Yudanta, Raditya Harja (2021) PENGARUH CITRA MEREK, MEDIA INSTAGRAM DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FYC (Studi Kasus di FYC Footwear Store Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, media instagram dan celebrity endorsment terhadap keputusan pembelian pada produk FYC (studi kasus di FYC Footwear store Bekasi). Metode penelitian yang digunakan dalam penelitian ini adalah metode asosiatif dengan pendekatan kualitatif yang dikuantitatifkan. Pengolahan data diolah menggunakan software statistik berupa SPSS versi 26.0 dan menggunkan metode sampel purposive sampling. Hasil pada penelitian ini membuktikan bahwa secara parsial citra merek berpengaruh terhadap keputusan pembelian, media instagram berpengaruh terhadap keputusan pembelian dan celebrity endorsment tidak berpengaruh terhadap keputusan pembelian. Secara simultan citra merek, media instagram dan celebrity endorsment berpengaruh terhadap keputusan pembelian. ABSTRACT The study is aims to find out the effect of brand image, IDEM instagram and celebrity endorsment toward the purchase decision on FYC product (Case Study ini FYC Footwear Store Bekasi). Associative method along with quantified qualitative approach were used by the writer as the method of this study. The data was collected with purposive sampling method and the writer used SPSS 26.0 version to process the collected data. The results of this study prove that partially brand image has effect on purchasing decisions, IDEM Instagram has effect on purchasing decisions and celebrity endorsement has no effect on purchasing decisions. Simultaneously, brand image, IDEM Instagram and celebrity endorsment have effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Citra Merek, Media Instagram, Celebrity Endorsment dan Keputusan Pembelian Brand Image, IDEM Instagram, Celebrity Endorsment and Purchase Decision | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr RADITYA HARJA YUDANTA | ||||||||
| Date Deposited: | 31 Mar 2021 02:59 | ||||||||
| Last Modified: | 31 Mar 2021 02:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4168 |
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