Astuti, Ardilla Devi Lisandra Tri and Dr. Wahdiyat Moko,, SE., MM. (2023) Pengaruh Celebrity Endorser, Brand Image dan Brand Trust Terhadap Repurchase Intention (Studi Pada Konsumen Produk Scarlett Whitening di Kota Sangatta Kalimantan Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Brand Image dan Brand Trust terhadap Repurchase Intention konsumen produk Scarlett Whitening di Kota Sangatta Kalimantan Timur. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif yang menggunakan data berupa angka sebagai alat analisis untuk menentukan hubungan antar variabel melalui uji hipotesis. Penelitian ini menggunakan sampel sebanyak 120 responden. Pengambilan sampel menggunakan teknik purposive sampling yaitu uji probability sampling dengan karakteristik pernah membeli produk Scarlett Whitening minimal satu kali. Alat uji yang digunakan adalah uji instrument penelitian, uji asumsi klasik dan uji hipotesis. Dari hasil pengujian ini dapat disimpulkan bahwa Celebrity Endorser berpengaruh terhadap Repurchase Intention. Brand Image juga berpengaruh terhadap Repurchase Intention. Brand Trust juga berpengaruh terhadap Repurchase Intention.
English Abstract
The purpose of this study is to identify the effects of celebrity endorser, brand image, and brand trust on the repurchase intention of Scarlett Whitening consumers in Sangatta City of East Kalimantan. This quantitative explanatory research uses numerical data to be analyzed in order to see any relationship between the variables through hypothesis testing; using probability sampling method and purposive sampling technique, 120 people who have bought any product of Scarlett Whitening at least once were selected as the respondents. This study uses instrument test, classical assumption test, and hypothesis test. The results indicate that celebrity endorser affects the repurchase intention, that brand image influences the repurchase intention, and that brand trust also affects the repurchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020544 |
| Uncontrolled Keywords: | Brand Image, Brand Trust, Celebrity Endorser, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 16 Jan 2024 02:52 |
| Last Modified: | 16 Jan 2024 02:52 |
| URI: | http://repository.ub.ac.id/id/eprint/206086 |
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