SKRIPSI MBS

PENGARUH CELEBRITY ENDORSER, CONSUMER ETHNOCENTRISM, DAN PERCEIVED VALUE TERHADAP NIAT BELI SEPATU LOKAL VENTELA (Studi pada Mahasiswa UIN Raden Mas Said Surakarta)

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ABSTRACT His study aims to determine the effect between celebrity endorser variabels, consumer ethnocentrism, and perceived value on the purchase intention variabel of Ventela local shoes. The type of research used is quantitative. The population of this study are undergraduate students of UIN Raden Mas Said Surakarta who have the criteria to recognize the Ventela shoe brand. The sampling technique used is non-probability sampling with purposive sampling technique. Meanwhile, the number of samples involved in this study were 145 respondents. The variabels used in this study consist of independent variabels involving celebrity endorsers, consumer ethnocentrism, and perceived value. As for the independent variabel, the researcher involves the purchase intention Variabel for testing. The analysis method used in this study is multiple linear regression which uses IBM SPSS 25 for data processing. Based on the results of this study, it shows that the celebrity endorser variabel has a positive and significant effect on purchase intention, the consumer ethnocentrism variabel has a negative effect and significant on purchase intention, and perceived value has a positive and significant effect on purchase intention. Keywords: Celebrity endorser, Consumer ethnocentrism, Perceived value, Purchase Intention

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 AST p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 116 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

Astika Cahyani

Versi lain/terkait

Lampiran Berkas

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