Muhammad Difky Adjie Nuno, . (2023) PENGARUH HARGA, CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK ERIGO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (230kB) |
|
Text
AWAL.pdf Download (933kB) |
|
Text
BAB 1.pdf Download (547kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (635kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (581kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (639kB) |
|
Text
BAB 5.pdf Download (354kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (236kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (203kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (7MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (761kB) |
Abstract
In 2022 fashion products are in great demand by Indonesians. The phenomenon that occurs is that Erigo products are one of the best Indonesian brands selling clothes in Indonesia at the moment and are appearing at New York Fashion Week. This research is a quantitative study with the aim of analyzing and proving the effect of price, celebrity endorsers and brand image on buying interest in Erigo products. This study uses a population of consumers who have purchased Erigo Products in DKI Jakarta. The sample in this study used 100 respondents who were selected through nonprobability sampling and purposive sampling techniques. The data in this study were obtained from distributing questionnaires which would be analyzed using the Partial Least Square (PLS) method and assisted by using the SmartPLS application. The results obtained in this study are: (1) The price variable has no positive and significant effect on the Purchase Intention variable with an Original Sample value of 0.152, (2) The Celebrity Endorser variable has no positive and significant effect on the Purchase Intention variable with an Original Sample value of 0.129 , (3) the Brand Image variable has a positive and significant effect on the Purchase Interest variable with an Original Sample value of 0.627
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [1910111223] [pembimbing: Maria Asumpta Wikantari] [penguji 1: Alfatih S Manggabarani [penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Price, Celebrity Endorser, Brand Image, Buying Interest |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muhammad Difky Adjie Nuno |
| Date Deposited: | 21 Sep 2023 01:57 |
| Last Modified: | 21 Sep 2023 01:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25772 |
Actions (login required)
 |
View Item |