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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 15/10/2018 15:57:03 • 893 Views
PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (STUDI KASUS IKLAN PRODUK PERAWATAN KECANTIKAN POND�S DI WILAYAH KELAPA DUA KABUPATEN TANGERANG)Created by :
FERA DESTIANI ( 201411091 )
| Subject: | IKLAN
BRANDING
INTERVENSI | | Alt. Subject : | ADVERTISING
BRANDING
INTERVENTION | | Keyword: | celebrity endorsement
brand awareness
purchase intention |
Description:
Penelitian ini bertujuan untuk mengetahui Pengaruh Celebrity Endorsement dengan Brand Awareness sebagai variabel intervening terhadap Purchase Intention Produk Perawatan Kecantikan Pond�s yang berada di wilayah Kelapa Dua Kabupaten Tangerang. Variabel eksogen terdiri dari Celebrity Endorsement, variabel endogen terdiri atas Purchase Intention dan variabel intervening terdiri atas Brand Awareness. Penelitian ini dilakukan pada konsumen yang berada di wilayah Kelapa Dua berniat membeli Produk Kecantikan Pond�s dan pernah menonton iklan Produk Kecantikan Pond�s minimal dalam rentang waktu 2 bulan terakhir. Sampel yang digunakan 100 responden, dengan teknik pengambilan sampel yaitu Purposive Sampling. Penelitian ini menggunakan teknik analisa Analisis Jalur (Path Analysis).
Hasil penelitian menunjukan bahwa Celebrity Endorsement dan Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Intention. Namun Brand Awareness sebagai variabel intervening tidak memiliki pengaruh yang lebih besar dari pada pengaruh langsungnya.
| Date Create | : | 15/10/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201411091 | | Collection ID | : | 201411091 |
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 :
https://digilib.esaunggul.ac.id/pengaruh-celebrity-endorsement-terhadap-purchase-intention-dengan-brand-awareness-sebagai-variabel-intervening-studi-kasus-iklan-produk-perawatan-kecantikan-ponds-di-wilayah-kelapa-dua-kabupaten-tangerang-11543.html
[ Free Download - Free for All ]
 UEU-Undergraduate-11543-COVER.Image.Marked.pdf - 400 KB- UEU-Undergraduate-11543-PENGESAHAN.Image.Marked.pdf - 212 KB
- UEU-Undergraduate-11543-PERSETUJUAN.Image.Marked.pdf - 208 KB
- UEU-Undergraduate-11543-KATA PENGANTAR.Image.Marked.pdf - 389 KB
- UEU-Undergraduate-11543-ABSTRAK.Image.Marked.pdf - 479 KB
- UEU-Undergraduate-11543-ABSTRACT.Image.Marked.pdf - 465 KB
- UEU-Undergraduate-11543-DAFTAR ISI.Image.Marked.pdf - 311 KB
- UEU-Undergraduate-11543-DAFTAR TABEL.Image.Marked.pdf - 298 KB
- UEU-Undergraduate-11543-DAFTAR GAMBAR.Image.Marked.pdf - 298 KB
- UEU-Undergraduate-11543-DAFTAR LAMPIRAN.Image.Marked.pdf - 297 KB
- UEU-Undergraduate-11543-DAFTAR PUSTAKA.Image.Marked.pdf - 504 KB
- UEU-Undergraduate-11543-LAMPIRAN 1.Image.Marked.pdf - 411 KB
- UEU-Undergraduate-11543-LAMPIRAN 2.Image.Marked.pdf - 538 KB
- UEU-Undergraduate-11543-LAMPIRAN 3.Image.Marked.pdf - 399 KB
- UEU-Undergraduate-11543-LAMPIRAN 4.Image.Marked.pdf - 399 KB
- UEU-Undergraduate-11543-LAMPIRAN 5.Image.Marked.pdf - 599 KB
- UEU-Undergraduate-11543-LAMPIRAN 6.Image.Marked.pdf - 1343 KB
- UEU-Undergraduate-11543-LAMPIRAN 7.Image.Marked.pdf - 548 KB
- UEU-Undergraduate-11543-LAMPIRAN 8.Image.Marked.pdf - 297 KB
- UEU-Undergraduate-11543-LAMPIRAN 9.Image.Marked.pdf - 339 KB
- UEU-Undergraduate-11543-LAMPIRAN 10.Image.Marked.pdf - 384 KB
- UEU-Undergraduate-11543-BABI.Image.Marked.pdf - 579 KB
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1. UEU-Undergraduate-11543-BABII.Image.Marked.pdf - 693 KB
2. UEU-Undergraduate-11543-BABIII.Image.Marked.pdf - 840 KB
3. UEU-Undergraduate-11543-BABIV.Image.Marked.pdf - 1027 KB
4. UEU-Undergraduate-11543-BABV.Image.Marked.pdf - 408 KB
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