Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Skincare Scarlett Whitening (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Islam Riau)

Sasmi, Natasya Arditya i (2021) Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Skincare Scarlett Whitening (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the influence of celebrity endorser and brand image on purchasing decisions of Scarlett Whitening skincare for students of the Faculty of Economics and Business, Islamic University of Riau. The sampling technique used was purposive sampling, which was based on the objectives set by the researcher for female students who had used Scarlett Whitening skincare, the total sample of the study was 50 respondents. The data analysis technique in this study used SPSS 22 using multiple regression test. The results showed that the celebrity endorser and brand image partially and simultaneously had a positive and significant influence on purchasing decisions for Scarlett Whitening skincare for students of the Faculty of Economics and Business, Islamic University of Riau.

Item Type: Thesis (Other)
Contributors:
ContributionContributorsNIDN/NIDK
SponsorSuryani, SusieUNSPECIFIED
Uncontrolled Keywords: celebrity endorser, brand image, purchase decision.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: > Manajemen
Depositing User: Budi Santoso S.E
Date Deposited: 16 Jul 2022 08:32
Last Modified: 16 Jul 2022 08:32
URI: http://repository.uir.ac.id/id/eprint/12357

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