Kurnia Febriyanti, . (2022) PENGARUH ENDORSEMENT SELEBGRAM DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK BODY CARE HALAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Endorsements are now increasingly popular among Instagram users because they can provide benefits for producers and consumers. Product quality must also be considered if you want to make consumers interested in these products because consumers will feel satisfied if the products offered have high quality. This study aims to determine and provide an explanation of the influence of celebrity endorsement factors and product quality on interest in buying halal body care products. This research uses quantitative methods. The population in this study are women who use Instagram in the Greater Jakarta area. The sample used as many as 208 respondents with purposive sampling method. The data analysis technique uses SmartPls. The results of this study are that respondents will still be interested in the required halal bodycare products even though they are not endorsed by celebgram, celebrity endorsements have no significant effect. Product quality is important for consumers in choosing halal body care products, product quality has a significant effect. The limitations of this study are that this study only uses 2 independent variables and the coverage area is only in Jabodetabek. This research is expected to be a consideration for business people, especially producers to reduce promotional costs through celebrity endorsements and transfer these costs to improve the quality of bodycare products and provide innovation so that these products can always meet the needs of consumers' skin.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1810116011] [Pembimbing: Tati Handayani] [Penguji 1: Ade Nur Rohim] [Penguji 2: Prima Dwi Priyatno |
| Uncontrolled Keywords: | endorsement selebgram, product quality, purchase intention |
| Subjects: | B Philosophy. Psychology. Religion > BL Religion H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Kurnia Febriyanti |
| Date Deposited: | 23 Jul 2022 07:49 |
| Last Modified: | 27 Jul 2022 03:29 |
| URI: | http://repository.upnvj.ac.id/id/eprint/18886 |
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