Maulana, Farhan (2023) HUBUNGAN KOREAN CELEBRITY ENDORSER DENGAN KEPUTUSAN PEMBELIAN SITUS BELANJA ONLINE SHOPEE. Skripsi(S1) thesis, FISIP UNPAS.
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1. COVER.pdf Download (200kB) | Preview |
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19. LEMBAR PERSETUJUAN.pdf Download (213kB) | Preview |
Abstract
The title of this research is “The relationship between Korean celebrity endorser and the purchase decision of the online shopping site Shopee (Correlation study on the Twice Ina community). There are many strategies that can be done to promote a product so that it can be known by the public and can influence a purchasing decision. Advertising is one way of conveying messages to audiences through a medium, advertising has a very broad scope. Shopee applies this to attract the attention of the audience by attracting Korean artists to be the stars of its advertisements. The use of Korean celebrity endorsers is expected to help influence purchasing decisions on the Shopee online shopping site. This study aims to determine the relationship between Korean celebrity endorser and Shopee's online shopping decisions. The theory used is the theory of Diffusion of Innovation by Everett M. Rogers which says diffusion is a process when an innovation is communicated through several channels with a certain period of time in a social system. The research method used is quantitative with descriptive and correlation studies, data collection techniques carried out include literature studies, interview and questionnaires. Samples were taken as many as 88 respondents, with the sampling technique using probability sampling technique with random sampling type. The data analysis technique used is descriptive analysis, hypothesis testing with Spearman rank correlation coefficient and coefficient of determination test which is processed with the help of SPSS 25.0 program. Based on the results of the study, it shows that there is a significant relationship and has a positive/unidirectional relationship between visibility (X1), credibility (X2), attraction (X3) and power (X4) with purchasing decisions (Y) the Shopee online shopping site in the Twice community. Ina. Visibility (X1) is the indicator of the most dominant variable, has a correlation coefficient of 0.543 and is included in the category of moderate correlation. While the level of simultaneous relationship to the purchase decision of the Shopee online shopping site has a correlation coefficient value of 0.622 which is included in the category of strong correlation. Keywords: Celebrity endorser, purchasing decisions, advertisement.
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2022 |
| Depositing User: | mr yogi - |
| Date Deposited: | 21 Mar 2023 03:09 |
| Last Modified: | 21 Mar 2023 03:09 |
| URI: | http://repository.unpas.ac.id/id/eprint/62714 |
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