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
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