PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA GILDAK RAWAMANGUN)

PARULIAN, ROMA YULI (2021) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA GILDAK RAWAMANGUN). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh antara celebrity endorser, brand image dan brand trust terhadap keputusan pembelian pada Gildak Rawamangun.Penelitian ini menggunakan jenis penelitian asosiatif dan pendekatan kuantitatif. Sampel didalam penelitian ini berjumlah 100 responden dan dengan menggunakan purposive sampling. Metoda pengolahan data didalam penelitian ini menggunakan alat SPSS versi 26.0 dan analisis data menggunakan uji validitas, uji reliabilitas, koefisien determinasi, uji T dan uji F. Hasil penelitian ini menunjukkan bahwa variabel Celebrity Endorser tidak berpengaruh signifikan terhadap Keputusan Pembelian, variabel Brand Image berpengaruh signifikan terhadap Keputusan Pembelian, variabel Brand Trust tidak berpengaruh signifikan terhadap Keputusan Pembelian dan secara simultan dapat dikatakan bahwa variabel Celebrity Endorser, Brand Image dan Brand Trust berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci : Celebrity Endorser, Brand Image, Brand Trust dan Keputusan Pembelian. ABSTRACT This study aims to see the influence between celebrity endorser, brand image and brand trust on purchase decision Gildak Rawamangun. This research uses an associative research type and a quantitative approach. The sample in this study were 100 respondents using purposive sampling. The data processing method in this study used SPSS version 26.0 and data analysis using validity test, reliability test, coefficient of determination, T test and F test. These results indicate that the Celebrity Endorser variable had no significant effect on Purchase Decision, the Brand Image variable had a significant effect on Purchase Decision, the Brand Trust variable had no significant effect on Purchase Decision and simultaneously it can be said that Celebrity Endorser, Brand Image and Brand Trust had a significant effect on Purchase Decision. Keywords : Celebrity Endorser, Brand Image, Brand Trust and Purchase Decision.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNoersanti, Lina0311017701lina_noersanti@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ROMA YULI PARULIAN
Date Deposited: 15 Nov 2021 08:00
Last Modified: 15 Nov 2021 08:00
URI: http://repository.stei.ac.id/id/eprint/5844

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