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Hasanah, Karuniawati
UNIVERSITAS PGRI MADIUN
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Journal : Fokus Ekonomi

 1 
PENGARUH CELEBRITY’S ENDORSMENT DAN WORD OF MOUTH TERHADAP KEPUTUSAN MENONTON FILM NASIONAL (Studi Kasus Pada Penonton Bioskop NSC Sun City Mall Madiun) Karuniawati Hasanah
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol 12, No 1: Juni 2017
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/fe.12.1.99-116

Abstract

This study aimed to know the influence of celebrity's endorsment and word of mouth to the decision of the national watch films partially or simultaneously. The preparation of this study using a quantitative approach. based on the nature of this research is a form of associative research with this type of causal relationship. Based on the data obtained, this study is a kind of field research (field research). The study population was moviegoers NSC Sun City Mall Madiun, sample taken 340 respondents with accidental sampling technique. Instrument research on the validity and reliability by looking at the corrected item total correlation and cronbanch's alpha and all declared valid and reliable. Data analysis techniques used in this study by using descriptive analysis techniques and multiple regression.The results showed that the celebrity's endorsment and word of mouth significant effect partially and simultaneously to the national decision at the cinema watching a movie NSC Sun City Mall Madiun. Based on the coefficient of determination (R2) shows that the the effect of celebrity's endorsment and word of mouth to the decision of the national movie in this study explained 51% and the rest is explained factors outside the model.
Co-Authors Agnesta, Fellisia Estefania Amni Matholiul Hikmah Anggita Langgeng Wijaya Anggita Wijaya Apriyanti Apriyanti Asmike, Metik Astika Kusuma Ayu Rosalianita Sari Berlian Kusuma Ningrum Bintang Ulya Kharisma Budi Santoso Dessyarti, Robby Sandhi Dwi Febrianti, Dwi Fauzi, Rizal Ula Ananta Febrianto, Muhammad Adha Loren Hari Purwanto Ida Widyawati Iwang Saudji Hariyanto Karuniawati, Amanda Vicky Dyah Lavida Ramadhani Linda Puspita Sari Metik Asmike Mila Eviana Nizam Zakka Arrizal Novitasari, Maya Raras Swastika Sistyo Maharani Rindi Nur Khofifah Rohmad Satrio Nugroho Salas Fatkur Rohman Afif Siska Diana Sari Sofyantoro Sofyantoro Sulistya Eviningrum Sulistyowati, Liliek Nur Tiffany Aulia Widjaya Widhianto, Ari Ridho Eko Widiasmara, Anny Yayang Julita Yoga Ali Syahputra Yuricke Marshella