PENGARUH CITRA MEREK, CELEBRITY ENDORSER, DAN ULASAN PRODUK TERHADAP INTENSI BELI ULANG PRODUK SUNSCREEN MADAME GIE (Studi Pada Mahasiswi Universitas Mercu Buana Meruya)

FATMAWATI, WIA (2024) PENGARUH CITRA MEREK, CELEBRITY ENDORSER, DAN ULASAN PRODUK TERHADAP INTENSI BELI ULANG PRODUK SUNSCREEN MADAME GIE (Studi Pada Mahasiswi Universitas Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of brand image, celebrity endorsers, dan product reviews on interest in repurchasing Madame Gie's screen on Mercu Buana Meruya University students. The population in this study were female students who had used Madame Gie's screen. The sample used was 155 respondents dan was calculated according to the Hair formula. The sampling method uses Purposive Sampling Technique. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method used is Partial Least Square 4.0. The results of this research are that Brand Image has a positive dan significant effect on Repurchase Intention, Celebrity Endorser has a positive dan significant effect on Repurchase Intention, Product Reviews has a positive dan significant effect on Repurchase Intention. Keyword: Brand Image, Celebrity Endorser, Product Reviews, Repurchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh citra merek, celebrity endorser, dan ulasan produk terhadap Intensi Beli Ulang susncreen Madame Gie pada mahasiswi Universitas Mercu Buana Meruya. Populasi dalam penelitian ini adalah mahasiswi yang pernah menggunakan susncreen Madame Gie, pengambilan sampel yang digunakan adalah sebanyak 155 responden dan dihitung menurut rumus Hair. Metode dalam pengambilan sampel menggunakan Teknik Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data yang digunakan adalah Partial Least Square 4.0. Hasil dari penelitian ini yaitu Citra Merek berpengaruh positif dan signifikan terhadap Intensi Beli Ulang, Celebrity Endorser berpengaruh positif dan signifikan terhadap Intensi Beli Ulang, Ulasan Produk berpengaruh positif dan signifikan terhadap Intensi Beli Ulang. Kata Kunci: citra Merek, celebrity endorser, ulasan produk, intensi beli ulang.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 261
Call Number: SE/31/24/197
NIM/NIDN Creators: 43120010072
Uncontrolled Keywords: citra Merek, celebrity endorser, ulasan produk, intensi beli ulang.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
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
600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 13 Aug 2024 07:16
Last Modified: 13 Aug 2024 07:16
URI: http://repository.mercubuana.ac.id/id/eprint/90200

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