PENGARUH SELEBRITI ENDORSER TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN APLIKASI RUANGGURU (Studi Pada Pelajar SMA & SMK Di Kecamatan Ilir Timur II Kota Palembang)

MIRNA, INGGIT KHANSA and Widad, Ahmad and Nofiawaty, Nofiawaty (2020) PENGARUH SELEBRITI ENDORSER TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN APLIKASI RUANGGURU (Studi Pada Pelajar SMA & SMK Di Kecamatan Ilir Timur II Kota Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of celebrity endorsers on consumer decision using the Ruangguru application. The research data type was quantitative study which have collected by filling out the questionnaire and then converted to Likert scale in measurement. The population was senior high school and vocational high school students at Ilir Timur II Sub District of Palembang City. Sampling technique was taken with non probability that is purposive sampling method. There were 100 respondents who had participated in this study. The research instrument tests in this study were validity test and reliability test. The data were analyzed by the simultaneous test (f), partial test (t) and Multiple Linear Regression Analysis. The results were showed that celebrity endorser variables which partially influence consumer decision using Ruangguru Applications were expertise variables and similarity variables. Celebrity Endorser variables were affected to the Consumer Decision Using the Ruangguru Application simultaneously.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Celebrity Endorser and Consumer Decisions
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 3506 not found.
Date Deposited:	07 Aug 2020 08:30
Last Modified:	07 Aug 2020 08:30
URI:	http://repository.unsri.ac.id/id/eprint/32228

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