PENGARUH CELEBRITY ENDORSER, ADVERTISING APPEAL DAN BRAND IMAGE TERHADAP PURCHASE DECISION PADA PRODUK KECANTIKAN SCARLETT WHITENING

PUTRI, ZAHRA ANNISA (2023) PENGARUH CELEBRITY ENDORSER, ADVERTISING APPEAL DAN BRAND IMAGE TERHADAP PURCHASE DECISION PADA PRODUK KECANTIKAN SCARLETT WHITENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to examine the influence of celebrity promoters, advertising appeal and brand image on purchasing decisions for scarlet whitening beauty products in West Jakarta. The population of this research is consumers of Scarlett Whitening beauty products who live in West Jakarta. The sample in this study was 108 respondents, using a non-probability sampling technique, namely purposive sampling. The data analysis method used was Partial Least Square (PLS), with the help of SmartPLS ver 3.3.3 software. The results showed that celebrity promoters had a significant positive effect on purchasing decisions. In addition, brand image also has a significant positive effect on purchasing decisions. On the other hand, advertising appeal has no significant effect on purchasing decisions. Keywords: celebrity endorser, advertising appeal , brand image, purchase decision Tujuan dari penelitian ini adalah untuk menguji pengaruh selebriti promotor, daya tarik iklan dan citra merek terhadap Purchase Decision produk kecantikan scarlet whitening di kota Jakarta Barat. Populasi penelitian ini adalah konsumen produk kecantikan Scarlett Whitening yang berdomisili di Jakarta Barat. Sampel dalam penelitian ini berjumlah 108 responden, dengan teknik sampling non-probability yaitu, purposive sampling.metode analisis data yang di gunakan adalah Partial Least Square (PLS), dengan bantuan software SmartPLS ver 3.3.3. Hasil penelitian menunjukkan bahwa selebriti promotor berpengaruh signifikan positif terhadap Purchase Decision. Selain itu citra merek juga berpengaruh signifikan positif terhadap Purchase Decision. Di sisi lain, daya tarik iklan tidak berpengaruh signifikan terhadap Purchase Decision. kata kunci: selebriti promotor , daya tarik iklan, citra merek, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 290
Call Number: SE/31/23/416
NIM/NIDN Creators: 43119010272
Uncontrolled Keywords: selebriti promotor , daya tarik iklan, citra merek, Purchase Decision
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 > 658.5 Management of Production/Manajemen Produksi
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
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
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 08 Nov 2023 03:28
Last Modified: 08 Nov 2023 03:28
URI: http://repository.mercubuana.ac.id/id/eprint/83816

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