Doni Ariandi, . (2022) PENGARUH KREDIBILITAS CELEBRITY ENDORSER DALAM IKLAN MS GLOW FOR MEN VERSI “SEMUA JUGA BISA” TERHADAP KEPUTUSAN PEMBELIAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to determine the influence of celebrity endorser credibility in all versions of Ms Glow For Men advertisement on purchasing decisions. The theory used in this research is Source Credibility Theory. The population of this study includes followers of the Instagram account @msglowformen. The sample used was 100 respondents who were selected by the purposive sampling method. By using SPSS (Statistical Product and Service Solution) version 26 program as an analysis tool for data testing techniques. So the results of this study indicate that there is a significant relationship with a strong correlation level between the X variable and the Y variable with a significance value of 0.000 and a correlation value of 0.690. In addition, the coefficient of determination test also shows the credibility of the celebrity endorser in MS Glow for Men version of the ad "All also Can" has an influence on purchasing decisions of 47.7%. From the results of this study, it is hoped that MS Glow for Men can maintain the attractiveness factor for celebrity endorsers in advertising products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No. Panggil: 1810411024 Pembimbing: Windhi Tia Saputra Penguji 1: Drina Intyaswati Penguji 2: Supratman |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Doni Ariandi |
| Date Deposited: | 08 Sep 2022 04:49 |
| Last Modified: | 08 Sep 2022 04:49 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19901 |
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