PENGARUH CELEBRITY ENDORSER, CITRA MEREK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU NIKE (Studi Kasus Nike Store Mal Kelapa Gading)

Mahendra Chipta, Ferry (2019) PENGARUH CELEBRITY ENDORSER, CITRA MEREK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU NIKE (Studi Kasus Nike Store Mal Kelapa Gading). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh celebrity endorser, citra merek, dan desain produk terhadap keputusan pembelian produk sepatu di Nike Store, Mal Kelapa Gading. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif, metoda yang digunakan dalam penelitian ini menggunakan metoda survei. Pengumpulan data menggunakan kuesioner dengan sampel sebanyak 300 responden yang melakukan pembelian di Nike Store Mal Kelapa Gading, Jakarta Utara. Metoda analisis statistik data yang digunakan dalam penelitian ini meliputi uji validitas, uji realibiltas, uji koefisien determinasi, serta pengujian hipotesis. Untuk pengolahan data dalam penelitian menggunakan program SPSS versi 24.0. Hasil penelitian menyimpulkan bahwa (1) Celebrity endorser secara parsial berpengaruh signifikan terhadap keputusan pembelian produk sepatu Nike, (2) Citra merek secara parsial berpengaruh signifikan terhadap keputusan pembelian produk sepatu Nike, (3) Desain produk secara parsial berpengaruh signifikan terhadap keputusan pembelian produk sepatu Nike, dan (4) Celebrity endorser, citra merek, serta citra merek secara simultan berpengaruh signifikan terhadap keputusan pembelian produk sepatu Nike di Nike Store Mal Kelapa Gading. Kata Kunci: Celebrity Endorser, Citra Merek, Desain Produk, dan Keputusan Pembelian ABSTRACT This study aims to determine how much influence the celebrity endorser, brand image, and product design on shoes purchasing decisions at the Nike Store, Mal Kelapa Gading. The strategy used in this study is an associative strategy, the method used in this study uses a survey method. Data collection using a questionnaire with a sample of 300 respondents who made a purchase at Nike Store Mal Kelapa Gading, North Jakarta.The method of statistical analysis of data used in this study includes the validity test, the reliability test, the coefficient of determination test, and hypothesis testing. For processing data in research using the SPSS program version 24.0. The results of the study concluded that (1) Celebrity endorser partially had a significant effect on purchasing decisions for Nike shoes, (2) Brand image partially had a significant effect on purchasing decisions for Nike shoes, (3) Product design partially had a significant effect on purchasing decisions for shoes products Nike, and (4) Celebrity endorser, brand image, and brand image simultaneously have a significant effect on purchasing decisions for Nike shoe products at Nike Store Mal Kelapa Gading. Keywords: Celebrity Endorser, Brand Image, Product Design, and Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorRamaditya, MuhammadUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 14 Dec 2021 04:42
Last Modified: 14 Dec 2021 04:42
URI: http://repository.stei.ac.id/id/eprint/6234

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