Impact of visibility, credibility, power, and attractiveness toward purchase intention to use sbyfoodie which is promoted in the city of Surabaya

Soehalim, Andhika Putra (2019) Impact of visibility, credibility, power, and attractiveness toward purchase intention to use sbyfoodie which is promoted in the city of Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such advertising connects with a lot more people than what conventional advertising can, because people will remember celebrities, famous personalities, and role models even from a vast clutter of noise, people or products. The invention of the internet and social media has made the ability to spread of information easier. This quantitative study intends to tests the factors that affect an online endorser of can influence potential customers to purchase products there. The independent variables that are used in this study are Visibility, Credibility, Power, and Attractiveness which affect the dependent variable of Purchase Intention. The object of this study is the online endorser sbyfoodie that uses Instagram as its main platform. The samples that are used in the study are 89 respondents that were chosen by random sampling. The data source is obtained through questionnaires. The analysis technique used is multiple linear regressions. The results of this study will show which of the major variables that influence a customer’s purchase intention. With these results, find ways to make online endorsement much more effective.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
ContributionContributorsNIDN / NIDKEmail
Thesis advisorWidyarini, Lydia AriNIDN0727036701UNSPECIFIED
Thesis advisorAgung, Deatri ArumsariNIDN0714128703UNSPECIFIED
Uncontrolled Keywords: Purchase Intention, Visibility, Credibility, Power, Attractiveness, Endorser, Instagram
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Andhika Putra Soehalim
Date Deposited: 27 Jan 2020 10:13
Last Modified: 06 Feb 2020 10:38
URI: http://repository.wima.ac.id/id/eprint/21108

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