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Judul THE EFFECT OF SOCIAL MEDIA MARKETING ON CUSTOMERS’ IMPULSE BUYING BEHAVIOR WITH CELEBRITY ENDORSEMENT AS MODERATING VARIABLE IN SS DESSERT COMPANY MAKASSAR / SITTI LUTHFIYYAH RIFQAH G GUNADI
Pengarang SITTI LUTHFIYYAH RIFQAH G GUNADI
Nuraeni Kadir
Muhammad Sabranjamil Alhaqqi
EDISI Skripsi
Penerbitan Universitas Hasanuddin : Fak. Ekonomi, 2020
Deskripsi Fisik 109 hlm. :ilus.
Subjek Social media marketing,
Celebrity Endorsement,
Impulse Buying Behavior cognitive behaviour,
affective behaviour.
Abstrak The use of celebrity endorsement to promote the culinary Small Medium Enterprises (SMEs) in social media advertisement has started receiving huge attention over the past few decades. The Small SMEs competing with making attractive promotion to affect the consumers’ impulse buying behaviour. The main objective of the study was to examine the relationship of social media marketing on impulsive buying behaviour, with celebrity endorsement as moderating variable in SS.Dessert Company. Survey research method is used by distributing structured questionnaire to a sample size of 258 respondents from SS.Dessert Instagram’s visitors. The analytical method used is Moderated Regression Analysis with the application of SPSS 23 for Mac. The findings of this study have shown that social media marketing partially has a positive and significant effect on impulse buying behaviour. Meanwhile, the effect of social media marketing on impulse buying behaviour that is moderated by celebrity endorsement has a negative and significant effect.

 
No Barcode No. Panggil Akses Lokasi Ketersediaan
00000016290 SKR-E20 SIT e Baca di tempat Perpustakaan Pusat - Koleksi Khusus Tersedia
Tag Ind1 Ind2 Isi
001 INLIS000000000059680
005 20200918031615
035 # # $a 0010-0920000632
084 # # $a SKR-E20 SIT e
100 1 # $a SITTI LUTHFIYYAH RIFQAH G GUNADI
245 1 # $a THE EFFECT OF SOCIAL MEDIA MARKETING ON CUSTOMERS’ IMPULSE BUYING BEHAVIOR WITH CELEBRITY ENDORSEMENT AS MODERATING VARIABLE IN SS DESSERT COMPANY MAKASSAR /$c SITTI LUTHFIYYAH RIFQAH G GUNADI
250 # # $a Skripsi
260 # # $a Universitas Hasanuddin :$b Fak. Ekonomi,$c 2020
300 # # $a 109 hlm. : $b ilus.
520 # # $a The use of celebrity endorsement to promote the culinary Small Medium Enterprises (SMEs) in social media advertisement has started receiving huge attention over the past few decades. The Small SMEs competing with making attractive promotion to affect the consumers’ impulse buying behaviour. The main objective of the study was to examine the relationship of social media marketing on impulsive buying behaviour, with celebrity endorsement as moderating variable in SS.Dessert Company. Survey research method is used by distributing structured questionnaire to a sample size of 258 respondents from SS.Dessert Instagram’s visitors. The analytical method used is Moderated Regression Analysis with the application of SPSS 23 for Mac. The findings of this study have shown that social media marketing partially has a positive and significant effect on impulse buying behaviour. Meanwhile, the effect of social media marketing on impulse buying behaviour that is moderated by celebrity endorsement has a negative and significant effect.
650 # # $a affective behaviour.
650 # # $a Celebrity Endorsement,
650 # # $a Impulse Buying Behavior cognitive behaviour,
650 # # $a Social media marketing,
700 1 # $a Muhammad Sabranjamil Alhaqqi
700 1 # $a Nuraeni Kadir
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