Saragih, Desri Vanny Christine (2018) Pengaruh Perceived Value, Celebrity Endorser dan Advertising Terhadap Brand Attitude (Survey pada Mahasisiwi Universitas Brawijaya Pengguna Kosmetik Wardah). Sarjana thesis, Universitas Brawijaya.
Abstract
Latar belakang dilakukannya penelitian ini adalah untuk mengetahui apakah peran Perceived Value, Celebrity Endorser dan Advertising dalam Brand Attitude Kosmetik Wardah. Adapun tujuan dilakukannya penelitian ini adalah untuk menjelaskan (1) pengaruh Perceived Value terhadap Brand Attitude, (2) pengaruh Celebrity Endorser terhadap Brand Attitude, (3) pengaruh Advertising terhadap Brand Attitude, dan (4) pengaruh Perceived Value, Celebrity Endorser dan Advertising secra bersama-sama terhadap Brand Attitude. Jenis penelitian ini adalah penelitian penjelasan (eksplanatory reseach) dengan pendekatan kuantitatif. Variabel dalam penelitian ini terdiri dari Perceived Value, Celebrity Endorser, Advertising dan Brand Attitude. Populasi dalam penelitian adalah Mahasiswi Universitas Brawijaya Malang angkatan 2015-2016 yang menggunakan kosmetik Wardah. Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden yang di ambil menggunakan metode purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linear berganda. Hasil analisis regresi linear berganda menunjukkan bahwa : (1) Perceived Value berpengaruh signifikan terhadap Brand Attitude dibuktikan dari nilai t hitung sebesar 8.036 dengan nilai signifikansi sebesar 0.000 yang lebik kecil dari 0.05, (2) Celebrity Endorser berpengaruh signifikan terhadap Brand Attitude dibuktikan dari nilai t hitung sebesar 2.262 dengan nilai signifikansi 0.026 yang lebih kecil dari 0.05, (3) Advertising berpengaruh signifikan terhadap Brand Attitude dapat dibuktikan dari nilai t hitung sebesar 5.250 dengan nilai siginikansi 0.000 yang lebih kecil dari 0.05. Berdasarkan hasil penelitian ini, sebaiknyan Kosmetik Wardah terus mempertahankan kualitas dalam Perceived Value. Sebab Perceived Value merupakan variabel yang berpengaruh dominan dengan nilai koefisien B terbesar yaitu 0.447.
English Abstract
This research intends to identify the influence of Perceived Value, Celebrity Endorser dan Advertising toward Brand Attitude on wardah cosmetics. This research aims were explain (1) the influence of Perceived value on Brand Attitude, (2) ) the influence of Celebrity Endorser on Brand Attitude,(3) ) the influence of Advertising on Brand Attitude and (4) ) the influence of Perceived value, Celebrity Endorser and Avertising on Brand Attitude. This research uses Explanatory with quantitative approach. The variable uses this research are Perceived Value, Celebrity Endorser, Advertising and Brand Attitude. While the population of this research is the Students of Brawijaya University period of 2015-2016 and wardah cosmetics user. The sample used in this research was 116 respondent with Purposive sampling and data collection methods used the questionnaire. Analysis of data was used descriptive analysis and multiple linear regression analysis. The result of multiple linear regression analysis showed that : (1) Perceived Value has significant influence on the Brand Attitude proved by the resut of t value about 8.036 with significant value of 0.000 less than 0,05, (2) Celebrity Endorser has significant influence on the Brand Attitude proved by the resut of t value about 2.262 with significant value of 0.026 less than 0,05, (3) Advertising has significant influence on the Brand Attitude proved by the result of t value about 5.250 with significant value of 0.000 less than 0,05. Based on the result of this research,showed that Wardah Cosmetic should maintain of their current quality in Perceived Value. Because Perceived Value was the dominant variable with the highest value of coefficient B is 0.447.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/978/051811296 |
| Uncontrolled Keywords: | Perceived Value, Celebrity Endorser, Advertising dan Brand Attitude-Perceived Value, Celebrity Endorser, Advertising dan Brand Attitude |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 29 Apr 2019 03:10 |
| Last Modified: | 25 Oct 2021 02:46 |
| URI: | http://repository.ub.ac.id/id/eprint/161920 |
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