Welyza, Wenda (2023) Pengaruh Citra Merek Dan Selebriti Endorser Kosmetik Terhadap Keputusan Pembelian Kosmetik Madame Gie (Studi Kasus Pada Siswi SMA N 1 Peranap). Other thesis, Universitas Islam Riau.
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Abstract
The sampling technique in this study was using the Accidental Sampling technique, which is a component of the nonprobability sampling method. In this case the researcher took a sample of 96 samples by distributing questionnaires to the respondents. The method used is Descriptive Analysis and Multiple Linear Regression Analysis. The results showed that (1) Simultaneously brand image and celebrity endorser had a positive and significant effect on purchasing decisions, (2) Partially brand image had a positive and significant effect on purchasing decisions and (3) Partially celebrity endorser had a positive and significant effect on decisions purchase.
| Item Type: | Thesis (Other) | ||||||
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| Uncontrolled Keywords: | Brand Image, Celebrity Endorser, Purchase Decision | ||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | > Manajemen | ||||||
| Depositing User: | Mohamad Habib Junaidi | ||||||
| Date Deposited: | 21 Mar 2024 11:17 | ||||||
| Last Modified: | 21 Mar 2024 11:17 | ||||||
| URI: | http://repository.uir.ac.id/id/eprint/23383 |
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