Jurnal Kajian Manajemen dan Wirausaha
Vol 2, No 4 (2020): Jurnal Kajian Manajemen dan Wirausaha

Pengaruh penggunaan selebgram pada sikap konsumen dalam membangun minat beli untuk melakukan pembelian secara online

Maiyulia Nurman (Universitas Negeri Padang)
Yunita Engriani (Universitas Negeri Padang)

Article Info

Publish Date
30 Sep 2020

Abstract

This study aims to analyze: (1) the effect of using a selebgram as an endorsement on purchase intention (2) the effect of consumer attitudes on purchase intention. This type of research is a causative descriptive study. This research was conducted in the city of Padang. The population in this study were students of Padang State University who have an Instagram account. The sample used was 150 people using purposive sampling technique. The type of data in this study is primary data. Data were collected through questionnaires and analyzed using SPSS version 16. The results of this study indicate that: (1) endorsement has a positive and significant effect on purchase intention (2) consumer attitudes have a positive and significant effect on purchase intention. Keywords:  Endorsement, attitude, intention

Copyrights © 2020




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Kajian Manajemen dan Wirausaha
Website

Abbrev

mnj

Publisher

Universitas Negeri Padang

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

Jurnal Kajian Manajemen dan Wirausaha bertujuan untuk menjadi sarana penyembarluasan ilmu dan pengetahuan di bidang manajemen dan wirausaha. Jurnal ini fokus menerima tulisan yang berkaitan dengan kajian manajemen dan ...