PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN WORD OF MOUTH TERHADAP PURCHASE DECISION

RUTH NATALINA, . (2022) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN WORD OF MOUTH TERHADAP PURCHASE DECISION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah: 1) Untuk menganalisis pengaruh celebrity endorser terhadap word of mouth MS Glow. 2) Untuk menganalisis pengaruh brand image terhadap word of mouth MS Glow. 3) Untuk menganalisis pengaruh celebrity endorser terhadap brand image MS Glow. 4) Untuk menganalisis pengaruh celebrity endorser terhadap purchase decision MS Glow. 5) Untuk menganalisis pengaruh brand image terhadap purchase decision MS Glow. 6) Untuk menganalisis pengaruh word of mouth terhadap purchase decision MS Glow. 7) Untuk menganalisis pengaruh celebrity endorser dan word of mouth terhadap purchase decision MS Glow. 8) Untuk menganalisis pengaruh brand image dan word of mouth terhadap purchase decision MS Glow. 9) Untuk menganalisis pengaruh celebrity endorser, brand image dan word of mouth terhadap purchase decision MS Glow. Objek pada penelitian ini yaitu 200 responden pelanggan di DKI Jakarta yang telah menggunakan produk MS Glow, dengan teknik purposive sampling. Teknik pengumpulan data yang digunakan yaitu dengan menyebarkan kuesioner. Penelitian ini menggunakan pendekatan Structural Equation Model (SEM) berbasis LISREL Versi 8.8. Kata Kunci : Celebrity Endorser, Brand Image, Word of mouth, Purchase Decision, MS Glow. *** The aims of this study are: 1) To analyze the significant effect of celebrity endorser on word of mouth MS Glow. 2) To analyze the significant effect of brand image on word of mouth MS Glow. 3) To analyze the significant effect of celebrity endorser on brand image MS Glow. 4) To analyze the significant effect of celebrity endorser on purchase decision MS Glow. 5) To analyze the significant effect of brand image on purchase decision MS Glow. 6) To analyze the significant effect of word of mouth on purchase decision MS Glow. 7) To analyze the significant effect of celebrity endorser and word of mouth on purchase decision MS Glow. 8) To analyze the significant effect of brand image and word of mouth on purchase decision MS Glow. 9) To analyze the significant effect of celebrity endorser, brand image and word of mouth on purchase decision MS Glow. The object of this research is 200 customer respondents in DKI Jakarta using MS Glow product, using purposive sampling technique. The data collection technique used is distributing questionnaires. This study uses a Structural Equation Model (SEM) approach based on LISREL version 8.8. Keywords: Celebrity Endorser, Brand Image, Word of mouth, Purchase Decision, MS Glow.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P, S.T., M.M ; 2). Andi Muhammad Sadat, SE., M.Si., Ph.D
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 17758 not found.
Date Deposited:	09 Mar 2023 02:23
Last Modified:	09 Mar 2023 02:23
URI:	http://repository.unj.ac.id/id/eprint/38262

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