PENGARUH PERSEPSI HARGA, COUNTRY OF ORIGIN DAN CELEBRITY ENDORSMENT TERHADAP MINAT BELI KONSUMEN PADA PRODUK KECANTIKAN NEGARA ASING (Studi Kasus Innisfree Korea Selatan)

MONITARANI, FEBY (2020) PENGARUH PERSEPSI HARGA, COUNTRY OF ORIGIN DAN CELEBRITY ENDORSMENT TERHADAP MINAT BELI KONSUMEN PADA PRODUK KECANTIKAN NEGARA ASING (Studi Kasus Innisfree Korea Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh persepsi harga, country of origin dan celebrity endorsment terhadap minat beli konsumen pada produk kecantikan. Responden penelitian ini adalah konsumen yang berminat membeli produk kecantikan Innisfree. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Kesimpulan dari studi kasus ini Persepsi Harga, Country Of Origin, berpengaruh positif dan signifikan terhadap Minat beli, tetapi Celebrity Endorsment berpengaruh positif dan tidak signifikan. Kata kunci : Persepsi Harga, Country Of Origin, Celebrity Endorsment, Minat Beli The research aims to identity the influence of perceived price, country of origin and celebrity endorsment of counsumer buying interest in beauty products.. The respondends of this research are the consumers who are interested in buying beauty product Innisfree. This research was conducted with 160 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that Perceived price and country of origin have positive and significant effects. But, celebrity endorsment haven’t significant effects. Keyword: Perceived Price, Country Of Origin, Celebrity Endorsment, Buying Interest

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 232
NIM/NIDN Creators:	43116010380
Additional Information:	Persepsi Harga, Country Of Origin, Celebrity Endorsment, Minat Beli
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	12 Jan 2022 02:33
Last Modified:	25 Mar 2022 04:08
URI:	http://repository.mercubuana.ac.id/id/eprint/54088

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