Pengaruh Iklan Endrosement Terhadap Niat Konsumen Untuk Berbelanja Online di Kota Batam

Rianto, Kasih (2020) Pengaruh Iklan Endrosement Terhadap Niat Konsumen Untuk Berbelanja Online di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk memgetahui dan mempelajari perilaku pembelian online yang di pengaruhi oleh iklan atau endorsement dari selebritis dalam perdagangan sosial media niat pembelian online berada di batam yang dipengaruhi iklan endorsement selebritis mengunakan variabel trust in online shopping,convenience of online shopping,customer services offered by online shopping dan subjective norm sebagai variable independen,attitude towards online shopping sebagai variabel intervening,intention to shop online sebagai dependen Terdapat sebanyak 400 sampel responden yang digunakan dalam penelitian ini yang diperoleh dari mahasiswa dan warga di batam menggunakan pemilihan purposive sampling method dan data yang sudah terkumpul diolah menggunakan program partial least square (PLS) Hasil dari penelitian ini menjelaskan bahwa niat belanja online yang dipengaruhi oleh iklan endorsement melalui sosial media,variabel trust in online shopping berpengaruh signifikan terhadap intention to shop online, trust in online shopping berpengaruh signifikan terhadap attitude towards online (dependennya intention to shop online), convenience of online shopping berpengaruh signifikan terhadap attitude towards online dan dependennya intention to shop online, convenience of online shopping berpengaruh signifikan terhadap intention to shop online, customer services of offered by online shopping berpengaruh signifikan terhadap intention to shop online, customer services of offered online shopping berpengaruh signifikan terhadap attitude towards online dan indenpendennya intention to shop online, attitude towards online shopping tidak berpengaruh signifikan terhadap intention to shop online dan yang terakhir subjective norm tidak berpengaruh terhadap intention to shop online ********************************************************************** The purpose of this research was to find out and study the online buying behavior influenced by advertising or endorsement of celebrities in social media trading. Online purchase intentions were in Batam influenced by celebrity endorsement advertisements using variable trust in online shopping, convenience of online shopping, customer services offered by online shopping and subjective norm as independent variables, attitude towards online shopping as intervening variables, intention to shop online as dependent variable. There were 400 sample respondents used in this study obtained from students and residents in Batam using the selection of purposive sampling method and the data collected is processed using a partial least square (PLS) program. The results of this study explain that online shopping intentions are influenced by endorsement advertising through social media, the variable trust in online shopping has significant effect on intention to shop online. Trust in online shopping has a significant effect on attitude towards online. Convenience of online shopping has a significant effect on attitude towards online. The dependent variable intention to shop online and convenience of online shopping have significant effect on intention to shop online. Customer services of offered by online shopping has significant effect on intention to shop online. Customer services of offered online shopping have significant effect on attitude towards online. Independent variable intention to shop online, attitude towards online shopping have no significant effect on intention to shop online and lastly subjective norm has no effect on intention to shop online.

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