PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP MINAT BELI

AISYAH, YOLANDA (2019) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP MINAT BELI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Celebrity Endorser, Brand Image and Price Perception on buying interest Bandung Makuta Cake. The subjects in this study were consumer who are Interest in Buying Bandung Makuta Cake. The sample used in this study was 140 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed that Celebrity Endorsers are negative and have no significant effect on Buying Interests. Brand Image has a significant positive effect on Buying Interests and Price Perception has a significant positive effect on Buying Interests. Keywords: Celebrity Endorser, Brand Image, Price Perception, Buying Interest, Bandung Makuta Cake Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Brand Image dan Persepsi Harga terhadap Minat Beli pada Bandung Makuta Cake. Subjek pada penelitian ini adalah konsumen yang Minat untuk membeli produk Bandung Makuta Cake. Sampel yang digunakan dalam penelitian ini adalah sebanyak 140 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Celebrity Endorser negatif dan tidak berpengaruh signifikan terhadap Minat Beli. Brand Image berpengaruh positif signifikan terhadap Minat Beli dan Persepsi Harga berpengaruh positif signifikan terhadap Minat Beli. Kata Kunci: Celebrity Endorser, Brand Image, Persepsi Harga, Minat Beli, Bandung Makuta Cake

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 102
NIM: 43115010338
Uncontrolled Keywords: Celebrity Endorser, Brand Image, Persepsi Harga, Minat Beli, Bandung Makuta Cake
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 > 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 > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 19 Jul 2019 06:22
Last Modified: 10 Oct 2019 03:05
URI: http://repository.mercubuana.ac.id/id/eprint/49946

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