WULANDARI, GLADYS SUCI (2018) PENGARUH CELEBRITY ENDORSER, CITRA MEREK, DAN WORD OF MOUTH TERHADAP MINAT BELI PADA PRODUK TOP WHITE COFFEE (Studi Kasus Mahasiswa Universitas Mercu Buana Manajemen 2014). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research to know the influence of the “Celebrity Endorser, the Brand Image and the Word Of Mouth to Purchase Intetion on TOP White Coffee”at Mercu Buana University Management 2014. This reasearch was done to 100 respondents. The sampling technique used study is a Purposive Sampling. The data analysis used is statistical analysis in tehe form of multiple linier regression test. Because the data analysis used statistical analysis in the from of multiple linear analysis. The result of this study indicate that Celebrity Endorser has influence positive and significant the Purchase Intetion, Brand Image influence positive and significant the Purchase Intetion, Word Of Mouth has influence positive and signivicant the Purchase Intetion. It has been proven from the results of (F) partial shows significations point of three independent variables that support hipothesys. Therefore, the accepted assumption is, there is influence between Celebrity Endorser, Brand Image and Word Of Mouth on Purchase Intation TOP White Coffee in Mercu Buana University Management 2014. Keywords: Celebrity Endorse, Brand Image, Word Of Mouth, Purchase Intetion. Penelitian ini bertujuan untuk mengetahui “Pengaruh Celebrity Endorser, Citra Merek, Word Of Mouth Terhadap Minat Beli pada TOP White Coffee” Studi Kasus Mahasiswa Universitas Mercu Buana Manajemen 2014. Penelitian ini dilakukan terhadap 100 responden. Teknik sampling yang digunakan dalam penelitian ini adalah Purposive Sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linier berganda. Hasil penelitian ini menunjukkan bahwa Celebrity Endorser berpengaruh positif dan signifikan terhadap Minat Beli, Citra Merek berpengaruh positif dan signifikan terhadap Minat Beli, Word Of Mouth berpengaruh positif dan signifikan terhadap Minat Beli. Hal ini dibuktikan dari hasil Simultan (Uji F) dan hasil Uji Parsial (Uji T) juga menunjukan nilai signifikan dari ketiga variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji penelitian ini menyatakan bahwa terdapat pengaruh antara variabel Celebrity Endorser, Citra Merek, dan Word Of Mouth Terhadap Minat Beli TOP White Coffee di Universitas Mercu Buana Manajemen 2014. Kata Kunci: Celebrity Endorser, Citra Merek, Word Of Mouth, Minat Beli
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