PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus : Penggunaan Tasya Farasya sebagai celebrity endorser kecantikan terhadap pembelian produk kecantikan di Tokopedia)

PUJIASTUTI, MAIGITA and Nofiawaty, Nofiawaty and Rosa, Aslamia (2019) PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus : Penggunaan Tasya Farasya sebagai celebrity endorser kecantikan terhadap pembelian produk kecantikan di Tokopedia). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to analyze the influence of celebrity endorser on purchase decisions of beauty products on Tokopedia to a large number of bachelors’s degree students at Universitas Sriwijaya, Palembang campus. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected by using questionnaire and distributed to 100 respondents. The data were analyzed with the F test, T test, and multiple linear regression analysis. The results of the F test indicated that the Celebrity Endorser simultaneously influences the purchase decisions. The results of the T test showed that the namely Attractiveness (X2) and the Power (X3) have an effect on purchase decisions. In the multiple linear regression analysis, the dominant variable is the Power (X3) with a significance value of 0.00 and is the largest beta value (0.349).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kata kunci: Celebrity Endorser, Kredibilitas, Daya Tarik, Kekuatan, E-Commerce, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 4213 not found.
Date Deposited:	27 Jan 2020 07:24
Last Modified:	27 Jan 2020 07:24
URI:	http://repository.unsri.ac.id/id/eprint/25752

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