Pengaruh Celebrity Endorsement Dan Brand Awareness Terhadap Keputusan Pembelian Pada Es Teh Indonesia Cabang Delima Pekanbaru

Anugerah, Rita (2022) Pengaruh Celebrity Endorsement Dan Brand Awareness Terhadap Keputusan Pembelian Pada Es Teh Indonesia Cabang Delima Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to determine whether there is an effect of Celebrity Endorsement on Purchase Decisions, the influence of Brand Awareness on Purchasing Decisions, and the influence of Celebrity Endorsement and Brand Awareness on Purchase Decisions. The sample in this study were all consumers of Indonesia Ice Tea Branch Delima Pekanbaruas many as 100 respondents. Sampling technique using Non Probability Sampling technique thorough Accidental Sampling. The method for data processing uses a data collection scale technique, Multiple Liner Regression, Coefficient of Determination, partial T test, and simultaneous F test. The results of the tests that have been carried out are Celebrity Endorsement have a positive and significant effect on Purchasing Decisions, Brand Awareness has a positive and significant effect on Purchasing Decisions. Celebrity Endorsement and Brand Awareness have a positive and significant impact on Purchasing Decisions.

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