AZKA, Muhammad Gilang Maulana (2024) Pengaruh Online Influencer Marketing terhadap Suggestion Impulse Buying dengan Trust dan Hedonic Motivation sebagai Variabel Mediasi. Masters thesis, Universitas Jenderal Soedirman.
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Abstract
Penelitian ini menggunakan jenis penelitian explanatory karena bertujuan untuk menjelaskan hubungan kausal maupun untuk menguji kekuatan hubungan antara variabel online influencer marketing, suggestion impulse buying, trust dan hedonic motivation. Penelitian ini mengambil judul: Pengaruh Online Influencer Marketing terhadap Suggestion Impulse Buying dengan Trust dan Hedonic Motivation Sebagai Variabel Mediasi. Online influencer marketing tidak berpengaruh secara signifikan terhadap suggestion impulse buying. Online influencer marketing berpengaruh signifikan terhadap trust dan hedonic motivation. Trust dan hedonic motivation berpengaruh signifikan terhadap suggestion impulse buying. Trust dan hedonic motivation mampu memediasi pengaruh online influencer marketing terhadap suggestion impulse buying. Variabel mediasi dalam penelitian ini dikatakan sebagai jenis mediasi sempurna (perfect mediation).
| Item Type: | Thesis (Masters) |
|---|---|
| Nomor Inventaris: | P224335 |
| Uncontrolled Keywords: | online influencer marketing, suggestion impulse buying, trust, hedonic motivation, perfect mediation. |
| Subjects: | M > M37 Management Marketing Selling S > S807 Suggestive |
| Divisions: | Program Pascasarjana & Profesi > S2 Manajemen |
| Depositing User: | Mr. Muhammad Gilang Maulana Azka |
| Date Deposited: | 29 Nov 2024 07:43 |
| Last Modified: | 29 Nov 2024 07:43 |
| URI: | http://repository.unsoed.ac.id/id/eprint/30867 |
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