RUTH NATALINA, . (2022) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DANWORDOFMOUTH TERHADAP KEPUTUSAN PEMBELIAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Tujuan penelitian ini adalah: 1) Untuk menganalisis pengaruh celebrity endorserterhadap word of mouth MS Glow. 2) Untuk menganalisis pengaruh brand imageterhadap word of mouth MS Glow. 3) Untuk menganalisis pengaruh celebrityendorser terhadap brand image MS Glow. 4) Untuk menganalisis pengaruhcelebrity endorser terhadap purchase decision MS Glow. 5) Untuk menganalisispengaruh brand image terhadap purchase decision MS Glow. 6) Untukmenganalisis pengaruh word of mouth terhadap purchase decision MS Glow. 7) Untuk menganalisis pengaruh celebrity endorser dan word of mouth terhadappurchase decision MS Glow. 8) Untuk menganalisis pengaruh brand image danword of mouth terhadap purchase decision MS Glow. 9) Untuk menganalisispengaruh celebrity endorser, brand image dan word of mouth terhadap purchasedecision MS Glow. Objek pada penelitian ini yaitu 200 responden pelanggandi DKI Jakarta yang telah menggunakan produk MS Glow, dengan teknik purposivesampling. Teknik pengumpulan data yang digunakan yaitu dengan menyebarkankuesioner. Penelitian ini menggunakan pendekatan Structural Equation Model (SEM) berbasis LISREL Versi 8.8. ********************************************* The aims of this study are: 1) To analyze the significant ef ect of celebrityendorser on word of mouth MS Glow. 2) To analyze the significant ef ect of brandimage on word of mouth MS Glow. 3) To analyze the significant ef ect of celebrityendorser on brand image MS Glow. 4) To analyze the significant ef ect of celebrity endorser on purchase decision MS Glow. 5) To analyze the significant ef ect of brand image on purchase decision MS Glow. 6) To analyze thesignificant ef ect of word of mouth on purchase decision MS Glow. 7) To analyzethe significant ef ect of celebrity endorser and word of mouth on purchasedecision MS Glow. 8) To analyze the significant ef ect of brand image and wordof mouth on purchase decision MS Glow. 9) To analyze the significant ef ect of celebrity endorser, brand image and word of mouth on purchase decisionMSGlow. The object of this research is 200 customer respondents in DKI Jakartausing MS Glow product, using purposive sampling technique. The data collectiontechnique used is distributing questionnaires. This study uses a Structural Equation Model (SEM) approach based on LISREL version 8.8.
| 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 , Business |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | PKL . |
| Date Deposited: | 06 Oct 2024 23:29 |
| Last Modified: | 06 Oct 2024 23:29 |
| URI: | http://repository.unj.ac.id/id/eprint/51284 |
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