The impact of rachel vennya as endorser to purchase intention on md clinic at instagram mediated by attitude in Surabaya

Hardanto, Geraldus Renaldi Putra (2018) The impact of rachel vennya as endorser to purchase intention on md clinic at instagram mediated by attitude in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Marketing and advertising become important things for the companies to promote their product. Fact that technology always improving and evolution, made many company need to follow the evolution in other to compete and survive in their industries. One part of technology is social media. Many online stores uses social media as their platform to sell and promote their product. The way the stores to promote to follow the evolution of adverting and marketing is by using endorser. Therefore, this study aims to analyze the impact of Rachel Vennya as endorser to purchase intention on MD Clinic at Instagran mediated by attitude that held in Surabaya. This research is a quantitative research that has five hypotheses to be tested. The type of data used in the form of questionnaires. The sample used in this study is 150 respondents. The object of research is Instagram. Data analysis technique used is multiple linear regression. The results of the research on Instagram showed that the endorser credibility had a significant positive effect on attitude, then expertise, attractiveness, trustworthiness had a significant positive effect on purchase intention, and attitude had significant positive effect on purchase intention.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Endorser credibility, attitude, purchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Geraldus Renaldi Putra H.
Date Deposited: 03 Sep 2018 04:24
Last Modified: 03 Sep 2018 04:24
URI: http://repository.wima.ac.id/id/eprint/16192

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