PENGARUH CELEBRITY ENDORSER, ADVERTISING APPEAL DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK SOMETHINC

SUSANTI, AMELIA (2024) PENGARUH CELEBRITY ENDORSER, ADVERTISING APPEAL DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK SOMETHINC. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of celebrity endorser variables, advertising appeal and product quality on purchase decisions Somethinc products. The population in this study are consumers from Jabodetabek who use and buy Somethinc skincare products. The sample used in this study amounted to 119, calculated using G*Power software. The sampling method uses purposive sampling. The data collection method uses a survey method, with a questionnaire research instrument. The data analysis method uses Partial Least Square (PLS) version 4.0. This study proves that the variables Celebrity Endorser, Advertising Appeal and Product Quality have a positive and significant effect on Purchase Decision. Keywords: Celebrity Endorser, Advertising Appeal, Product Quality, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh variabel celebrity endorser, advertising appeal dan product quality terhadap purchase decision produk Somethinc. Populasi dalam penelitian ini adalah konsumen dari Jabodetabek yang menggunakan dan membeli produk skincare Somethinc. Sampel yang digunakan pada penelitian ini berjumlah 119, dihitung menggunakan software G*Power. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian kuesioner. Metode analisis data menggunakan Partial Least Square (PLS) versi 4.0. Penelitian ini membuktikan bahwa variabel Celebrity Endorser, Advertising Appeal dan Product Quality berpengaruh positif dan signifikan terhadap Purchase Decision. Kata Kunci: Celebrity Endorser, Advertising Appeal, Product Quality, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 084
Call Number: SE/31/24/068
NIM/NIDN Creators: 43120010316
Uncontrolled Keywords: Celebrity Endorser, Advertising Appeal, Product Quality, Purchase Decision
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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 > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 30 Mar 2024 06:10
Last Modified: 30 Mar 2024 06:10
URI: http://repository.mercubuana.ac.id/id/eprint/87742

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