Alfani Grace Br Ginting, . (2023) PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ESTEH INDONESIA DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In Indonesia, the food and beverage industry has become an industry that has enormous potential to develop rapidly. This is inseparable from the role of the millennial generation who are the main consumers in this industry. The purpose of this study is to know, prove and analyze whether celebrity endorsers, product quality and price influence purchasing decisions. The population in this study is Indonesian Esteh consumers domiciled in South Jakarta. The sample used was 150 people. Using Partial Least Square (PLS) analysis technique with SmartPLS 3.2.9 software. The results obtained show that the variables of celebrity endorser, product quality have a positive and significant influence on purchasing decisions, while price does not have a significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1910111053] [Pembimbing : Bernadin Dwi ] [Ketua Penguji : Lina Aryani] [Penguji 1 : Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Celebrity Endorser, Product Quality, Price, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Alfani Grace Br Ginting |
| Date Deposited: | 25 Jul 2023 00:41 |
| Last Modified: | 20 Mar 2024 03:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25663 |
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