PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Cakekinian Jakarta)

PRASETIO, RAMA DEWO (2020) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Cakekinian Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of celebrity endorser, brand image and product quality on purchase decisions. This research was conducted in Cakekinian product. The population of this research is all customers of Cakekinian. This research was done to 165 respondents by using purposive sampling method. Data analysis method performed by analysis SEM-PLS. The results of this research shows that brand image of positive and significant work on purchase decisions and product quality has a positive and significant on purchase decisions of Cakekinian. While the celebrity endorser is not comparable with purchase decisions. Keywords: Celebrity Endorser, Brand Image, Product Quality, Purchase Decisions.Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, brand image dan kualitas produk terhadap keputusan pembelian. Penelitian ini dilakukan pada produk Cakekinian. Populasi penelitian ini adalah seluruh customers Cakekinian. Penelitian ini dilakukan terhadap 165 orang responden dengan menggunakan metode sampling purposive sampling. Metode analisis data dilakukan dengan analisis SEM-PLS. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Cakekinian. Sedangkan celebrity endorser tidak berpengaruh terhadap keputusan pembelian. Kata kunci : Celebrity Endorser, Brand Image, Kualitas Produk, Keputusan Pembelian.

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/359
NIM: 43115110070
Uncontrolled Keywords: Celebrity Endorser, Brand Image, Kualitas Produk, Keputusan Pembelian.
Subjects: 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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Feb 2020 05:52
Last Modified: 18 Feb 2020 05:52
URI: http://repository.mercubuana.ac.id/id/eprint/54403

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