Pengaruh Citra Merek Dan Selebriti Endorser Produk Kosmetik Wardah Terhadap Keputusan Pembelian Konsumen (studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Isla

Ayu, Aida (2019) Pengaruh Citra Merek Dan Selebriti Endorser Produk Kosmetik Wardah Terhadap Keputusan Pembelian Konsumen (studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Isla. Other thesis, Universitas Islam Riau.

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Abstract

The population in this study were students of the Faculty of Economics at the Islamic University of Riau with sampling using a purposive sampling method of 50 female students, who had used wardah cosmetics. The data analysis technique used is descriptive analysis techniques and multiple linear regression. The results of this study indicate that the brand image and celebrity endorser simultaneously influence the purchasing decision simultaneously. And the results of R Square produced a value of 0.802, which means that brand image and endorser celebrities towards wardah cosmetics purchasing decisions at the Faculty of Economics of the Islamic University of Riau University had a contribution of 80.2% and the rest influenced with other variables not examined in this study. Keywords: brand image, celebrity endorsers and purchasing decisions

Item Type: Thesis (Other)
Uncontrolled Keywords: Kata kunci : citra merek, selebriti endorser dan keputusan pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: > Manajemen
> Manajemen
Depositing User: Yolla Afrina Afrina
Date Deposited: 21 Feb 2022 07:41
Last Modified: 21 Feb 2022 07:41
URI: http://repository.uir.ac.id/id/eprint/6117

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