PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK BRITISH PROPOLIS CV. IPPHO SANTOSA

ARDIAN, MUHAMMAD FARHAN (2022) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK BRITISH PROPOLIS CV. IPPHO SANTOSA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of celebrity endorser, brand image and brand trust to purchase intention on British Propolis CV. Ippho Santosa. The data of this research is data taken from secondary data of companies and primary data obtained from processing of questionnaire data filled out by prospective consumers with an interest in buying British Propolis products. The number of samples used were 100 respondents and the analytical technique used in this study was to use Partial Least Square (PLS) analysis. The findings of previous researchers show that celebrity endorsers, brand image and brand trust have a positive and significant effect on purchase intention. Keywords : Celebrity Endorser, Brand Image, Brand Trust, Purchase Intention Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari celebrity endorser, brand image dan brand trust terhadap purchase Intention Produk British Propolis CV. Ippho Santosa. Data penelitian ini merupakan data yang diambil dari data sekunder perusahaan dan data primer yang didapat dari pengolahan data kuesioner yang diisi oleh calon konsumen dengan minat membeli produk British Propolis. Jumlah sampel yang digunakan sebanyak 100 responden dan teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil temuan peneliti terdahulu menunjukan bahwa celebrity endorser, brand image dan brand trust berpengaruh positif dan signifikan terhadap purchase intention. Kata kunci : Celebrity Endorser, Brand Image, Brand Trust, Purchase Intention

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 398
Call Number: SE/31/23/078
NIM/NIDN Creators: 43118010296
Uncontrolled Keywords: Celebrity Endorser, Brand Image, Brand Trust, Purchase Intention
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 25 Jan 2023 06:21
Last Modified: 25 Jan 2023 06:23
URI: http://repository.mercubuana.ac.id/id/eprint/73705

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