Pengaruh Media Sosial, Celebrity Endorser dan Brand Image terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening

AMALO, Patrichia Anika (2023) Pengaruh Media Sosial, Celebrity Endorser dan Brand Image terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening. Masters thesis, Universitas Katolik Widya Mandira Kupang.

	Text ABSTRAK.pdf Download (958kB)
	Text BAB I.pdf Download (570kB)
	Text BAB II.pdf Restricted to Repository staff only Download (625kB)
	Text BAB III.pdf Restricted to Repository staff only Download (633kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (417kB)
	Text BAB V.pdf Download (469kB)

Abstract

Thesis entitled "The Effect of Social Media, Celebrity Endorser and Brand Image on Repurchase Interest of MS Glow Kupang Customers with Brand Trust as an Intervening Variable" by Patrichia Anika Amalo, NIM 8112201046MM, under the guidance of Dr. Simon Sia Niha, S.E, M.Si and Drs. Ec. Sabinus Hatul, M.M. This study aims to determine (1) respondents' perceptions of social media, celebrity endorsers, brand image, repurchase interest and brand trust, (2) the significance of social media on repurchase interest, (3) the significance of celebrity endorsers on repurchase interest, (4) the significance of brand image on repurchase interest, (5) the significance of social media on brand trust, (6) the significance of celebrity endorsers on brand trust, (7) the significance of brand image on brand trust, (8) the significance of brand trust on repurchase intention, (9) the significance of brand trust mediates the influence of social media, celebrity endorsers and brand image on repurchase intention. This type of research is quantitative research. The sampling technique used was purposive sampling and the method of collecting data through an online questionnaire to 147 respondents. The data analysis technique in this study is descriptive statistics and inferential statistics using Smart PLS software version 3.0. The results of descriptive statistical analysis show that the achievement of social media variable indicators is 69%, the achievement of celebrity endorser variable indicators is 70%, the achievement of brand image variable indicators is 70%, the achievement of repurchase intention variable indicators is 68%, and the achievement of brand trust variable indicators is 68%. These five variables are categorized in the high category. The results of inferential statistical analysis show that social media has a positive but insignificant effect on repurchase intention, with a significance value of 0.302 > 0.05. Celebrity endorsers have a positive and significant influence on repurchase intention, with a significance value of 0.007 < 0.05. Brand image has a positive and significant influence on repurchase intention, with a significance value of 0.043 < 0.05. Social media has a positive and significant influence on brand trust, with a significance value of 0.000 < 0.05. Celebrity endorsers have a positive and significant influence on brand trust, with a significance value of 0.002 < 0.05. Brand image has a positive and significant influence on brand trust, with a significance value of 0.011 < 0.05. Brand trust has a positive and significant influence on repurchase intention, with a significance value of 0.000 < 0.05. Brand trust is able to mediate the influence of social media on repurchase intention, with a significance value of 0.000 < 0.05. Brand trust is able to mediate the influence of celebrity endorsers on repurchase intention, with a significance value of 0.017 < 0.05. Brand trust is able to mediate the effect of brand image on repurchase intention, with a significance value of 0.032 < 0.05. Based on the results of the study, it is recommended that companies and business owners should implement strategic steps to create content with the concept of contemporary, unique, creative, interesting, of course the meaning of the message contained can be conveyed with clear and understandable language so that the role of social media can further increase consumer repurchase interest.

Actions (login required)

View Item