RUSDIYANTO, YOSSY ZAHRA (2018) PENGARUH CELEBRITY ENDORSER LEE MIN HO TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIE PADA MAHASISWA UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
his research was aimed for knowing the effect of celebrity endorser Lee Min Ho on the purchase decision of Luwak White Koffie products. This research used quantitative approach by collecting data through primary and secondary data. Population used in this research is all active students of the Faculty of Psychology, Mercu Buana University. Techique in taking the sample of this research is purposive sampling method using criteria. The sample of this reseacrh is amount to 100 respondents and the data was collected through questionnaires. The data analysis technique used in this research is using simple regression and a hypothesis t test. The results of this research indicate that the variable celebrity endorser has a positive influence on purchasing decisions. As evidenced by the value of t count of 4.347 with a significance value of 0.000 smaller than 0.05 (0.000 <0.05), then H0 is rejected and H1 is accepted, so it can be concluded that there is a significant influence of celebrity endorser Lee Min Ho on the purchase decision of Luwak White Koffie products. Keywords: celebrity endorser, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser Lee Min Ho terhadap keputusan pembelian produk Luwak White Koffie. Peneltian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data melalui data primer dan sekunder. Populasi dalam peneltian ini adalah seluruh mahasiswa aktif Fakultas Psikologi Universitas Mercu Buana. Teknik pengambilan sampel menggunakan metode purposive sampling dengan menggunakan kriteria. Sampel berjumlah 100 responden dengan teknik pengumpulan data menggunakan kuesioner. Tekknik analisis data dalam penelitian ini menggunakan regresi sederhana dengan menggunakan uji hipotesis, yaitu uji t. Hasil penelitian ini menunjukkan bahwa variabel celebrity endorser memiliki pengaruh yang positif terhadap keputusan pembelian., dibuktikan dari nilai t hitung sebesar 4,347 dengan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05 (0,000<0,05), maka H0 ditolak dan H1 diterima, sehingga dapat disimpulkan bahwa terdapat pengaruh signifikan celebrity endorser Lee Min Ho terhadap keputusan pembelian produk Luwak White Koffie. Kata kunci : celebrity endorser, keputusan pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 18 066 |
| NIM/NIDN Creators: | 46114010139 |
| Uncontrolled Keywords: | celebrity endorser, keputusan pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.1 Philosophy and Theory of Psychology/Filsafat dan Teori Psikologi |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Virda Syifa |
| Date Deposited: | 09 Oct 2018 01:15 |
| Last Modified: | 12 Oct 2018 01:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/44888 |
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