SKRIPSI MBS

PENGARUH CELEBRITY ENDORSER, CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK SCARLETT WHITENING (Studi Kasus Pada Scarlett Whitening di Kota Surakarta)

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ABSRACT The purpose of this study is to find out the effect of celebrity endorser, brand image and product quality on consumer interest in buying Scarlett Whitening products in Surakarta. The type of research conducted is quantitative research using non-probability sampling method or more precisely with purposive sampling technique. The sample used in this study was 100 respondents with the criteria of having bought and seen an advertisement for Scarlett Whitening products at least once. Samples were taken using a questionnaire distributed via google form. The data from this study were processed and analyzed using instrument tests, classical assumption tests, model determination tests, multiple linear regression analysis and hypothesis testing with the help of SPSS version 23 software. The results of the study stated that celebrity endorsers had no effect on buying interest in Scarlett Whitening. Brand image has an influence on buying interest in Scarlett Whitening and product quality also has an influence on buying interest in Scarlett Whitening. Through this research, it is useful to increase knowledge and insight related to marketing management. Keywords: celebrity endorser, brand image, product quality, buying interest

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DIA p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 92 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

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

DIAN SULISTYOWATI

Versi lain/terkait

Lampiran Berkas

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