AJI, ILHAM SETIA (2021) PENGARUH CITRA MEREK, CELEBRITY ENDORSER, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen Smartphone Vivo). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, celebrity endorser, dan kualitas produk terhadap keputusan pembelian pada konsumen smartphone Vivo. Strategi dalam penelitian menggunakan Asosiatif dengan pendekatan kuantitatif. Populasi sasaran dalam penelitian ini adalah seluruh konsumen yang membeli produk merek smartphone merek Vivo dengan sampel sebanyal 100 responden. Teknik pengambilan sampel dalam peneleitian ini menggunakan teknik Non Probability Sampling dengan pendekatan Accidental Sampling , yaitu peneliti mengambil sampel teknik penentuan sampel berdasarkan kebetulan. Jenis data yang digunakan adalah kuantitatif. Data kuantitatif dalam penelitian ini merupakan data yang bersumber langsung dari responden yang disajikan dalam bentuk skala likert. Teknik pengumpulan data yang digunakan yaitu menyebarkan kuesioner atau angket secara online berupa google form. Metoda statistik data yang digunakan adalah statistik deskriptif dan Partial Least Square (PLS) dengan program SmartPLS versi 3.0. Hasil penelitian ini adalah terdapat pengaruh positif dan signifikan citra merek terhadap keputusan pembelian, terdapat pengaruh positif dan signifikan celebrity endorser terhadap keputusan pembelian, dan terdapat pengaruh positif dan tidak signifikan kualitas produk terhadap keputusan pembelian. Kata Kunci : Citra Merek, Celebrity Endorser, Kualitas Produk, dan Keputusan Pembelian. ABSTRAK This research aims to find out the effect of brand image, celebrity endorser, and product quality on purchasing decisions to consumer smartphone Vivo. Strategies in research use associative with quantitative approaches. The target population in this study was all consumers who purchased smartphone Vivo brand amartphone products with a sample of 100 respondents. The sampling technique in this study uses non probability sampling technique with Accidental Sampling approach, i.e. researchers take samples of sample determination technique based on coincidence. The type of data used is quantitative. Quantitative data in this study is data sourced directly from respondents presented in the form of likert scale. Data collection techniques are used by disseminating questionnaires or questionnaires. The data statistics method used are descriptive statistics and Partial Least Square (PLS) with SmartPLS program version 3.0. The result of this study is that there is a positive and significant influence of brand image onpurchase decisions, there is a positive and significant influence of celebrity endorser on purchase decisions, and there is a positive and insignificant influence of product quality on purchase decisions. Kata Kunci : Brand Image, Celebrity Endorser, Product Quality, and Purchasing Decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr Ilham Setia Aji | ||||||||
| Date Deposited: | 30 Dec 2021 02:47 | ||||||||
| Last Modified: | 30 Dec 2021 02:47 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6500 |
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