Image of PENGARUH CELEBRITY ENDORSEMENT, BRAND IMAGE DAN HARGA DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI GENERASI Z PADA PRODUK SKINCARE MS GLOW

SKRIPSI MBS

PENGARUH CELEBRITY ENDORSEMENT, BRAND IMAGE DAN HARGA DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI GENERASI Z PADA PRODUK SKINCARE MS GLOW

ABSTRACT

This study aims to analyze how the influence of celebrity endorsement, brand
image, and price on Instagram social media on the buying interest of Generation Z
on MS Glow skincare products. The approach used is a quantitative approach with
a sampling technique using a non probably sampling method with a purposive
sampling approach.
The data were analyzed statistically using multiple linear regression analysis.
The source of data used in this study is primary data using the SPSS software
analysis tool version 2.3. The subjects of this study were 100 respondents who had
seen MS Glow product advertisements on Instagram with the data collection
method using questionnaires.
The results of the analysis show simultaneously that celebrity endorsement,
brand image, and price on social media Instagram have a positive and significant
effect on buying interest in Generation Z on MS Glow skincare products. However,
judging by the results of descriptive statistics, the most influential is the price
variable caused by the pricing of MS Glow products according to the quality
obtained by the respondents. It is concluded that if celebrity endorsements have
high ability and popularity in product promotion, as well as a positive brand image
and affordable pricing and prices according to quality, it will increase buying
interest in Generation Z on Instagram social media.
Keywrods : celebrity endorsement, brand image, price, generation z buying interest.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3KRI p 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 128 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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