Pengaruh Selebriti Endorser,, Online Review Dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Erigo Di Surabaya

manggala, Rozi afid dianto (2025) Pengaruh Selebriti Endorser,, Online Review Dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Erigo Di Surabaya. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh selebriti endorser, ulasan online, dan persepsi kualitas produk terhadap keputusan pembelian produk merek Erigo di Surabaya. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Erigo di Surabaya. Analisis data dilakukan dengan metode regresi linier berganda untuk menguji pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa selebriti endorser, online review, dan persepsi kualitas produk berpengaruh signifikan terhadap keputusan pembelian konsumen. Temuan ini memberikan kontribusi bagi pengembangan strategi pemasaran khususnya di industri fashion, serta dapat menjadi referensi bagi perusahaan dalam mengoptimalkan strategi promosi dan pencitraan produk melalui media digital. Kata kunci: selebriti endorser, ulasan online, persepsi kualitas produk, keputusan pembelian, Erigo ABSTRACT This study aims to analyze the influence of celebrity endorsers, online reviews, and product quality perception on consumers’ purchase decisions of the Erigo brand in Surabaya. The research uses a quantitative approach with data collected through questionnaires distributed to 100 respondents who are Erigo consumers in Surabaya. The data were analyzed using multiple linear regression to examine the influence of each independent variable on the dependent variable. The findings reveal that celebrity endorsers, online reviews, and product quality perception have a significant effect on purchase decisions. These results contribute to the development of marketing strategies, particularly in the fashion industry, and serve as a reference for companies to optimize their promotional and product branding strategies through digital media. Keywords: celebrity endorser, online review, product quality perception, purchase decision, Erigo

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	selebriti endorser, ulasan online, persepsi kualitas produk, keputusan pembelian, Erigo
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Rozi afid dianto manggala UWKS
Date Deposited:	24 Oct 2025 02:08
Last Modified:	24 Oct 2025 02:08
URI:	http://erepository.uwks.ac.id/id/eprint/21751

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