PENGARUH BRAND IMAGE, PRODUCT DESIGN DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK BILLIONAIRE’S PROJECT DI JAKARTA UTARA

Destri Mailinda Tianingrum, . (2021) PENGARUH BRAND IMAGE, PRODUCT DESIGN DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK BILLIONAIRE’S PROJECT DI JAKARTA UTARA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative research that examines social phenomena with the aim of analyzing and proving the influence of brand image, product design and celebrity endorser on purchasing decisions. The pojugation of this research is the billionaire project consumers in North Jakarta. This research took a sample of 100 respondents using a non-probability sampling technique with purposive sampling method. Data collection is done by distributing questionnaires to the billionaire project consumers. The data analysis technique used is descriptive analysis and inferential analysis assisted by Partial Least Square (PLS) analysis tool in the form of SmartPLS 3.0. The results of this research indicate that the brand image variable has a correlation value of 0.551, product design has a correlation value of 0.259 and celebrity endorser has a correlation value of 0.154, meaning that all research variables have a significant effect on purchasing decisions. The results of the analysis of the determinant coefficients explain that brand image, product design and celebrity endorser are 87.2% and the remaining 12.8% can be explained by other variables not included in this research.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 1810111006] [Pembimbing: Nobelson] [Penguji 1: Prasetyo Hadi] [Penguji 2: Yuliniar]
Uncontrolled Keywords:	Brand Image, Product Design, Celebrity Endorser, Purchase Decision
Subjects:	A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory Q Science > Q Science (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Destri Mailinda Tianingrum
Date Deposited:	29 Jul 2022 07:28
Last Modified:	29 Jul 2022 07:28
URI:	http://repository.upnvj.ac.id/id/eprint/17248

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