PENGARUH CELEBRITY ENDORSE, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA MUSLIM

ISKANDAR, DELA (2019) PENGARUH CELEBRITY ENDORSE, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA MUSLIM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of celebrity endorse, brand image and promotion the purchasing decision on products muslim fashion. The Respondents of this study were people who had bought muslim fashion products. This reasearch was conducted with 154 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The result of this study indicate that the brand image havent’t been significantly affect consumer purchasing decision on product muslim fashion and celebrity endorse and promotion have been significantly influence on the costumer purchasing decision on produk muslim fashion. Keyword : Celebrity Endorse, Brand Image, Promotion, Purchasing Decision. Penelitian ini untuk mengetahui pengaruh celebrity endorse, citra merek dan promosi terhadap keputusan pembelian konsumen produk Busana Muslim. Responden penelitian ini adalah orang yang pernah membeli produk Busana Muslim. Penelitian ini dilakukan terhadap 154 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t citra merek tidak berpengaruh signifikan terhadap keputusan pembelian pada produk Busana Muslim dan celebrity endorse serta promosi berpengaruh signifikan terhadap keputusan pembelian pada produk Busana Muslim. Kata kunci : Celebrity Endorse, Citra Merek, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 124
Call Number: SE/31/19/199
NIM: 43115010220
Uncontrolled Keywords: Celebrity Endorse, Citra Merek, Promosi, Keputusan Pembelian.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Jul 2019 04:47
Last Modified: 10 Oct 2019 04:11
URI: http://repository.mercubuana.ac.id/id/eprint/49775

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