Yunus, Fahira Muhammad (2021) Pengaruh Kualitas Produk, Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Skin Care Pada Klinik Kecantikan Ms Glow Bekasi. Skripsi thesis, Sekolah Tingi Ilmu Ekonomi Indonesia (STIEI).
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Abstract
Penelitian ini dilatar belakangi oleh kualitas produk, celebrity endorser dan brand image terhadap keputusan pembelian skin care pada klinik kecantikan ms glow Bekasi. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, celebrity endorser dan brand image terhadap keputusan pembelian skin care pada klinik kecantikan MS Glow Bekasi. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan teknik pengumpulan data menggunakan kuesioner yang terdiri dari 23 pernyataan meliputi kualitas produk, celebrity endorser, brand image, dan keputusan pembelian. Sampel penelitian ini menggunakan random sampling, yang diambil dengan metode margin of error sehingga didapatkan subjek penelitian sebanyak 96 sampel. Analisis data yang digunakan adalah analisis deskriptif kuantitatif. Hasil analisis data yang diperoleh menunjukkan bahwa kualitas produk dan brand image berpengaruh terhadap keputusan pembelian, sedangkan celebrity endorser tidak berpengaruh terhadap keputusan pembelian, namun kualitas produk, celebrity endorser dan brand image berpengaruh secara simultan terhadap keputusan pembelian skin care klinik kecantikan MS Glow Bekasi. This research is motivated by the quality of products, celebrity endorser and brand image to the decision to purchase skin care at the beauty clinic ms glow Bekasi. This research aims to find out the influence of product quality, celebrity endorser and brand image on skin care purchase decisions at MS Glow Bekasi beauty clinic. This research is a quantitative descriptive research with data collection techniques using questionnaires consisting of 23 statements covering product quality, celebrity endorser, brand image, and purchasing decisions. This study sample uses random sampling, which is taken by margin of error method so that 96 samples were obtained by the study subjects. The data analysis used is quantitative descriptive analysis. The results of the data analysis obtained show that the quality of products and brand image affects the purchase decision, while celebrity endorser has no effect on the purchase decision, but the quality of the product, celebrity endorser and brand image simultaneously affect the decision to purchase skin care beauty clinic MS Glow Bekasi.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Kualitas Produk, Celebrity Endorser, Brand Image, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | FAHIRA MUHAMMAD YUNUS | ||||||||
| Date Deposited: | 14 Oct 2021 07:45 | ||||||||
| Last Modified: | 14 Oct 2021 07:45 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5410 |
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