Pengaruh Social Media Influencer (Raditya Dika) terhadap Purchase Intention (Bibit) melalui Corporate Reputation, Brand Attitude, dan Perceived Value

Faldy, Todoan (2022) Pengaruh Social Media Influencer (Raditya Dika) terhadap Purchase Intention (Bibit) melalui Corporate Reputation, Brand Attitude, dan Perceived Value. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

Penelitiian ini memiliki tujuan untuk menganalisis pengaruh dari social media influencer terhadap purchase intention melalui corporate reputation, brand attitude dan perceived value. Penelitian ini dilakukan pada pengguna Bibit yang merupakan generasi milenial. Tekhnik sampling yang digunakan adalah stratified random sampling serta analisis data menggunakan Smart PLS 3. Hasil dari analisis menunjukan bahwa social media influencer memiliki pengaruh terhadap corporate reputation, brand attitude dan perceived value. Hasil penelitian juga menunjukan bahwa corporate reputation, brand attitude dan perceived value memiliki pengaruh terhadap purchase intention. Hasil penelitian juga menunjukan bahwa social media influencer memiliki pengaruh terhadap purchase intention melalui corporate reputation dan perceived value.

Item Type: Thesis (Tesis (S2) - )
Uncontrolled Keywords: milenial, investasi, social media influencer corporate reputation, brand attitude, perceived value, purchase intention
Subjects: Business > Advertising
Management > Business Plan > Business > Advertising
Marketing > Advertising
Business
Management > Business Plan > Business
Thesis > Thesis (S2)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User: TODOAN FALDY
Date Deposited: 14 Feb 2022 09:27
Last Modified: 14 Feb 2022 09:27
URI: https://repository.bakrie.ac.id/id/eprint/5830

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