Lestari, Putri Dwi (2025) PENGARUH BRAND IMAGE, BRAND AMBASSADOR, FANATISME, KELOMPOK REFERENSI, DAN CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN (STUDI KASUS PADA KONSUMEN HANDPHONE SAMSUNG DI KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to determine the influence of Brand Image, Brand Ambassador, Fanaticism, Reference Groups, and Celebrity Endorsers on Consumer Purchase Intentions (A Case Study of Samsung Smartphone Consumers in Madiun City).This research uses a quantitative method and descriptive analysis technique with a survey method. The total sample obtained is 384. The sampling method used is non-probability sampling with a purposive sampling technique. The research data were analyzed using SPSS version 25. The results of the study show that the variables Brand Image (X1), Brand Ambassador (X2), Fanaticism (X3), Reference Groups (X4), and Celebrity Endorser (X5) have a positive and significant effect on Consumer Purchase Intentions (Y) for Samsung smartphone consumers in Madiun City. Keywords: Brand Image, Brand Ambassador, Fanaticism, Reference Groups, Celebrity Endorser, and Consumer Purchase Intentions
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Brand Image, Brand Ambassador, Fanaticism, Reference Groups, Celebrity Endorser, and Consumer Purchase Intentions |
| Subjects: | A Social Sciences > H Social Sciences (General) A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | LESTARI DWI PUTRI |
| Date Deposited: | 12 Jun 2025 03:44 |
| Last Modified: | 12 Jun 2025 03:44 |
| URI: | http://eprint.unipma.ac.id/id/eprint/3105 |
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