Pratiwi, Widea Dwi (2024) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC PADA E-COMMERCE (Studi Kasus Mahasiswa FEB Universitas PGRI Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
Widea Dwi Pratiwi. 2024. Pengaruh celebrity endorser, brand image, dan harga terhadap keputusan pembelian produk skincare Skintific pada ecommerce (Studi kasus Mahasiswa Universitas PGRI Madiun) . Skripsi. Program Studi Manajemen. Fakultas Ekonomi dan Bisnis. Universitas PGRI Madiun. Pembimbing (I) Dian Citaningtyas Ari Kadi, S.E.,M.M., Pendamping (II) Rihan Mustafa Zahri, S.E.,M.Ak Tujuan Penelitian ini untuk mengetahui apakah ada pengaruh celebrity endorser, brand image, dan harga terhadap keputusan pembelian produk skincare Skintific pada e-commerce (Studi kasus Mahasiswa Universitas PGRI Madiun) . Penelitian ini merupakan penelitian kuantitatif dengan menggunakan data primer. Sampel dalam penelitian ini adalah 324 responden yang merupakan mahasiswa , FEB Universitas PGRI Madiun.Teknik pengambilan sampel menerapkan purposive sampling. Teknik Pengumpulan data dilakukan dengan menyebar kuesioner. Pengujian data pada penelitian ini menerapkan program SPSS 25. Hasil penelitian ini menunjukan bahwa Celebrity endorser, brand image dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk skincare skintific pada e-commerce konsumen mahasiwa FEB Unversitas PGRI Madiun. Kata kunci: Celebrity endorser, brand image, harga, keputusan pembelian The Influence of Celebrity Endorser, Brand Image, and Price towards Purchasing Decisions for Skintific Skincare Products on E-Commerce (Case Study of Universitas PGRI Madiun Students). The aim of this study was to determine whether there was an influence of celebrity endorser, brand image, and price towards purchasing decisions for Skintific skincare products on e-commerce (Case study of Universitas PGRI Madiun Students). This study was a quantitative using primary data. The sample in this study was 324 respondents who were studying at FEB, Universitas PGRI Madiun. The sampling technique used purposive sampling. Data collection techniques were carried out by distributing questionnaires. Data testing in this study used the SPSS 25 program. The results of this study indicate that celebrity endorsers, brand image and price have a positive and significant effect towards purchasing decisions for skintific skincare products on e-commerce for FEB students at Universitas PGRI Madiun. Keywords: Celebrity Endorsers, Brand Image, Price, Purchasing Decisions.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Celebrity Endorsers, Brand Image, Price, Purchasing Decisions. |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PRATIWI DWI WIDEA |
| Date Deposited: | 03 Oct 2024 03:45 |
| Last Modified: | 03 Oct 2024 03:45 |
| URI: | http://eprint.unipma.ac.id/id/eprint/2080 |
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