Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

The Influence of YouTube Celebrity Endorser on Purchase Intention

Skripsi, 001 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-28 11:26:45
Oleh : Ajeng Septia Mutiara - 155264002 (
Dibuat : 2019-11-28, dengan 4 file

Keyword : YouTube Celebrity Endorser, Purchase Intention


Deskripsi Alternatif :

This study aims to find out and explain the influence of YouTube celebrity endorsers on consumer purchase intention. The type of research used is explanatory research with a quantitative approach. The variables of this study include credibility of YouTube celebrity endorser and purchase intention. The criteria of the population in this study are YouTube video viewers of the age included in the millennials generation and live in Bandung Raya. A sample of 625 respondents was collected with the method of collecting data using an indirect questionnaire (online). The partial least squares structural equation modeling (PLS-SEM) statistical analysis was used to analyze the data. The data in this study was processed using Smart PLS. The result of the analysis shows that YouTube celebrity endorser has a significant effect on purchase intention. And variable trustworthiness has a highest significant effect to purchase intention. Keywords: YouTube Celebrity Endorser, Purchase Intention.

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PropertiNilai Properti
Nama KontakErlin Arvelina
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
DaerahJawa Barat
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889

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  • Supervisor: Dr. Drs. Iwan Mulyawan, Grad. Dpl., MBA., Editor: Erlin Arvelina