PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP MINAT BELI (Studi Kasus Pada Bandung Makuta Cake)

AISYAH, YOLANDA (2019) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP MINAT BELI (Studi Kasus Pada Bandung Makuta Cake). 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/NIDN Creators: 43115010338
Uncontrolled Keywords: Celebrity Endorser, Brand Image, Persepsi Harga, Minat Beli, Bandung Makuta Cake
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.1 Sensory Perception/Persepsi Indera > 152.14 Visual Perception/Persepsi Visual
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Nov 2021 18:10
Last Modified: 05 Apr 2022 03:13
URI: http://repository.mercubuana.ac.id/id/eprint/50829

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