PUTRA, MUHAMMAD HASBI PERMANA (2026) PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSEMENT, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK INDOMILK DALAM KEMASAN. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
HAL COVER.pdf Download (688kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (398kB) |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (451kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (377kB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (475kB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (276kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (295kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (577kB) |
Abstract
This study was motivated by the rise of businesses in the food and beverage industry, which aims to meet the basic needs of the community. This phenomenon has opened up high-potential business opportunities in this sector. The purpose of this study was to determine the extent to which product quality, celebrity endorsements, and brand image influence purchasing decisions for Indomilk milk products in packaging. The population in this study was the community of West Jakarta, with a sample of 130 respondents. The sampling method used in this study was purposive sampling. The data analysis method used was quantitative descriptive analysis, and the hypothesis was tested using Structural Equation Modeling (SEM) with SmartPLS (Partial Least Square) software. The data collection technique used a questionnaire with ordinal scale measurements. The results of this study indicate that product quality, celebrity endorsement, and brand image have a positive and significant effect on purchasing decisions for Indomilk dairy products. Keywords: Product Quality, Celebrity Endorsement, Brand Image, Purchase Decision Penelitian ini dilatarbelakangi oleh maraknya bisnis di industri makanan dan minuman, yang bertujuan untuk memenuhi kebutuhan pokok masyarakat. Fenomena ini membuka peluang bisnis yang berpotensi tinggi di sektor tersebut. Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh kualitas produk, celebrity endorsement, dan citra merek terhadap keputusan pembelian produk susu Indomilk dalam kemasan. Populasi dalam penelitian ini adalah masyarakat Jakarta Barat, dengan sampel sebanyak 130 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini menggunakan motode purposive sampling. Metode analisis data yang digunakan adalah analisis deskriptif kuantitatif dan hipotesis di uji menggunakan Structural Equation Model (SEM) dengan software SmartPLS (Partial Least Square). Teknik pengumpulan data menggunakan kuesioner dengan pengukuran skala ordinal. Hasil penelitian ini menunjukkan bahwa Kualitas produk, Celebrity Endorsement, Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada produk susu Indomilk. Kata Kunci: Kualitas Produk, Celebrity Endorsement, Citra Merek, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010240 |
| Uncontrolled Keywords: | Kualitas Produk, Celebrity Endorsement, Citra Merek, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 630 Agriculture and Related Technologies/Pertanian dan Teknologi Terkait > 637 Processing Dairy and Related Products/Pengolahan Produk Susu dan Produk Terkait 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 18 Sep 2026 08:07 |
| Last Modified: | 18 Sep 2026 08:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103957 |
Actions (login required)
 |
View Item |
