PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP PEMBELIAN PRODUK (STUDI TENTANG PRODUK MENANTEA PADA MAHASISWA ILMU KOMUNIKASI FISIP UNSRI)

RAMADHAN, WAHYU and Alfatih, Andy and Andarini, Rindang Senja (2023) PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP PEMBELIAN PRODUK (STUDI TENTANG PRODUK MENANTEA PADA MAHASISWA ILMU KOMUNIKASI FISIP UNSRI). Undergraduate thesis, Sriwijaya University.

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Abstract

This research study is entitled "The Influence of Celebrity Endorser Credibility on Product Purchases (Study of Menantea Products for Communication Studies Students of FISIP UNSRI)". This study aims to determine whether there is an effect of celebrity endorser credibility on product purchases (Menantea) among Communication Studies Students at Sriwijaya University, Palembang Campus and to find out how much influence this has. To discuss this research, the theory used is the Aida theory put forward by E. St. Elmo Lewis. This research uses descriptive quantitative method. This research was conducted with a sample of 72 respondents, namely Communication Science Students, FISIP UNSRI. The data collection technique in this study was distributing questionnaires and studying documentation. Based on the results of the analysis of the research that has been done, it is found that from the linear regression explanative analysis, it is known that there is a significant effect with the simple linear regression equation model, namely Y = 0.915 + 11,322 on Celebrity Endorser Credibility on Purchase Decisions. This can be seen from the results of the t test, the value of tcount > ttable is 7,722> 1,993, so that H1 is accepted and H0 is rejected. The influence of the Celebrity Endorser Credibility Variable on Menantea product purchasing decisions is 46%.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	celebrity endorser, pembelian produk
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races > HT51-65 Human settlements. Communities H Social Sciences > HX Socialism. Communism. Anarchism > HX519-550 Communism/socialism in relation to special topics
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Wahyu Ramadhan
Date Deposited:	01 Feb 2023 06:04
Last Modified:	01 Feb 2023 06:04
URI:	http://repository.unsri.ac.id/id/eprint/88822

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