Purwanto, Ulum Yanuar (2017) Pengaruh Celebrity Endorser Terhadap Citra Merek Dan Dampaknya Pada Keputusan Pembelian (Survei kepada Konsumen Malang Strudel di Singosari, Kab. Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan: (1) pengaruh Celebrity endorser terhadap citra merek, (2) pengaruh Celebrity endorser terhadap keputusan pembelian, (3) pengaruh citra merek terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Celebrity endorser, citra merek dan keputusan pembelian. Populasi penelitian ini adalah konsumen yang membeli produk Malang Strudel. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analisys). Hasil analisis jalur (path analisys) menunjukkan bahwa (1) Variabel Celebrity Endorser (X) berpengaruh signifikan terhadap Variabel Citra Merek (Y1), (2) Variabel Celebrity Endorser (X) berpengaruh signifikan terhadap variabel Keputusan Pembelian (Y2), (3) Variabel Citra Merek (Y1) berpengaruh signifikan terhadap Variabel Keputusan Pembelian (Y2). Berdasarkan hasil penelitian ini, sebaiknya Malang Strudel tetap mempertahankan Celebrity Endorser yang terbukti dapat menarik perhatian konsumen untuk membeli produk Malang Strudel.
English Abstract
The study aims to clarifity: (1) the influence of Celebrity Endorser on Brand Image, (2) the influence of Celebrity Endorser on Purchase Decisions, (3) the effect of Brand Image on Purchase Decisions. The type of this research is explanatory research with quantitative method. The variables are Celebrity Endorser, Brand Image and Purchase Decisions. The population in this research is kriwul coffee’s customer who was seen the ads and buy the TOP Coffe. There sample used in this research was 116 people chosen with purposive sampling and data collection methode is questionneres, and analysis of data used descriptive analysis and path analysis. The results of path analysis shows that (1) Celebrity Endorser Variable (X) have significant effect on Brand Image Variable (Y1), (2) Celebrity Endorser Variable (X) have significant effect on Purchase Decision Variable (X2) and (3) Brand Image Variable (Y1) have significant effect on Purchase Decisions Variable (Y2). Based on the result of this research, Malang Strudel should keep Celebrity Endorser was proven to attract consumers to buy Malang Strudel product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/71/051802229 |
| Uncontrolled Keywords: | Celebrity Endorser, Citra Merek, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 17 Apr 2018 03:28 |
| Last Modified: | 26 Oct 2021 05:51 |
| URI: | http://repository.ub.ac.id/id/eprint/9514 |
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