PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK KANZLER SINGLES

MICHELLIANNA, MICHELLIANNA (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK KANZLER SINGLES. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to examine and determine the effect of product quality, brand image, and Celebrity Endorser on consumer buying interest in sausage product Kanzler Singles. The population in this study were consumers who consumed Kanzler Singles sausage products in the Meruya area, West Jakarta. The sample used in this study was 115 respondents. This study uses a quantitative approach method using a purposive sampling method technique. The data collection method uses a survey method with a questionnaire instrument (questionnaire) in the form of a google form and spreading it on social media. The data analysis used is statistical analysis in the form of SEM-PLS 4.0. The result in this study indicate that The results of this study show that product quality has a significant positive effect on buying interest, brand image has a significant positive effect on buying interest, and Celebrity Endorsers have a significant positive effect on buying interest. Keywords: Product Quality, Brand Image, Celebrity Endorser, and Purchase Intention. Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh kualitas produk, citra merek, dan Celebrity Endorser terhadap minat beli konsumen produk sosis Kanzler Singles. Populasi dalam penelitian ini adalah konsumen yang mengkonsumsi produk sosis Kanzler Singles di wilayah Meruya, Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah sebanyak 115 responden. Penelitian ini menggunakan metode pendekatan kuantitatif dengan menggunakan teknik metode purposive sampling. Metode pengumpulan data menggunakan metode survey dengan instrument kuisioner (angket) berupa google form. Analisis data dalam penelitian ini menggunakan SEM-PLS 4.0. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif signifikan terhadap minat beli, citra merek berpengaruh positif signifikan terhadap minat beli, serta Celebrity Endorser berpengaruh positif signifikan terhadap minat beli. Kata Kunci: Kualitas Produk, Citra Merek, Celebrity Endorser, dan Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 445
NIM/NIDN Creators:	43120010417
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Celebrity Endorser, dan Minat Beli.
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 > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu 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:	10 Oct 2024 01:06
Last Modified:	10 Oct 2024 01:06
URI:	http://repository.mercubuana.ac.id/id/eprint/92362

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