Ester Sarah, Sihombing (2022) PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT DI JABODETABEK. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
This study aims to determine the effect of celebrity endorser, product quality, price on purchasing decisions for scarlett products in Jabodetabek. The research strategy used in this research is an associative research strategy with the research method used is the survey method. In this study, researchers used quantitative data, namely the results of questionnaires filled out by respondents who were consumers of Scarlett products. The results of the study prove that: 1) Celebrity Endorser has an effect on purchasing decisions, 2) Product quality has an effect on purchasing decisions, 3) price has an effect on purchasing decisions, and 4) celebrity endorser, product quality, and price have an effect on purchase intention. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, kualitas produk,harga terhadap keputusan pembelian produk scarlett di jabodetabek. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi penelitian yang bersifat asosiatif dengan metode penelitian yang digunakan adalah metode survey. Dalam penelitian ini, peneliti menggunakan data yang bersifat kuantitatif yaitu berupa hasil kuesioner yang diisi oleh responden yang merupakan konsumen produk scarlett. Hasil penelitian membuktikan bahwa: 1) Celebrity Endorser berpengaruh terhadap keputusan pembelian, 2) Kualitas Produk berpengaruh terhadap keputusan pembelian, 3) harga berpengaruh terhadap keputusan pembelian, dan 4) celebrity endorser, Kualitas produk, dan harga berpengaruh terhadap keputusan pembelian.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Celebrity Endorser, Kualitas Produk, Harga dan Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ESTER SARAH SIHOMBING | ||||||||
| Date Deposited: | 18 Jul 2022 06:59 | ||||||||
| Last Modified: | 18 Jul 2022 06:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7715 |
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