Gabriela Margareth, . (2022) PENGARUH PENGGUNAAN BTS SEBAGAI CELEBRITY ENDORSER MCDONALD'S TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK BTS MEAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study was to examine the effect BTS as a celebrity endorser on consumer purchasing decisions on BTS Meal products. The background of this research is that researchers want to know whether there is an influence and how much influence the use of BTS as a McDonald's celebrity endorser on consumer purchasing decisions on BTS Meal products. The theory used in this research is Selective Influence Theory. This research uses a descriptive quantitative research approach. The data collection technique in this study used a purposive sampling technique by distributing questionnaires to 100 respondents. The correlation coefficient shows a value of 0.392. The results of hypothesis testing (T test) found t count of 4.223 more than t table of 1.664, it was concluded that there was an influence between the variables of using celebrity endorsers on purchasing decision variables. The results of the determination coefficient test were found to be 15.4%, which means that there is an influence of the variable using celebrity endorser on the Y variable by 15.4% and the remaining 84.6% is influenced by other factors outside of the study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1810411216] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Radita Gora Tayibnafis] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | Advertising, Celebrity Endorser, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Gabriela Margareth |
| Date Deposited: | 06 Sep 2022 03:22 |
| Last Modified: | 06 Sep 2022 03:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/20867 |
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