BAASIR, HILMI NABIH (2025) PENGARUH DUKUNGAN SELEBRITI, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI HANDPHONE OPPO A SERIES. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of Celebrity Support, brand image, and brand trust on the purchase interest of Oppo A series mobile phones. This study uses a quantitative research type with a Non-probability sampling method with Convenience sampling techniques. This study uses primary and secondary data sources. Primary data was obtained from a questionnaire distributed to respondents, namely the people of Jakarta who had seen, were interested in buying, and were interested in the Oppo A series mobile phone. And for secondary data in this study, it was obtained from a literature study that provided input on theories and journals on marketing management that researchers obtained through previous journals. The data collection technique used in this study was to distribute questionnaires and data that had been obtained from a literature study obtained through previous journals. And for the number of respondents of 200 respondents. This study was reviewed using the help of the PLS program. From the results of the research that has been done, it can be concluded that: Celebrity Support has a significant effect on Purchase Interest of OPPO A Series Mobile Phones. This means that Celebrity Support is very influential in promoting a product or service to consumers to increase purchase interest, Brand Image has a significant effect on Purchase Interest of OPPO A Series Mobile Phones. This shows that if the Brand Image seen by consumers is in accordance with what is desired, it will affect consumer Purchase Interest, Brand Trust has a significant effect on Purchase Interest of OPPO A Series Mobile Phones. This shows that if the Brand Trust seen by consumers is in accordance with what is desired, it will affect consumer Purchase Interest. Keywords: Celebrity endorser, brand image, brand trust, purchase interest, quantitative Penelitian ini bertujuan untuk mengetahui pengaruh Dukungan Selebriti, citra merek, dan kepercayaan merek terhadap minat beli handphone oppo A series. Penelitian ini menggunakan jenis penelitian kuantitatif dengan metode Non probability sampling dengan Teknik Convenience sampling. Pada penelitian ini menggunakan sumber data primer dan sekunder. Data primer didapatkan dari kuesioner yang disebarkan kepada responden yaitu masyarakat kota Jakarta yang pernah melihat, minat untuk membeli, dan yang tertarik pada handphone Oppo A series. Dan untuk data sekunder dalam penelitian ini didapatkan pada studi kepustakaan yang memberi masukan teori dan jurnal – jurnal tentang manajemen pemasaran yang peneliti dapat melalui jurnal terdahulu.Teknik pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebarkan kuesioner dan data yang telah didapatkan pada studi kepustakaan yang diperoleh melalui jurnal terdahulu. Dan untuk jumlah responden sebesar 200 responden. Penelitian ini ditinjau menggunakan bantuan program PLS. Dari hasil penelitian yang telah dilakukan, maka dapat disimpulkan bahwa: Dukungan Selebriti berpengaruh signifikan terhadap Minat Beli Handphone OPPO A Series. Artinya Dukungan Selebriti sangat berpengaruh dalam mempromosikan sebuah produk maupun jasa kepada konsumen untuk meningkatkan minat beli, Citra Merek berpengaruh signifikan terhadap Minat Beli Handphone OPPO A Series. Hal ini menunjukkan bila Citra Merek yang dilihat oleh konsumen sesuai dengan apa yang diinginkan maka akan mempengaruhi Minat Beli konsumen, Kepercayaan Merek berpengaruh signifikan terhadap Minat Beli Handphone OPPO A Series. Hal ini menunjukkan bila Kepercayaan Merek yang dilihat oleh konsumen sesuai dengan apa yang diinginkan maka akan mempengaruhi Minat Beli konsumen. Kata kunci: Dukungan selebriti, citra merek, kepercayaan merek, minat beli, kuantitatif
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