Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia

  • Muhammad Arief Algiffary Program Studi Magister Manajemen Universitas Sriwijaya
  • Zakaria Wahab Program Studi Magister Manajemen Universitas Sriwijaya
  • Muchsin Saggaff Shihab Program Studi Magister Manajemen Universitas Sriwijaya
  • Marlina Widiyanti Magister Manajemen Universitas Sriwijaya
DOI: https://doi.org/10.25077/amar.4.2.16-31.2020
Keywords: Celebrity Endorser, Online Advertising, Word of Mouth, Minat Beli

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, online advertising dan word of mouth terhadap minat beli konsumen pada e-commerce Tokopedia. Populasi dalam penelitian ini adalah masyarakat Indonesia pengguna media sosial Instagram berusia 15-34 tahun yang merupakan pengguna pasif atau belum menggunakan e-commerce Tokopedia pada tahun 2020. Sampel dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik purposive random sampling. Metode pengumpulan data menggunakan kuesioner yang disebar melalui google form dan teknik pengolahan data menggunakan analisis regresi linier berganda. Hasil dari analisis menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Online advertising berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Word of mouth berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Hasil penelitian ini dapat digunakan sebagai masukan bagi Tokopedia dalam upaya untuk dapat meningkatkan minat beli konsumen.

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Published
2020-11-30
How to Cite
Algiffary, M., Wahab, Z., Shihab, M. and Widiyanti, M. (2020) “Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia”, AMAR (Andalas Management Review), 4(2), pp. 16-31. doi: 10.25077/amar.4.2.16-31.2020.
Issue
Vol 4 No 2 (2020)
Section
Articles

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