CD Tesis

Pengaruh Penggunan Celebrity Endorser Dan E-Wom Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Media Sosial Instagram Pada Mahasiswa Pascasarjana Universitas Riau

---

The research was conducted on postgraduate students at the University of Riau. The purpose of this research is to know the effect of using celebrity endorsers and EWOM on purchasing decisions and customer satisfaction focused on social media Instagram. This study took a sample of 95 people. The variables used to measure celebrity endorsers on purchasing decisions and customer satisfaction are visibility, creadibility, attraction and power. Variables used to measure EWOM on purchasing decisions and customer satisfaction are EWOM Quality, EWOM Quantity, Sender's, and Expertise. Data were analyzed using SEM (Structural Equation Modeling) analysis which was operated through the SmartPLS 3.0.0 program.
The results showed that celebrity endorsers on Instagram were in a good category, EWOM on Social Media Instagram was in a very good category, respondents 'purchasing decisions in online shopping on Instagram were in very good category, respondents satisfaction in shopping online on Instagram are in very good category. Based on the results of the analysis, it is known that the celebrity endorser has an effect on purchasing decisions with t value of 2,640> t table of 1.986. Meanwhile, EWOM also influences purchasing decisions with t count 3,810> t table 1,986. The results of the analysis of purchasing decisions have an influence on customer satisfaction with t count 2.060> t table 1.986. Furthermore, it can be concluded that celebrity endorean has an influence on consumer satisfaction with t count 2.060> t table 1.986. Based on the results of t count 2.938> t table 1.986 it can be concluded that EWOM has an effect on customer satisfaction.
Key words : celebrity endorser, electronic word of mouth, purchase decision, customer satisfaction

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

10 03. 220 (0122)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xii, 97 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

10 03. 220 (0122)

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar