Pengaruh Celebrity Worship BTS Army Dan Brand Image Terhadap Perilaku Impulsive Buying Merchandise BTS

Lorenza, Della (2023) Pengaruh Celebrity Worship BTS Army Dan Brand Image Terhadap Perilaku Impulsive Buying Merchandise BTS. bachelor thesis, Podomoro University.

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Abstract

Penelitian ini dilatarbelakangi oleh fenomena korean wave terkait dengan perilaku Celebrity Worship membuat produk habis terjual dan stok produk kosong sementara waktu. Penelitian ini bertujuan untuk menjelaskan pengaruh perilaku Celebrity Worship BTS ARMY dan Brand Image terhadap impulsive buying Merchandise BTS. Penelitian ini juga akan dilakukan menggunakan metode kuantitatif eksplanatif dengan teknik survei melalui penyebaran kuesioner yang akan diisi oleh 240 responden, data akan dianalisis menggunakan Regresi Linear Sederhana untuk mengetahui seberapa besar pengaruh variabel independen (Celebrity Worship dan Brand Image) terhadap variabel dependen (Impulsive Buying). Penulis berharap penelitian ini dapat menjelaskan seberapa besar pengaruh perilaku Celebrity Worship BTS ARMY dan Brand Image terhadap perilaku Impulsive Buying Merchandise BTS. Hasil persamaan yang didapatkan adalah Y = 1.707 + 0.236 + 0.315 dengan penyesuaian R2 sebesar 0,407. Kemudian hasil ini membuktikan bahwa variabel independen yaitu Celebrity Worship dan Brand Image berpengaruh secara parsial maupun simultan terhadap variabel dependen yaitu Impulsive Buying.

Item Type: Thesis (bachelor)
Contributors (Pembimbing):
ContributionContributorsNIDN/NIDKEmail
UNSPECIFIEDGultom, Jonathannidn0409048202UNSPECIFIED
Uncontrolled Keywords: Celebrity Worship, Impulsive Buying, Brand Image, Kuantitatif Eksplanatif
Subjects: Entrepreneurship
Divisions: Prodi Kewirausahaan > Prodi Kewirausahaan (Skripsi)
Depositing User: Prasetiyo Suhendro
Date Deposited: 06 Feb 2024 02:54
Last Modified: 06 Feb 2024 02:54
URI: http://repository.podomorouniversity.ac.id/id/eprint/1182

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