Deskripsi Lengkap
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text (rdacontent) |
| Tipe Media : | unmediated (rdamedia); computer (rdamedia) |
| Tipe Carrier : | volume (rdacarrier); online resource (rdacarrier) |
| Deskripsi Fisik : | xvi, 183 pages : illustration ; 28 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
- Ketersediaan
- File Digital: 1
- Ulasan
- Sampul
- Abstrak
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| T-Pdf | 15-17-944803463 | TERSEDIA |
| Tidak ada ulasan pada koleksi ini: 20349607 |
Abstrak
ABSTRAK
Tesis ini membahas pengaruh dual credibilty model (endorser dan corporate credibility) yang mempengaruhi sikap konsumen dan minat dan pembelian produk. Kasus yang diteliti adalah pengaruh PT. Suntory Garuda Beverage dan Titi Rajo Bintang pada minuman Mirai Ocha. Penelitian ini adalah penelitian eksplanatif dengan menggunakan hasil survei pada 285 responden. Dengan menggunakan Linear Regression, dihasilkan bahwa Endorser Credibility tidak berpengaruh pada Attitude toward Ad, sedangkan Corporate Credibility berpengaruh pada Attitude toward Ad, Attitude toward Brand, Purchase Intention, dan Purchase Action. Sementara itu, Attitude toward ad mempengaruhi Attitude toward Brand, Purchase Intention, dan Purchase Action.
ABSTRACT
This thesis discusses the influence of dual credibility model (endorser and corporate credibility) on the attitudes, purchase intention and action. 285 respondents assessed the credibiliy of PT. Suntory Garuda Beverage and endorser Titi Rajo Bintang, their attitudes toward the ad and brand, intention and action in purchasing the product. It is an explanative research with Linear Regression. There is no influence between endorser credibility and attitude toward ad. There is an influence of corporate credibility on attitudes, purchase intention and action. There is an influence of attitude toward ad on attitude toward brand, purchase intention and action.
Tesis ini membahas pengaruh dual credibilty model (endorser dan corporate credibility) yang mempengaruhi sikap konsumen dan minat dan pembelian produk. Kasus yang diteliti adalah pengaruh PT. Suntory Garuda Beverage dan Titi Rajo Bintang pada minuman Mirai Ocha. Penelitian ini adalah penelitian eksplanatif dengan menggunakan hasil survei pada 285 responden. Dengan menggunakan Linear Regression, dihasilkan bahwa Endorser Credibility tidak berpengaruh pada Attitude toward Ad, sedangkan Corporate Credibility berpengaruh pada Attitude toward Ad, Attitude toward Brand, Purchase Intention, dan Purchase Action. Sementara itu, Attitude toward ad mempengaruhi Attitude toward Brand, Purchase Intention, dan Purchase Action.
ABSTRACT
This thesis discusses the influence of dual credibility model (endorser and corporate credibility) on the attitudes, purchase intention and action. 285 respondents assessed the credibiliy of PT. Suntory Garuda Beverage and endorser Titi Rajo Bintang, their attitudes toward the ad and brand, intention and action in purchasing the product. It is an explanative research with Linear Regression. There is no influence between endorser credibility and attitude toward ad. There is an influence of corporate credibility on attitudes, purchase intention and action. There is an influence of attitude toward ad on attitude toward brand, purchase intention and action.