Liana Agustin, . (2023) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SKINTIFIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the era of globalization marked by intense competition at both the national and international levels, marketing challenges have become increasingly complex. Marketers are required to possess the ability to influence consumers through various means, prompting them to make purchases, even if they initially have no inclination to do so. Therefore, the development of unique products can be considered an effective strategy for companies to present innovative products, ultimately creating satisfaction for all parties involved. The aim of this research is to identify, prove, and analyze whether celebrity endorsers, brand image, and brand trust influence purchasing decisions for Skintific products. The respondents for this study comprised 100 individuals who have purchased and used Skintific products and are residing in South Jakarta. Data were processed using SmartPLS 4.0, revealing results that indicate celebrity endorsers, brand image, and brand trust have a positive and significant impact on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111211] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Suharyati] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | Purchase Decision, Celebrity Endorser, Brand Image, Brand Trust. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Liana Agustin |
| Date Deposited: | 21 Mar 2024 02:33 |
| Last Modified: | 05 Apr 2024 06:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28268 |
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