Muhammad Naufal Labib, , (2022) PENGARUH HARGA, TAMPILAN PRODUK, DAN CELEBRITY ENDORSER DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN BRAND FASHION LOKAL DI JAKARTA TIMUR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Fashion is a culture that is never separated from the times. The times always make changes in fashion to make fashion a culture in life. This study uses a quantitative method. Generation Z, aged 16-24 years and living in East Jakarta, is the population in the study. Sampling using purposive sampling method with as many as 100 respondents. Data analysis techniques were carried out using descriptive and inferential analysis with Partial Least Square (PLS) using the SmartPLS 3.0 test tool. The results showed that price, product appearance and celebrity endorser had a significant and positive effect on purchasing decisions for local fashion brands in East Jakarta. Based on the statistical T test, the price variable shows a value, the product display variable shows a value and the celebrity endorser variable shows a value. This means that the variable price, product appearance and celebrity endorsers increase and influence purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111101] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Harga, Tampilan Produk, Celebrity Endorser dan Keputusan Pembelian |
| 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 Naufal Labib |
| Date Deposited: | 21 Feb 2023 01:52 |
| Last Modified: | 21 Feb 2023 01:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22907 |
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