Image of Pengaruh Kredibilitas Celebrity Endorser (Marsha Aruan), Persepsi Nilai, Dan Brand Credibility Terhadap Niat Beli Produk Kosmetik Emina

SKRIPSI MBS

Pengaruh Kredibilitas Celebrity Endorser (Marsha Aruan), Persepsi Nilai, Dan Brand Credibility Terhadap Niat Beli Produk Kosmetik Emina

ABSTRACT

This study aims to analyze the effect of credibility celebrity endorser
(Marsha Aruan), perceived value and brand credibility on purchase intention of
Emina's cosmetic products. The type of research used is quantitative research. In
this study, the sampling technique used was non-probability sampling and the type
of sampling used was purposive sampling. The number of samples used was 100
respondents. Methods of data collection using online questionnaires using google
form. Methods of data analysis in this study using multiple linear regression
analysis. Data processing used the SPSS (Statistical Package for Social Sciences)
program version 23.
In this study, it consisted of two variables, namely the dependent variable
(X) and the independent (Y). The dependent variable in this study is purchase
intention, while the independent variables are credibility celebrity endorser,
perceived value and brand credibility. The results of this study indicate that
credibility celebrity endorser, perceived value and brand credibility have a
significant effect on purchase intention of Emina's cosmetic products. The analysis
showed that the credibility celebrity endorser, perceived value, and brand
credibility gave an effect of 57.3% on the intention to buy Emina's cosmetic
products.

Keywords : Credibility Celebrity Endorser, Value Perception, Brand Credibility,
Purchase Intention

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 TRI p 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 112 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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