CHASTUTI, DWI (2019) PENGARUH EWOM, BRAND IMAGE & CELEBRITY ENDORSER TERHADAP MINAT BELI ( Studi Kasus Kosmetik Make Over pada Mahasiswi STEI Rawamangun ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (140kB) |
|
Text (BAB 2)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (209kB) |
|
Text (BAB 3)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (257kB) |
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (322kB) |
|
Text (BAB 5)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (123kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh eWom, brand image & celebrity endorser terhadap minat beli produk kosmetik Make Over. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian kuantitatif. Metoda yang digunakan dalam penelitian ini adalah metoda purposive sampling. Populasi dalam penelitian ini adalah teknik sampling tidak terhingga dengan menggunakan rumus Arikunto. Sampel dalam penelitian ini adalah 68 mahasiswi yang menggunakan produk kosmetik Make Over. Metoda analisis data yang digunakan adalah koefisien determinasi dan pengujian hipotesis. Hasil penelitian menunjukkan secara parsial pengaruh eWom , brand image & celebrity endorser terhadap minat beli masing-masing sebesar 22,47%, 26,62% & 24,1% sedangkan sisanya dipengaruhi oleh variabel lain. Adapun secara berganda pengaruh citra merek, kualitas pelayanan dan harga terhadap kepuasan pelanggan adalah sebesar 64,9%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 10% disimpulkan bahwa secara eWom , brand image & celebrity endorser signifikan terhadap minat beli. Hasil pengujian hipotesis secara simultan menyimpulkan eWom , brand image & celebrity endorser berpengaruh signifikan terhadap minat beli. Kata kunci : eWom , Brand image , Celebrity endorser & Minat Beli ABSTRACT This study aims to determine how much influence eWom , brand image & celebrity endorser towards purchase intention of Make Over cosmetic product. The strategy used in this study is a quantitativ strategy. The method used in this research is purposive sampling method. The population in this study is the countless sampling techniques using the Arikunto’s formula. The sample in this study were 68 female stundents who use make over cosmetic products. The data analysis method used was the coefficient of determination and hypothesis testing The results showed partially the influence eWom , brand image & celebrity endorser towards purchase intention respectively 22,72%, 26,62%, and 24,1%, while the rest was influenced by other variables. As for the multiple effects of influence eWom , brand image & celebrity endorser towards purchase intention is 64,9%. Based on the results of hypothesis testing with a significant level of 10% it was concluded that partially influence eWom , brand image & celebrity endorser were significant to purchase intention. The results of simultaneous hypothesis testing conclude that influence eWom , brand image & celebrity endorser has a significant effect on customer satisfaction. Keywords: eWom , Brand image , Celebrity endorser & Purchase Intention
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 28 Dec 2021 03:59 | ||||||||
| Last Modified: | 28 Dec 2021 03:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6458 |
Actions (login required)
 |
View Item |
