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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 06/03/2025 11:00:12 • 66 Views
PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SHAMPO PANTENE (STUDI KASUS PADA MASYARAKAT KELURAHAN KEMANGGISAN, JAKARTA BARAT)Created by :
PUTRI NINGSIH ( 201111287 )
| Subject: | CELEBRITY ENDORSER
BRAND IMAGE
KEPUTUSAN PEMBELIAN SHAMPO | | Alt. Subject : | CELEBRITY ENDORSER
BRAND IMAGE
SHAMPOO PURCHASE DECISION | | Keyword: | Celebrity Endorser dan Brand Image
Keputusan Pembelian |
Description:
Penelitian ini bertujuan untuk mengetahui Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian shampo Pantene. Dalam penelitian ini variabel independen terdiri dari Celebrity Endorser dan Brand Endorser sedangkan variabel dependen adalah keputusan pembelian.
Metode analisis yang digunakan dalam penelitian ini adalah Regresi linier berganda. Populasi dalam penelitian ini adalah semua konsumen di wilayah Kelurahan Kemanggisan yang mengetahui tayangan iklan televisi shampo Pantene serta pernah membeli dan menggunakan shampo Pantene. Pengambilan sampel menggunakan metode purposive sampling. Dengan teknik quota sampling sebanyak 100 responden.
Hasil penelitian ini menunjukan bahwa keputusan pembelian dipengaruhi oleh celebrity endorser dan brand image sebesar 73%, sedangkan sisanya sebesar 27% dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini.
| Contributor | : |
- Dr. ARI ANGGARANI WINADI PRASETYONING TYAS, SE, MM
| | Date Create | : | 06/03/2025 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201111287 | | Collection ID | : | 201111287 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2025 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-celebrity-endorser-dan-brand-image-terhadap-keputusan-pembelian-shampo-pantene--studi-kasus-pada-masyarakat-kelurahan-kemanggisan-jakarta-barat-38395.html
[ Free Download - Free for All ]
 UEU-Undergraduate-38395-COVER.Image.Marked.pdf - 426 KB- UEU-Undergraduate-38395-HALAMAN PENGESAHAN.Image.Marked.pdf - 628 KB
- UEU-Undergraduate-38395-HALAMAN PERSETUJUAN.Image.Marked.pdf - 615 KB
- UEU-Undergraduate-38395-ABSTRAK.Image.Marked.pdf - 448 KB
- UEU-Undergraduate-38395-KATA PENGANTAR.Image.Marked.pdf - 550 KB
- UEU-Undergraduate-38395-DAFTAR TABEL.Image.Marked.pdf - 545 KB
- UEU-Undergraduate-38395-DAFTAR PUSTAKA.Image.Marked.pdf - 406 KB
- UEU-Undergraduate-38395-LAMPIRAN.Image.Marked.pdf - 619 KB
- UEU-Undergraduate-38395-BAB1.Image.Marked.pdf - 682 KB
[ FullText Content - Please, register first ]
1. UEU-Undergraduate-38395-BAB2.Image.Marked.pdf - 818 KB
2. UEU-Undergraduate-38395-BAB3.Image.Marked.pdf - 755 KB
3. UEU-Undergraduate-38395-BAB4.Image.Marked.pdf - 975 KB
4. UEU-Undergraduate-38395-BAB5.Image.Marked.pdf - 455 KB
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