PRATIWI, SEPTIA (2019) PENGARUH IKLAN TELEVISI, BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN GARNIER MEN FACIAL FOAM OLEH PRIA METROSEKSUAL DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is aims to know the influence of television advertisement, brand image, and celebrity endorser to consumer decision of purchasing garnier facial foam. Respondent in this research is society which is around West Jakarta. This study was conducted on 115 respondents by using Convinience Sampling. Data analysis used is statistical analysis in the form of SEM-PLS. The results of this study showed that the television advertising t test significant effect on purchasing decisions, brand image influence on purchasing decisions and celebrity endorser to the purchase decision.Bsed on the resuls of the research, it is adviseable for Garnier Men company to maintain and improve the use of television media, brand image and celebrity endorser as a medium to provide usefulness of product benefits, create innovations for the future and in order to attract consumers to display a good image in the minds of consumers to make purchase decisions of Garnier Men Facial Foam products. Keyword : Television Ads, Brand Image, and Celebrity Endorser on Purchase Decision Penelitian ini untuk mengetahui pengaruh iklan televisi, brand image, dan celebrity endorser terhadap keputusan pembelian garnier men facial foam .Responden pada penelitian ini adalah masyarakat yang berada sekitar Jakarta Barat. Penelitian ini dilakukan terhadap 115 responden dengan menggunakan convinience sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t iklan televisi berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh terhadap keputusan pembelian dan celebrity endorser terhadap keputusan pembelian. Berdasarkan hasil penelitian, bagi perusahaan Garnier MEN untuk mempertahankan dan meningkatkan pengunaan media televisi, brand image dan celebrity endorser sebagai media untuk memberikan kegunaan dari manfaat produk, menciptakan inovasi untuk kedepannya dan agar dapat menarik konsumen untuk menampilkan citra yang baik di benak konsumen dalam melakukan keputusan pembelian produk Garnier Men Facial Foam. Kata Kunci: Iklan Televisi, Brand Image, dan Celebrity Endorser terhadap Keputusan Pembelian.
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