PRASETIO, RAMA DEWO (2019) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Cakekinian Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the influence of celebrity endorser, brand image and product quality on purchase decisions. This research was conducted in Cakekinian product. The population of this research is all customers of Cakekinian. This research was done to 165 respondents by using purposive sampling method. Data analysis method performed by analysis SEM-PLS. The results of this research shows that brand image of positive and significant work on purchase decisions and product quality has a positive and significant on purchase decisions of Cakekinian. While the celebrity endorser is not comparable with purchase decisions. Keywords: Celebrity Endorser, Brand Image, Product Quality, Purchase Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, brand image dan kualitas produk terhadap keputusan pembelian. Penelitian ini dilakukan pada produk Cakekinian. Populasi penelitian ini adalah seluruh customers Cakekinian. Penelitian ini dilakukan terhadap 165 orang responden dengan menggunakan metode sampling purposive sampling. Metode analisis data dilakukan dengan analisis SEM-PLS. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Cakekinian. Sedangkan celebrity endorser tidak berpengaruh terhadap keputusan pembelian. Kata kunci : Celebrity Endorser, Brand Image, Kualitas Produk, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 913 |
| NIM/NIDN Creators: | 43115110070 |
| Uncontrolled Keywords: | Celebrity Endorser, Brand Image, Kualitas Produk, Keputusan Pembelian. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 25 Nov 2021 07:33 |
| Last Modified: | 17 Apr 2023 07:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50877 |
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