FEBYAN, LARA (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK KOSMETIK LIPSTIK MAYBELLINE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of product quality, brand image, and celebrity endorsers on buying interest in Maybelline lipstick products, a case study of management study programme students at Mercu Buana University. The population in this study were active students of the management study programme at Mercu Buana University. This research was conducted using a quantitative descriptive approach. The data analysis method used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. The sampling used is purposive sampling, namely sampling to respondents who are deliberately selected and have met the predetermined criteria with a sample size of 100 respondents. The data collection technique uses primary data through distributing questionnaires via google form. The results of this study indicate that product quality has a positive and significant effect on buying interest, brand image has a positive and significant effect on buying interest and celebrity endorsers have a positive and significant effect on buying interest. Keywords: Purchase Interest, Product Quality, Brand Image, Celebrity Endorser Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, citra merek, dan celebrity endorser terhadap minat beli produk lipstik Maybelline studi kasus pada mahasiswa prodi manajemen Universitas Mercu Buana. Populasi dalam penelitian ini adalah mahasiswa aktif prodi manajemen Universitas Mercu Buana. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Pengambilan sampel yang digunakan adalah purposive sampling, yaitu pengambilan sampel kepada responden yang sengaja dipilih dan telah memenuhi kriteria-kriteria yang telah ditetapkan dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan data primer melalui penyebaran kuesioner melalui google form. Hasil dari penelitian ini menunjukkan bahwa kualitas produk bepengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap minat beli dan celebrity endorser berpengaruh secara positif dan signifikan terhadap minat beli. Kata Kunci : Minat Beli, Kualitas Produk, Citra Merek, Celebrity Endorser
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 298 |
| Call Number: | SE/31/24/223 |
| NIM/NIDN Creators: | 43119010405 |
| Uncontrolled Keywords: | Minat Beli, Kualitas Produk, Citra Merek, Celebrity Endorser |
| 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 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 07 Sep 2024 04:03 |
| Last Modified: | 07 Sep 2024 04:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91267 |
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