PENGARUH CELEBRITY WORSHIP TERHADAP ATTITUDE TOWARD BRAND DAN PURCHASE INTENTION; STUDI KASUS ENDORSEMENT BOY GROUP BTS TOKOPEDIA DIKALANGAN MAHASISWI UNIVERSITAS KRISTEN PETRA SURABAYA

Daniella Christina Emmanuella

Abstract


Penelitian ini bertujuan untuk mengetahui hubungan antara celebrity worship dengan attitude toward brand dan purchase intention terhadap boy group BTS sebagai brand ambassador Tokopedia. Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 147 responden. Responden adalah mahasiswi Universitas Kristen Petra Surabaya. Data diolah menggunakan pendekatan persamaan model struktural dengan Teknik Partial Least Square. 



Keywords


Celebrity Worship, Attitude Toward Brand, Purchase Intention, Boy Group BTS, Tokopedia, Mahasiswi Universitas Kristen Petra

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References


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