ANALISIS PENGARUH ENDORSER PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PELEMBAB WAJAH PONDS FLAWLESS WHITE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

TRIASARI, REFLINA and Wahab, Zakaria and Nofiawaty, Nofiawaty (2011) ANALISIS PENGARUH ENDORSER PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PELEMBAB WAJAH PONDS FLAWLESS WHITE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are to know the influence of endorser advertisement on purchase decisions of Ponds Flawless White facial moisturizer and find out which variables of attractiveness, trustworthiness, and expertise of the most dominant influence on purchase decisions. Respondents in this research were 100 students. Method used was non probability sampling, mainly purposive sampling. Data analysis method was performed by multiple linier regression using SPSS Software. The result of this research indicate that overall advertising endorser has an influence on purchase decisions. From three variables of endorser advertisement which in research that is attractiveness, trustworthiness and expertise, only variable expertise having an effect on statistically to purchasing decision of 0.293. In this research obtained a new regression model is Y = 5.229 + 0.293 X3 In order company can maintain efficiency in advertising, it should choose a truly endorser that have a high credibility. And the company also needs to consider the quality of products to deal with ever-increasing competition.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Endorser Advertisement, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law. M Music and Books on Music > ML Literature of music > ML45 Circulars and advertisements
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	17 Jan 2022 03:51
Last Modified:	17 Jan 2022 03:51
URI:	http://repository.unsri.ac.id/id/eprint/60194

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