Setiyawan, Agung (2022) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN TESTIMONI TERHADAP MINAT BELI KONSUMEN PRODUK SCARLETT WHITENING (Studi Kasus Pada Warga Kelurahan Jatinegara Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk menguji atau menganalisis serta mengetahui pengaruh celebrity endorser, brand image, dan testimoni terhadap minat beli konsumen produk scarlett whitening. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuatitatif, yang diukur menggunakan metode uji asumsi klasik dengan PLS 3.3.9. Populasi yang digunakan adalah warga kelurahan jatinegara Jakarta timur dan sampel dengan menggunakan Maximum Likelihood Estimation (MLE), penelitian Ini mengunakan judgement sampling yang digunakan sebagai dasar pengambilan jumlah 100 sampel pada warga kelurahan jatinegara Jakarta timur. Data yang digunakan dalam penelitian ini berupa data primer yang dimana teknik pengambilannya dengan menggunakan kuesioner melalui google form. Hasil penelitian menunjukkan bahwa variabel : (1) Celebrity Endorser berpengaruh positif terhadap Minat Beli Produk Scarlett Whitening. (2) Brand Image berpengaruh positif terhadap Minat Beli Produk Scarlett Whitening. (3) Testimoni tidak berpengaruh positif terhadap Minat Beli Produk Scarlett whitening. This study aims to test or analyze and determine the effect of celebrity endorser, brand image, and testimonials on consumer buying interest in Scarlett Whitening products. This study uses associative research with a quantitative approach, which is measured using the classical assumption test method with PLS 3.3.9. The population used is residents of Jatinegara sub-district, East Jakarta and the sample is using Maximum Likelihood Estimation (MLE), this study uses judgment sampling which is used as the basis for taking 100 samples from residents of Jatinegara sub-district, East Jakarta. The data used in this study is primary data where the technique of retrieval is using a questionnaire via google form. The results showed that the variables: (1) Celebrity Endorser had a positive effect on Scarlett Whitening's Buying Interest in Products. (2) Brand Image has a positive effect on Scarlett Whitening's Product Buying Interest. (3) Testimonials have no positive effect on Scarlett Whitening's Product Buying Interest.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr Agung Setiyawan | ||||||||
| Date Deposited: | 15 Sep 2022 07:20 | ||||||||
| Last Modified: | 15 Sep 2022 07:20 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8373 |
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