PENGARUH CELEBRITY ENDORSER DAN PROMOSI PENJUALAN TERHADAP KEUNGGULAN MEREK SERTA PENGARUHNYA TERHADAP MINAT BELI SEPEDA MOTOR HONDA BEAT

Herawati, Hesti and Burda, Agustian (2020) PENGARUH CELEBRITY ENDORSER DAN PROMOSI PENJUALAN TERHADAP KEUNGGULAN MEREK SERTA PENGARUHNYA TERHADAP MINAT BELI SEPEDA MOTOR HONDA BEAT. PENGARUH CELEBRITY ENDORSER DAN PROMOSI PENJUALAN TERHADAP KEUNGGULAN MEREK SERTA PENGARUHNYA TERHADAP MINAT BELI SEPEDA MOTOR HONDA BEAT. (Unpublished)

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Abstract

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Celebrity Endorser dan Promosi Penjualan Terhadap Keunggulan Merek Serta Pengaruhnya Terhadap Minat Beli Sepeda Motor Honda Beat. Populasi dalam penelitian ini adalah Dosen, Karyawan dan Mahasiswa di Sekolah Tinggi Ilmu Ekonomi Indonesia yang menggunakan Sepeda Motor merek Honda Beat. Penelitian ini mengggunakan metode survey analisis kuantitatif. Pengumpulan data dengan menggunakan kuesioner sebanyak 250 responden. Teknik pengambilan sampel yang digunakan adalah purpose sampling. Metode analisis data adalah uji vadilitas, uji reliabilitas, analisis koefisien determinasi, uji T, uji f menggunakan SPSS 26.00. Berdasarkan hasil pengujian hipotesis uji t secara parsial, menunjukan bahwa pengaruh celebrity endorser secara parsial terdapat pengaruh yang signifikan antara celebrity endorser dengan keunggulan merek. Pengaruh yang signifikan antara promosi penjualan dengan keunggulan merek. Pengaruh yang signifikan antara celebrity endorser dengan minat beli. Pengaruh yang signifikan antara promosi penjualan dengan minat beli. Pengaruh yang signifikan antara keunggulan merek dengan minat beli. Pengujian hipotesis uji f secara simultan terdapat pengaruh signifikan antara celebrity endorser, promosi penjualan, keunggulan merek, terhadap minat beli sepeda motor matic Honda Beat. Kata Kunci : Celebrity Endorser, Promosi Penjualan, Keunggulan Merek, Minat Beli. The purpose of this study was to determine the effect of Celebrity Endorser and Sales Promotion on Brand Advantage and the Effect on Purchase Intention of a Honda Beat Motorcycle. The population in this study were Lecturers, Employees and Students at the Indonesian School of Economics who used Honda Beat motorbikes. This study uses a quantitative analysis survey method. Data collection using a questionnaire as many as 250 respondents. The sampling technique used was purpose sampling. The data analysis method is vadility test, reliability test, determination coefficient analysis, T test, f test using SPSS 26.00. Based on the results of testing the hypothesis t test partially, it shows that the effect of celebrity endorser partially there is a significant influence between celebrity endorsers and brand excellence. A significant influence between sales promotion and brand advantage. The significant influence between celebrity endorser and purchase interest. Significant influence between sales promotion and purchase intention. Significant influence between brand advantage and purchase intention. Simultaneous testing of the f-test hypothesis there is a significant influence between celebrity endorsers, sales promotion, brand excellence, on the purchase interest of Honda Beat matic motorbikes. Celebrity Endorser, Sales Promotion, Brand Advantage, Purchase Interest.

Item Type: Article
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 1156 not found.
Date Deposited: 30 Oct 2020 01:47
Last Modified: 30 Oct 2020 01:47
URI: http://repository.stei.ac.id/id/eprint/1478

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