PENGARUH CELEBRITY ENDORSE, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA MUSLIM

ISKANDAR, DELA (2019) PENGARUH CELEBRITY ENDORSE, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA MUSLIM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of celebrity endorse, brand image and promotion the purchasing decision on products muslim fashion. The Respondents of this study were people who had bought muslim fashion products. This reasearch was conducted with 154 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The result of this study indicate that the brand image havent’t been significantly affect consumer purchasing decision on product muslim fashion and celebrity endorse and promotion have been significantly influence on the costumer purchasing decision on produk muslim fashion. Keyword : Celebrity Endorse, Brand Image, Promotion, Purchasing Decision Penelitian ini untuk mengetahui pengaruh celebrity endorse, citra merek dan promosi terhadap keputusan pembelian konsumen produk Busana Muslim. Responden penelitian ini adalah orang yang pernah membeli produk Busana Muslim. Penelitian ini dilakukan terhadap 154 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t citra merek tidak berpengaruh signifikan terhadap keputusan pembelian pada produk Busana Muslim dan celebrity endorse serta promosi berpengaruh signifikan terhadap keputusan pembelian pada produk Busana Muslim. Kata kunci : Celebrity Endorse, Citra Merek, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 124
NIM/NIDN Creators: 43115010220
Uncontrolled Keywords: Celebrity Endorse, Citra Merek, Promosi, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Apr 2022 03:55
Last Modified: 07 Apr 2022 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/59571

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