PUTERI, Adistya Cantika (2023) Pengaruh Source Credibility dalam Memediasi Hubungan antara Product Congruence dan Purchase Intention (Studi Pada Strategi Promosi Colorbox). Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
Penelitian ini merupakan studi empiris dengan judul “Pengaruh Source Credibility dalam Memediasi Hubungan antara Product Congruence dan Purchase Intention (Studi Pada Strategi Promosi Colorbox)”. Penelitian ini bertujuan untuk menganalisis pengaruh source credibility yaitu attractiveness, trustworthiness, dan expertise dalam mempengaruhi product congruence dan purchase intention. Populasi dalam penelitian ini adalah responden yang berumur 12 – 25 tahun, menggunakan aplikasi TikTok dan Instagram, serta telah melihat konten video Colorbox. Sampel penelitian ini sebanyak 231 responden yang diambil dengan menggunakan metode purposive sampling. Berdasarkan hasil penelitian dengan menggunakan alat analisis Structural Equation Modeling (SEM) AMOS 24, hasil penelitian menunjukkan bahwa: (1) Product Congruence berpengaruh positif terhadap Source Attractiveness. (2) Product Congruence berpengaruh positif terhadap Source Trustworthiness. (3) Product Congruence berpengaruh positif terhadap Source Expertise. (4) Source Attractiveness tidak berpengaruh positif terhadap Purchase Intention. (5) Source Trustworthiness berpengaruh positif terhadap Purchase Intention. (6) Source Expertise berpengaruh positif terhadap Purchase Intention. (7) Product Congruence berpengaruh positif terhadap Purchase Intention. (8) Source Attractiveness memediasi hubungan antara Product Congruence dan Purchase Intention. (9) Source Trustworthiness memediasi hubungan antara Product Congruence dan Purchase Intention. (10) Source Expertise memediasi hubungan antara Product Congruence dan Purchase Intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | C23065 |
| Uncontrolled Keywords: | Source Credibility, Attractiveness, Trustworthiness, Expertise, Product Congruence, Purchase Intention |
| Subjects: | F > F72 Fashion models Market M > M80 Marketing S > S733 Strategy |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mrs Adistya Cantika Puteri |
| Date Deposited: | 02 Feb 2023 01:14 |
| Last Modified: | 02 Feb 2023 01:14 |
| URI: | http://repository.unsoed.ac.id/id/eprint/19773 |
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