Analisis Pengaruh Harga dan Celebrity Endorser pada Minat Beli Produk Kosmetik Surabaya

Masy'ulla, Siti (2020) Analisis Pengaruh Harga dan Celebrity Endorser pada Minat Beli Produk Kosmetik Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Tujuan dari penelitian ini ialah agar diketahuinya pengaruh harga dan celebrity endorser pada minat beli produk kosmetik Madame Gie. Hipotesis 1 adalah harga berpengaruh signifikan terhadap minat beli produk kosmetik Madame Gie dan hipotesis 2 ialah celebrity endorser berpengaruh signifikan terhadap minat beli produk kosmetik Madame Gie. Digunakanlah populasi anggota yang ada dalam grup belajar rias disosial media, facebook. Pengambilan sampel sejumlah 50 orang dengan digunakannya teknik purposive sampling yang syaratnya adalah orang-orang yang pernahmelihat iklan produk kosmetik Madame Gie yang dibintangi oleh Gisella Anastasia. Variabel bebasnya ialah harga dan celebrity endorser, dan variabel dependen pada penelitian ini ialah minat beli. Regresi linear berganda merupakan teknik analisis yang dimanfaatkan pada uji hipotesis didalam penelitian ini. Sebelum dilakukannya uji regresi linear berganda, dilakukan uji validitas dan reliabilitas. Ditunjukkan hasil yang valid dan reliabel oleh uji validitas serta uji reliabilitasnya. Hasil uji hipotesis menggunakan regresi linear bergan dan menunjukkan bahwa X1 (harga) dan X2 (celebrity endorser) berpengaruh signifikan terhadap Y (minat beli). Oleh karenanya, hipotesis 1 dan hipotesis 2 diterima. Kata Kunci : Harga, Celebrity Endorser, Minat Beli ABSTRACTION The purpose of this research is to be able to know price trends and celebrity support in buying Madame Gie's cosmetic products. Hypothesis 1 is the significant price of buying interest in Madame Gie's cosmetic products and Hypothesis 2 is a supporting celebrity that has a significant effect on buying interest in Madame Gie's cosmetics products. The population used in this study are members who are members of the social media learning makeup group, facebook. Sampling amounted to 50 people using purposive sampling techniques whose conditions are people who have seen Madame Gie's cosmetics product advertisement starring Gisella Anastasia. The independent variables are price and celebrity endorser, and the dependent variable in this study is buying interest. Multiple linear regression is an analysis technique used in hypothesis testing in this study. Prior to the multiple linear regression test, validity and re-liability tests were performed. Valid and reliable results are shown by the validity test and the reliability test. Hypothesis test results using linear regression and show that X1 (price) and X2 (celebrity endorser) have a significant effect on Y (buying interest). Therefore, hypothesis 1 and hypothesis 2 are accepted. Keywords: Price, Celebrity Endorser, Purchase Interest

Item Type: Thesis (Bachelor (S1))
Uncontrolled Keywords: Kata Kunci : Harga, Celebrity Endorser, Minat Beli Keywords: Price, Celebrity Endorser, Purchase Interest
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Siti Masy'ulla
Date Deposited: 10 Feb 2020 07:52
Last Modified: 10 Feb 2020 07:52
URI: http://erepository.uwks.ac.id/id/eprint/5685

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