PENGARUH CITRA MEREK DAN SELEBRITI (ENDORSER) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK POND’S MEN DI WILAYAH PONDOK LABU-JAKARTA SELATAN

Zendy Akbar, . (2016) PENGARUH CITRA MEREK DAN SELEBRITI (ENDORSER) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK POND’S MEN DI WILAYAH PONDOK LABU-JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Pond's Men is a facial cleanser products are much in demand by the public, especially men because it is more efficient and effective in cleansing the face. Pond's Men is one of the existing products on the market a facial cleanser. This study was conducted to see whether or not the influence of the Celebrity brand image and encourage consumers to make purchasing decisions. Brand image is influenced by brand association with indicators of the benefits of the product, and lifestyle. Celebrity influenced by. Trustworthiness with indicator commercials are reliable and trustworthy as well Attractive (lure) as seen from the appearance of commercials also allure and expertise as seen from commercials an expert also qualified There are five stages in making purchasing decisions, namely, problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. This study aims to determine the effect of partially and simultaneously influence brand image and Selebrity on purchasing decisions. Data collection techniques using primary data by distributing questionnaires to 100 respondents. The sampling technique in this research is Non Probability Sampling with purposive sampling method. Analysis techniques using multiple regression analysis. Results of research simultaneously and partially Celebrity brand image and positive and significant impact on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 0910111009] [Penguji II (Pembimbing) : Diana Triwardhani] [Penguji I : Nobelson] [Ketua Penguji : Nani Ariani]
Uncontrolled Keywords:	Brand image, Celebrity, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Muamar Khadafi
Date Deposited:	07 Sep 2022 02:26
Last Modified:	07 Sep 2022 02:28
URI:	http://repository.upnvj.ac.id/id/eprint/20976

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