SKRIPSI MBS

ANALISIS PENGARUH HEALTY LIFESTYLE, CELEBRITY ENDORSER, DAN PERCEIVED PRICE TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN LEMONILO

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ABSTRACT Knowledge of purchasing behavior highlights the psychology of how consumers think, feel, argue and choose between existing alternatives (e.g. brands, products, and retailers), as well as how the consumer environment (e.g. culture, family, media). The application of healthy lifestyle, celebrity endorsers, and perceived price is expected to be the right strategy so that it can increase purchasing decisions. This study aims to test whether or not healthy lifestyle, celebrity endorsers, and perceived price have an influence on purchasing decisions for Lemonilo noodles. This type of research uses quantitative research methods. The population used in this study were Lemonilo noodle consumers in the Soloraya Region. Sampling technique using non probability sampling technique and purposive sampling. The sample size was 119 respondents. The data used is primary data derived from questionnaire answers. Primary data processing using SPSS 26 analysis. The results showed that Healthy Lifestyle has an effect on purchasing decision variables. Furthermore, Celebrity Endorser has no effect on purchasing decision variables. In addition, Perceived Price has a significant effect on purchasing decision variables. Keywords: Purchasing Decision, Healthy Lifestyle, Celebrity Endorser, and Perceived Price

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DIK a 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 115 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dikna Frisca Sari

Versi lain/terkait

Lampiran Berkas

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