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UEU » Undergraduate Theses » Manajemen
Posted by syntizakkiyahbarid@gmail.com at 31/10/2018 14:43:28  •  20 Views


ANALISIS PENGARUH HARGA DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE CITRA SAKURA FAIR UV HAND & BODY LOTION (STUDI KASUS KONSUMEN DI WILAYAH GROGOL PETAMBURAN JAKARTA BARAT)

Created by :
KHAIRUNNISA ( 201411036 )



SubjectPRODUK
SELEBRITI
IKLAN
Alt. Subject PRODUCTS
SELEBRITI
ADS
Keywordharga
celebrity endorser
brand image dan keputusan pembelian

Description:

Penelitian ini bertujuan untuk mengetahui pengaruh Harga dan Celebrity Endorser terhadap Keputusan Pembelian melalui Brand Image Citra Sakura Fair UV pada konsumen di Wilayah Grogol Petamburan Jakarta Barat. Harga dan Celebrity Endorser menjadi variabel independen, Brand Image menjadi variabel intervening sedangkan Keputusan Pembelian menjadi variabel dependen. Metode analisis dalam penelitian ini menggunakan Analisis Jalur (Path Analysis). Alat ukur yang digunakan adalah Uji Validitas, Uji Reliabilitas dan Path. Jumlah sampel dalam penelitian ini sebanyak 140 responden wanita minimal usia 17 tahun yang membelidan menggunakan hand and body lotion Citra Sakura Fair UV serta yang mengetahui FebbyRastanty sebagai celebrity endorser yang ditemui di Wilayah Grogol petamburan Jakarta Barat. Hasil ini menunjukkan adanya pengaruh Harga dan Celebrity Endorser terhadap Brand Image, Harga dan Celebrity Endorser terhadap Keputusan Pembelian, Brand Image terhadap Keputusan Pembelian, dan adanya pengaruh secara tidak langsung Harga terhadap Keputusan Pembelian melalui Brand Image, Selanjutnya Celebrity Endorser terhadap Keputusan Pembelian melalui Brand Image sebagai variabel intervening. Brand Image tidak memiliki kekuatan yang besar sebagai variabel intervening sehingga tidak dapat menjadi variabel intervening pada Harga dan Celebrity Endorser terhadap Keputusan Pembelian.

Date Create:31/10/2018
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-201411036
Collection ID:201411036


Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@perpustakaan Universitas Esa Unggul 2018


Publication URL :
http://digilib.esaunggul.ac.id/analisis-pengaruh-harga-dan-celebrity-endorser-terhadap-keputusan-pembelian-melalui-brand-image-citra-sakura-fair-uv-hand--body-lotion-studi-kasus-konsumen-di-wilayah-grogol-petamburan-jakarta-barat-11728.html




[ Free Download - Free for All ]

  1.  UEU-Undergraduate-11728-COVER.Image.Marked.pdf - 182 KB
  2.  UEU-Undergraduate-11728-PENGESAHAN.Image.Marked.pdf - 312 KB
  3.  UEU-Undergraduate-11728-PERSETUJUAN.Image.Marked.pdf - 287 KB
  4.  UEU-Undergraduate-11728-ORISINILITAS.Image.Marked.pdf - 473 KB
  5.  UEU-Undergraduate-11728-KATA PENGANTAR.Image.Marked.pdf - 253 KB
  6.  UEU-Undergraduate-11728-ABSTRAK.Image.Marked.pdf - 162 KB
  7.  UEU-Undergraduate-11728-DAFTAR ISI.Image.Marked.pdf - 249 KB
  8.  UEU-Undergraduate-11728-DAFTAR PUSTAKA.Image.Marked.pdf - 285 KB
  9.  UEU-Undergraduate-11728-LAMPIRAN 1.Image.Marked.pdf - 342 KB
  10.  UEU-Undergraduate-11728-LAMPIRAN 2.Image.Marked.pdf - 222 KB
  11.  UEU-Undergraduate-11728-LAMPIRAN 3.Image.Marked.pdf - 491 KB
  12.  UEU-Undergraduate-11728-LAMPIRAN 4.Image.Marked.pdf - 448 KB
  13.  UEU-Undergraduate-11728-LAMPIRAN 5.Image.Marked.pdf - 201 KB
  14.  UEU-Undergraduate-11728-LAMPIRAN 6.Image.Marked.pdf - 219 KB
  15.  UEU-Undergraduate-11728-LAMPIRAN 7.Image.Marked.pdf - 1375 KB
  16.  UEU-Undergraduate-11728-LAMPIRAN 8.Image.Marked.pdf - 205 KB
  17.  UEU-Undergraduate-11728-LAMPIRAN 9.Image.Marked.pdf - 351 KB
  18.  UEU-Undergraduate-11728-LAMPIRAN 10.Image.Marked.pdf - 372 KB
  19.  UEU-Undergraduate-11728-LAMPIRAN 11.Image.Marked.pdf - 190 KB
  20.  UEU-Undergraduate-11728-BAB I.Image.Marked.pdf - 382 KB

[ FullText Content - Please, register first ]

  1. UEU-Undergraduate-11728-BABII.Image.Marked.pdf - 558 KB
  2. UEU-Undergraduate-11728-BABIII.Image.Marked.pdf - 442 KB
  3. UEU-Undergraduate-11728-BABIV.Image.Marked.pdf - 684 KB
  4. UEU-Undergraduate-11728-BABV.Image.Marked.pdf - 175 KB

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brand , brand image dan keputusan pembelian , celebrity , celebrity endorser , dan , endorser , harga , image , keputusan , pembelian



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