PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI PADA APLIKASI E-COMMERCE DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG
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Institusion

Universitas Sriwijaya

Author

MUHAMMAD DENNY ANGGARA (STUDENT ID : 01011381720012)
Dian Eka (LECTURER ID : 0006016102)
Ahmad Maulana (LECTURER ID : 0025127510)

Subject

HD28 Management. Industrial Management 

Datestamp

2019-11-28 07:25:16 

Abstract :
This study aim was to determine the effect of celebrity endorsers; attractiveness, trustworthiness, and expertise in students' buying interest in e-commerce applications at the Faculty of Economics, Sriwijaya University of Palembang simultaneously and partially. The writer used Non-Probability Sampling with purposive sampling technique as the sampling method. Data analysis method was multiple linear regression analysis. The results showed that confidence, attractiveness, and expertise simultaneously and partially had a significant impact on student?s buying interest in the Faculty of Economics, University of Sriwijaya Palembang. Variable expertise which had biggest influence on buying interest with the coefficient value of 0,544. 

File :
RAMA_61201_01011381720012_0006016102_0025127510_01_front_ref.pdf
RAMA_61201_01011381720012_0006016102_0025127510_02.pdf
RAMA_61201_01011381720012_0006016102_0025127510_03.pdf
RAMA_61201_01011381720012_0006016102_0025127510_04.pdf
RAMA_61201_01011381720012_0006016102_0025127510_05.pdf
RAMA_61201_01011381720012_0006016102_0025127510_06.pdf
RAMA_61201_01011381720012_0006016102_0025127510_07_LAMP.pdf
RAMA_61201_01011381720012.pdf
RAMA_61201_01011381720012_TURNITIN.pdf