PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PT. MEETCATION GLOBAL TRAVELINDO)

Anzani Kinanti Azzahra, . (2024) PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PT. MEETCATION GLOBAL TRAVELINDO). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini untuk mengetahui dan menganalisis: pengaruh Celebrity Endorser terhadap keputusan pembelian di PT. Meetcation Global Travelindo. Metode penelitian yang digunakan adalah pendekatan deskriptif kuantitatif. Populasi dalam penelitian ini adalah customer PT. Meetcation Global Travelindo. Pengambilan sampel menggunakan metode non probability sampling, diperoleh dari 60 responden yang berpartisipasi. Teknik pengumpulan data dengan observasi, wawancara dan penyebaran kuesioner. Analisis data menggunakan Analisis statistik deskriptif dengan nilai rata-rata serta SPSS. Hasil penelitian menunjukkan hasil bahwa hipotesis terbukti memiliki pengaruh positif dan signifikan. Variabel Celebrity Endorser dapat mempengaruhi terhadap keputusan pembelian, Kata kunci: Celebrity Endorser, Keputusan Pembelian. Purpose of this research is to determine and analyze: the influence of Celebrity Endorsers on purchasing decisions at PT. Travelindo Global Meetcation. The research method used is a quantitative descriptive approach. The population in this research is customers of PT. Travelindo Global Meetcation. Sampling used a non-probability sampling method, obtained from 60 respondents who participated. Data collection techniques include observation, interviews and distributing questionnaires. Data analysis uses descriptive statistical analysis with average values and SPSS. The research results show that the hypothesis is proven to have a positive and significant influence. The Celebrity Endorser variable can influence purchasing decisions. Keywords: Celebrity Endorser, Purchase Decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Rezka Fedrina, SST.par, MM 2). Rinie Octaviany Hasan ,M.Si., M.M.par
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunitas Sosial, Ras dan Kelompok Ilmu Sosial > Kewirausahaan Ilmu Sosial > Komunikasi Ilmu Sosial > Pariwisata Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Anzani Kinanti Azzahra .
Date Deposited:	25 Jul 2024 01:08
Last Modified:	25 Jul 2024 01:08
URI:	http://repository.unj.ac.id/id/eprint/46366

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