Vandiah, Hanarys (2022) PENGARUH BRAND IMAGE, BRAND TRUST DAN CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK SKINCARE SCARLETT (STUDI KASUS MAHASISWA STEI 2018 YANG BERBELANJA DI E-COMMERCE). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Brand Trust, dan Celebrity Endorser Terhadap Minat Beli Produk Skincare Scarlett (Studi Kasus Mahasiswa STEI Angkatan 2018). Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metoda survei. Populasi dalam penelitian ini adalah Mahasiswa STEI Angkatan 2018 yang pernah melakukan pembelian produk scarlett minimal 1 kali. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Sumber data penelitian ini merupakan data primer dan data sekunder. Metoda analisis yang digunakan dalam penelitian ini adalah Regresi Linier Berganda dengan SPSS versi 22. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari Brand Image, Brand Trust, dan Celebrity Endorser terhadap minat beli sebesar 66,7% sedangkan sisanya sebesar 33,3% dipengaruhi hal lain. Kata kunci : Brand Image, Brand Trust, Celebrity Endorse, Minat Beli ABSTRACT This study aims to determine the effect of Brand Image, Brand Trust, and Celebrity Endorser on purchase interest products Skincare Scarlett (Case Study of STEI Students Batch 2018). The strategy used in this research is associative research. The method used in this research is the survey method. The population in this study were STEI Students Batch 2018 who had purchased Scarlett products at least 1 time. The sample in this study were 100 respondents. Methods of data collection using a questionnaire. The data sources of this research are primary data and secondary data. The analytical method used in this study is Multiple Linear Regression with SPSS version 22. The results of this study indicate that there is a positive and significant influence of Brand Image, Brand Trust, and Celebrity Endorser on buying interest by 66.7% while the remaining 33.3% is influenced by other things. Keywords : Brand Image, Brand Trust, Celebrity Endorse, purchase interest
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | NN Hanarys Vandiah | ||||||||
| Date Deposited: | 17 Sep 2022 04:43 | ||||||||
| Last Modified: | 17 Sep 2022 04:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8369 |
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