DEBARA, SEPTIANY (2021) PENGARUH CELEBRITY ENDORSER, CITRA MEREK, DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN MELALUI PERILAKU KONSUMEN KOSMETIK EMINA (Studi Pada Warga RW.005 Kelurahan Rawamangun, Kecamatan Pulogadung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh celebrity endorser, citra merek dan promosi penjualan terhadap loyalitas pelanggan melalui perilaku konsumen kosmetik Emina. Strategi yang digunakan dalam penelitian ini adalah strategi kuantitatif yang diukur dengan perhitungan korelasi (parsial dan simultan). Metoda pengambilan sampel yang digunakan yaitu non probability sampling, dengan menggunakan teknik purposive sampling. Responden dalam penelitian ini sebanyak 96 responden yang menggunakan produk kosmetik Emina. Analisis data yang digunakan dalam penelitian ini adalah analisis jalur (Path Analysis). Berdasarkan hasil perhitungan analisis, kesimpulannya adalah secara parsial diketahui bahwa celebrity endorser tidak berpengaruh terhadap loyalitas pelanggan. Citra merek tidak berpengaruh terhadap loyalitas pelanggan. Promosi penjualan berpengaruh secara signifikan terhadap loyalitas pelanggan. Perilaku konsumen berpengaruh secara signifikan terhadap loyalitas pelanggan. Celebrity endorser berpengaruh secara signifikan terhadap perilaku konsumen. Citra merek berpengaruh secara signifikan terhadap perilaku konsumen. Promosi penjualan tidak berpengaruh terhadap perilaku konsumen. Celebrity endorser melalui perilaku konsumen berpengaruh secara signifikan terhadap loyalitas pelanggan. Citra merek melalui perilaku konsumen berpengaruh secara signifikan terhadap loyalitas pelanggan. Promosi penjualan melalui perilaku konsumen tidak berpengaruh terhadap loyalitas pelanggan. This study aims to determine how much influence celebrity endorser, brand image and sales promotion have on customer loyalty through consumer behavior of Emina cosmetics. The strategy used in this study is a quantitative strategy which is measured by calculating the correlation (partial and simultaneous). The sampling method used is non-probability sampling, using purposive sampling technique. Respondents in this study were 96 respondents who used Emina cosmetic products. The data analysis used in this research is path analysis. The results based on the analysis, the conclusion is partially known that celebrity endorsers have no effect on customer loyalty. Brand image has no effect on customer loyalty. Sales promotion has a significant effect on customer loyalty. Consumer behavior has a significant effect on customer loyalty. Celebrity endorsers have a significant effect on consumer behavior. Brand image has a significant effect on consumer behavior. Sales promotion has no effect on consumer behavior. Celebrity endorser through consumer behavior has a significant effect on customer loyalty. Brand image through consumer behavior has a significant effect on customer loyalty. Sales promotion through consumer behavior has no effect on customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Celebrity Endorser, Citra Merek, Promosi Penjualan, Loyalitas Pelanggan, Perilaku Konsumen | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mrs SEPTIANY DEBARA | ||||||||
| Date Deposited: | 08 Sep 2021 07:31 | ||||||||
| Last Modified: | 08 Sep 2021 07:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4936 |
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