Felicia, Amanda (2022) Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Luwak White Koffie (Studi Kasus Pada Kecamatan Sukajadi Kota Pekanbaru). Other thesis, Universitas Islam Riau.
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Abstract
The purpose of this study was to determine and analyze whether the of celebrity endorser and brand image on purchase decision Luwak White Koffie (Case study of Sukajadi Sub-District, Pekanbaru City). The population in this study are consumers who buy and see ads Luwak White Koffie whose number cannot be ascertained. The sampling technique in this study used accidental sampling, which amounted to 100 respondent. Data collection tecniques in this study using a questionnaire or questionnaire distributed to consumers. The results showed that celebrity endorser and brand image positively and significantly influence consumer purchasing decision in purchase of Luwak White Koffie in Sukajadi District, Pekanbaru City.
| Item Type: | Thesis (Other) | ||||||
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| Uncontrolled Keywords: | celebrity endorser, brand image, and purchase decision | ||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
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| Divisions: | > Manajemen | ||||||
| Depositing User: | Mohamad Habib Junaidi | ||||||
| Date Deposited: | 15 Oct 2022 09:07 | ||||||
| Last Modified: | 15 Oct 2022 09:07 | ||||||
| URI: | http://repository.uir.ac.id/id/eprint/16466 |
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