Hendarman, Rani Febriani (1452231) (2018) Pengaruh Kredibilitas Selebriti pada Minat Beli : Cause-Related Marketing dan Sikap Sebagai Variabel Mediasi. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian ini bertujuan untuk mengetahui adanya pengaruh kredibilitas selebriti pada minat beli yang di mediasi oleh anteseden cause-related marketing (CrM) dan sikap. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive. Data dikumpulkan dari 440 responden melalui survei berbasis kuesioner dengan kriteria yaitu orang yang pernah melihat iklan kampanye sosial selebriti dengan suatu merek. Hasil penelitian menunjukkan bahwa kredibilitas selebriti secara signifikan memengaruhi semua anteseden cause-related marketing (CrM), memengaruhi variabel sikap mengenai cause-related marketing dan minat beli.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Cause-related marketing, Kredibilitas selebriti, Kredibilitas merek, Minat beli |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 17 Dec 2018 11:10 |
| Last Modified: | 17 Dec 2018 11:10 |
| URI: | http://repository.maranatha.edu/id/eprint/25208 |
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