Putra, Febrian Eka Manu (2023) Pengaruh Iklan dan Celebrity Endorser “Song Joong Ki” Terhadap Minat Konsumen untuk Menggunakan Marketplace Bukalapak (Studi Mahasiswa Jurusan Ilmu Komunikasi Untag Surabaya Angkatan Tahun 2021). (The Influence of Advertising and Celebrity Endorser "Song Joong Ki" on Consumer Interest to Use The Bukalapak Marketplace (Student Study of The Department of Communication Science Untag Surabaya Class of 2021)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the midst of competition in the marketplace industry in Indonesia, Bukalapak is experiencing conditions that are less ready to compete and less interested than other marketplace companies. Several efforts and strategies were made by Bukalapak to become the main choice marketplace for Indonesian consumers through advertising and the use of celebrity endorsers, namely Song Joong Ki. The research approach in this research study uses a quantitative approach and descriptive research development. The sampling technique in this study used the Non-Probability Sampling technique with the Purposive Sampling type with 77 respondents who were students of class 2021 of the Communication Studies Study Program Odd Semester 2022/2023. Data collection techniques by giving questionnaires to respondents, interviews and documentation. In proving and analyzing this, validity and reliability tests, classical assumption tests, multiple linear regression tests and f (simultaneous) and t (partial) tests are used. The results of the study show that between advertising (X1) and celebrity endorsers (X2) variables on consumer interest (Y) there is a very strong relationship. On the results of hypothesis testing using both the t test and F test, it is concluded that the variable Advertising (X1) and Celebrity Endorser (X2) partially and simultaneously or together have a significant influence on consumer interest in using the Bukapalak marketplace as an online shopping option. Keyword: Advertising, celebrity endorser, consumer interest
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800079 Febrian Eka Manu Putra |
| Date Deposited: | 14 Mar 2023 03:46 |
| Last Modified: | 14 Mar 2023 03:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/21346 |
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