donut Instagram In Malang ABSTRACT This research was conducted to analyze the external factor of people to do a purchasing product in Online Shop Instagram. This research examine the influence of Celebrity Endorsement and Consumer Trust toward Purchase Intention in Dotic Donut Instagram in Malang. The population of this study is the people who live in Malang and have been visited Dotic Donut Instagram. The sample for this study of 150 people with characteristics such a people who already sent a message in Instagram, with an age ≥ 17 years old, , and already know about the Dotic Donut. This research used Structural Equation Modeling (SEM) as a data analysis technique. SEM is a statistical tool used to resolve simultaneous multilevel models that cannot be solved by a linear regression model. The results of this research and discussion is Celebrity Endorsement and Consumer Trust play an important role in influencing Purchase Intention in Dotic Donut Instagram. Using local celebrity to endorse is approved in making consumer trust and have intention to buy Dotic Donut products.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Celebrity endorsement, consumer trust, purchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Yosua Sendi Sasongko
Date Deposited: 27 Aug 2018 06:42
Last Modified: 17 Oct 2018 02:39
URI: http://repository.wima.ac.id/id/eprint/16059

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