HARTATI, FITRIA SRI (2026) PENGARUH CELEBRITY ENDORSEMENT, CITRA MEREK RAMAH LINGKUNGAN, DAN KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
“This study aims to analyze the influence of Celebrity Endorsement, Environmentally Friendly Brand Image, and Environmental Awareness on Purchasing Decisions of Scarlett Whitening Products in the DKI Jakarta area. The independent variables in this study include Celebrity Endorsement, Environmentally Friendly Brand Image, and Environmental Awareness, while the dependent variable is Purchasing Decisions. The study population includes consumers who live in the DKI Jakarta area and have or are currently using Scarlett Whitening products. The research sample consisted of 119 respondents selected using a purposive sampling method. Data were collected through a survey with a questionnaire instrument, then analyzed using the SmartPLS 4.0 application. The analysis methods used include outer model tests, which include Convergent Validity, Discriminant Validity, Composite Reliability, and Cronbach's Alpha, as well as inner model tests, which consist of R-Square, Model Fit, Effect Size (
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010313 |
| Uncontrolled Keywords: | Celebrity Endorsement, Citra Merek Ramah Lingkungan, Kesadaran Lingkungan, Keputusan Pembelian |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 738 Ceramics Arts/Seni Keramik > 738.8 Other Products/Produk Lainnya |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 08 Apr 2026 07:44 |
| Last Modified: | 08 Apr 2026 07:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101898 |
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