PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING

BAROKAH, UMI (2024) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Celebrity Endorser, Brand Image, and Brand Trust on the purchasing decisions of Scarlet Whitening products. The population in this study is buyers of Scarlet Whitening skincare in the West Jakarta area. The sample used is users of Scarlet Whitening skincare in the West Jakarta area. The sample in this study consists of 150 respondents, calculated using the Hair formula. The sampling method employed is Purposive Sampling. The data analysis method used is PLS (Partial Least Square) through the SmartPLS version 4.0 software, with the research instrument being a questionnaire. The results of this study indicate that Celebrity Endorser does not have a significant effect on Purchasing Decisions, Brand Image has a positive and significant effect on Purchasing Decisions, and Brand Trust has a positive and significant effect on Purchasing Decisions. Keywords: Celebrity Endorser, Brand Image and Brand Trust, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Celebrity Endorser, Brand Image dan Brand Trust terhadap keputusan pembelian produk Scarlet Whitening. Populasi dalam penelitian ini adalah pembeli skincare Scarlett Whitening di daerah Jakarta Barat. Sampel yang digunakan adalah para pengguna skincare Scarlett Whitening di daerah Jakarta Barat. Sampel pada penelitian ini sebanyak 150 responden, dihitung menggunakan rumus Hair. Pemilihan sampel menggunakan metode Purposive Sampling. Metode analisis data yang digunakan adalah iivnstru PLS (Partial Least Square) melalui software instrumen SmartPLS versi 4.0, dengan instrument penelitian kuesioner. Hasil dari penelitian ini yaitu Celebrity Endorser tidak berpengaruh secara signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Brand Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Celebrity Endorser, Brand Image dan Brand Trust, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 428
NIM/NIDN Creators:	43120010352
Uncontrolled Keywords:	Celebrity Endorser, Brand Image dan Brand Trust, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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 > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan 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:	07 Oct 2024 07:51
Last Modified:	07 Oct 2024 07:51
URI:	http://repository.mercubuana.ac.id/id/eprint/92286

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