THE RELATIONSHIP BETWEEN PERCEPTION ON ENDORSER AND PRODUCT PURCHASING DECISION IN INSTAGRAM SOCIAL MEDIA IN STUDENTS IN SETIA BUDI UNIVERSITY OF SURAKARTA

Trisnatalie, Trisnatalie (2018) THE RELATIONSHIP BETWEEN PERCEPTION ON ENDORSER AND PRODUCT PURCHASING DECISION IN INSTAGRAM SOCIAL MEDIA IN STUDENTS IN SETIA BUDI UNIVERSITY OF SURAKARTA. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

In modern time, consumers are faced with a variety of product offers. Advertising is a way most commonly used by marketers to direct persuasive communication to consumers. Therefore, celebrity endorser’s support is required to deliver message in advertisement. This research aimed to find out the relationship between perception on celebrity endorser and product purchasing decision in instagram social media in students of Surakarta Setia Budi University. The subject of research was students of Surakarta Setia Budi University, consisting of 100 students. The research employed two measurement instruments: perception on celebrity endorser scale and purchasing decision, as well as open-ended questionnaire used as secondary data. Hypothesis proposed in this study was that there is a relationship between perception on celebrity endorser and product purchasing decision in instagram social media. This research employed purposive sampling method. The method of analyzing data employed was Karl Pearson’s product moment correlation with SPSS 25.0 for windows release. The result of data analysis showed correlation coefficient of rxy = 0.331 with p = 0.001 (p < 0.01); it indicated that there was positive significant relationship between perception on celebrity endorser and product purchasing decision in instagram social media, so that hypothesis proposed in this research was supported. Keywords: perception on celebrity endorser, purchasing decision

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: perception on celebrity endorser, purchasing decision
Subjects: B Philosophy. Psychology. Religion > B Philosophy (General)
L Education > L Education (General)
Divisions: Fakultas Psikologi > Prodi S1 Psikologi
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:42
Last Modified: 23 Feb 2019 02:42
URI: http://repo.setiabudi.ac.id/id/eprint/420

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