PENGARUH CELEBRITY ENDORSER, SELF-BRAND CONNECTION DAN KEPUASAN KONSUMEN TERHADAP KUALITAS HUBUNGAN GEPREK BENSU

JAYANTI APRILLIA, RISA (2020) PENGARUH CELEBRITY ENDORSER, SELF-BRAND CONNECTION DAN KEPUASAN KONSUMEN TERHADAP KUALITAS HUBUNGAN GEPREK BENSU. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Celebrity Endorser, Self-Brand Connection, Consumer Satisfaction on Relationship Quality in Geprek Bensu. Respondents in this study are people who have already bought Geprek Bensu. This research was conducted on 140 respondents using a quantitative approach. Analysis of the data used is statistics in the form of SEM-PLS. The results of this study indicate that Celebrity Endorser is Positive and has no significant effect on Relationship Quality. Self-Brand Connection has a significant positive effect on Relationship Quality and Customer Satisfaction Connection has a significant positive effect on Relationship Quality. Keywords: Celebrity Endorser, Self-brand Connection, Consumer Satisfaction, Relationship Quality, Geprek Bensu. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Self-brand Connection, Kepuasan Konsumen terhadap Kualitas Hubungan pada Geprek Bensu. Responden pada penelitian ini adalah masyarakat yang sudah membeli Geprek Bensu. Penlitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah statistic dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Celebrity Endorser Positif dan tidak berpengaruh signifikan terhadap Kualitas Hubungan. Self-Brand Connection berpengaruh positif signifikan terhadap Kualitas Hubungan dan Kepuasan Konsumen Connection berpengaruh positif signifikan terhadap Kualitas Hubungan. Kata Kunci : Celebrity Endorser, Self-brand Connection, Kepuasan Konsumen, Kualitas Hubungan, Geprek Bensu.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 420
Call Number: SE/31/21/243
NIM/NIDN Creators: 43116010161
Uncontrolled Keywords: Celebrity Endorser, Self-brand Connection, Kepuasan Konsumen, Kualitas Hubungan, Geprek Bensu.
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Rifky
Date Deposited: 16 Jul 2022 02:45
Last Modified: 16 Jul 2022 02:45
URI: http://repository.mercubuana.ac.id/id/eprint/51498

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