PENGARUH HARGA, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA CHARM (Studi Kasus Pada Karyawan Wanita PT Nittsu Lemo Indonesia Logistik)

NURAENI, NURAENI (2019) PENGARUH HARGA, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA CHARM (Studi Kasus Pada Karyawan Wanita PT Nittsu Lemo Indonesia Logistik). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to (1) analyze the influence of the price of the sanitary napkins buying decision Charm. (2) analyze the influence of the brand image on purchase decisions sanitary napkins Charm. (3) analyze the influence of celebrity endorser on on purchase decisions sanitary napkins Charm. This study uses a causal research design. Collecting data with survey or questionnaire. In this study population was female employes in PT Nittsu Lemo Indonesia Logistik. Techniques used in sampling is Probability purposive sampling Analysis of the data in this study using Partial Least Square (PLS) using Likert Scale.Results of the study (1) There isa positive andsignificant influence on price relationship to the buying decision. (2) There is a positive and significant impact on brand image relationship to the buying decision. (3) There is no significant influence on the perception of the relationship to the Decision celebrity endorser. Keywords:Price, brand Image, Celebrity Endorser , and purchacing decisions Tujuan penelitian ini adalah untuk (1) menganalisis pengaruh antara harga terhadap keputusan pembelian pembelut wanita Charm.(2) menganalisis pengaruh antara citra merek terhadap keputusan pembelian pembalut wanita Charm. (3) menganalisis pengaruh antara celebrity endorser terhadap keputusan pembelian pembalut wanita Charm. Penelitian ini menggunakan desain riset kausal. Pengumpulan data dengan survey atau kuesioner. Dalam penelitian kali ini populasinya adalah karyawan wanita di PT Nittsu Lemo Indonesia Logistik. Teknik yang digunakan dalam pengambilan sample adalah Probability dengan purposive sampling Analisis data dalam penelitian ini menggunakan metode Partial Least Square (PLS) dengan menggunakan Skala Likert. Hasil penelitian adalah (1) Terdapat pengaruh yang signifikan pada hubungan Harga terhadap Keputusan Pembelian. (2) Terdapat pengaruh positif dan signifikan pada hubungan Citra Merek terhadap Keputusan Pembelian. (3) Tidak terdapat pengaruh yang signifikan pada hubungan Celebrity Endorser terhadap Keputusan Pembelian. Kata Kunci : Harga, Citra Merek, Celebrity Endorser, dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 215
NIM: 43114110117
Uncontrolled Keywords: Harga, Citra Merek, Celebrity Endorser, dan Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 08 Feb 2019 02:09
Last Modified: 11 Oct 2019 01:56
URI: http://repository.mercubuana.ac.id/id/eprint/47071

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