Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian produk air mineral J water

Agnesti, Enggrasia Putri (2024) Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian produk air mineral J water. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Tujuan penelitian tertulis yakni mengetahui suatu pengaruh dengan langsung celebrity endorser dan brand image pada keputusan pembelian produk air mineral J Water. Sedangkan tujuan penelitian tertulis ialah mengetahui pengaruh tidak langsung celebrity endorser dan brand image pada keputusan pembelian produk air mineral J Water. Penelitian tertulis menggunakan metode kuantitatif. Populasi penelitian ialah mahasiswa Universitas Wijaya Kusuma Surabaya yang pernah melaksanakan pembelian produk air mineral J Water. Besar sampel ialah 90. Teknik pengambilan sampel dengan purposive sampling yaitu kriteria yang ditentukan. Sumber data dikumpulkan melalui penyebaran kuesioner. Teknik analisis data penelitian tertulis ialah Analisis Regresi Linier Berganda dengan software SPSS. Berdasarkan hasil pengujian, Celebrity endorser dengan pengaruh positif serta signifikan pada keputusan pembelian, sedangkan Brand image dengan pengaruh positif serta signifikan pada keputusan pembelian. Kata kunci : Celebrity endorser, Brand image, dan Keputusan Pembelian ABSTRACT The aim of the written research is to determine the direct influence of celebrity endorsement and brand image on purchasing decisions for J Water mineral water products. Meanwhile, the aim of the written research is to determine the indirect influence of celebrity endorsement and brand image on purchasing decisions for J Water mineral water products. Written research uses quantitative methods. The research population was students at Wijaya Kusuma University, Surabaya who had purchased J Water mineral water products. The sample size is 90. The sampling technique is purposive sampling, namely the specified criteria. Data sources were collected through distributing questionnaires. The written research data analysis technique is Multiple Linear Regression Analysis with SPSS software. Based on the test results, Celebrity endorsers have a positive and significant influence on purchasing decisions, while Brand image has a positive and significant influence on purchasing decisions. Keywords : Celebrity endorser, Brand image, and Purchase Decisions

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Kata kunci : Celebrity endorser, Brand image, dan Keputusan Pembelian
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	61201 Enggrasia Putri Agnesti UWKS
Date Deposited:	04 Apr 2024 05:28
Last Modified:	04 Apr 2024 05:28
URI:	http://erepository.uwks.ac.id/id/eprint/17784

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