Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorsement Terhadap Keputusan Pembelian Maskara Maybelline (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Islam Riau)

Oktaviani, Desi (2021) Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorsement Terhadap Keputusan Pembelian Maskara Maybelline (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The study aims to analyze and prove whether product quality, brand image, and celebrity endorsement have an effect on purchasing decisions on Maybelline mascara products (a case study on economics and business student at the Islamic university of riau). The research was conducted using purposive sampling technique, the population taken in this study were students of the Islamic University Of Riau and the samples taken in this study were 30 respondents. The data analysis techniques used are validity and reliability tests, classical assumption test, multiple linear analysis, t test, and f test. The result of the T-test research, namely the quality of the product has a partial effect on purchasing decisions, brand image has a partial effect on purchasing decisions, and celebrity endorsement do not partially affect purchasing decisions. The results of the F-test study product quality, brand image and celebrity endorsement simultaneously affect product purchasing decisions (a case study on economics and business student at the Islamic university of riau).

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