PENGARUH KUALITAS PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO (Studi Kasus Mahasiswa S1 Universitas Mercu Buana Jakarta)

ISMAIL, FEBY FEBRIANTY (2022) PENGARUH KUALITAS PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO (Studi Kasus Mahasiswa S1 Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research is to determine the effect of Product Quality and Celebrity Endorser on the Purchase Decisions of Mercu Buana University Undergraduate Students on Erigo products. This is a quantitative type of research using primary data. The sampling technique used in this research is non-probability sampling with a purposive sampling method. Data collection techniques in this study used a questionnaire distributed to 96 respondents. The data analysis technique used is descriptive test, classic assumption test, multiple linear regression analysis, and t test with IBM SPSS 26 Software for Windows. The results of the hypothesis analysis indicate that Product Quality and Celebrity Endorser individually have a significant effect on Purchase Decisions. The most dominant influence in this research is Celebrity Endorser. Keywords: Purchase Decision, Product Quality, and Celebrity Endorser. Tujuan melakukan penelitian ini untuk mengetahui pengaruh Kualitas Produk dan Celebrity Endorser terhadap Keputusan Pembelian mahasiswa S1 Universitas Mercu Buana terhadap produk Erigo. Penelitian ini merupakan jenis kuantitatif yang mungganakan data primer. Teknik sampling yang digunakan pada penelitian ini adalah non-probability sampling dengan metode purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebarkan kepada 96 responden. Teknik analisis data yang digunakan adalah uji deskriptif, uji asumsi klasik, analisis regresi linear berganda, dan uji t dengan bantuan Software IBM SPSS 26 for windows. Hasil analisis hipotesis menunjukkan bahwa Kualitas Produk dan Celebrity Endorser secara individual berpengaruh signifikan terhadap Keputusan Pembelian. Pengaruh yang paling dominan dalam penelitian ini adalah Celebrity Endorser. Kata Kunci: Keputusan Pembelian, Kualitas Produk, dan Celebrity Endorser.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 056
NIM/NIDN Creators: 43118010261
Uncontrolled Keywords: Keputusan Pembelian, Kualitas Produk, dan Celebrity Endorser.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 21 Jul 2022 03:42
Last Modified: 21 Jul 2022 03:42
URI: http://repository.mercubuana.ac.id/id/eprint/65688

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