SEPTRIANA HADI, TRIAN (2019) PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIBEL INTERVENING (Studi Kasus pada Distro 3Second di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIBEL INTERVENING.pdf Restricted to Registered users only Download (4MB) |
Abstract
The Influence of Celebrity Endorser and Product Quality on Purchase Decision with Brand Image as Intervening Variables (Case study on 3Second Distro in Serang City) is the thesis title of Trian Septriana Hadi (5551150058), student of Sultan Ageng Tirtayasa University Faculty of Economics and Business Department of Management (Marketing Management) under the guidance of H.E.R Taufik, Ph.D as mentor I and Ipan Hilmawan, SE., MM as mentor II. This study aims to determine the effect of Celebrity Endorser, Product Quality on Purchase Decision with Brand Image as an Intervening Variable for users and those who have used 3Second products. This research is a quantitative descriptive study in accordance with questionnaires and surveys. The sampling technique uses Non-Probability Sampling with the accidential sampling method. The number of samples of 100 respondents was calculated using a formula according to Dermawan Wibisono and the method of data analysis using path analysis was performed using the help of IBM SPSS software. 22.0. The results showed that (1) Celebrity Endorser and Product Quality had an effect on Brand Image. This is because the more attractive Celebrity that displays products in TV, internet and other media, and is also supported by satisfying quality can make consumers more active in giving their comments so as to form a positive brand image. (2) Brand Image influences Purchase Decision. This is because the Brand Image that is created well among the community will make it easy to remember and become a custom for the community to choose the brand of product to be purchased, (3) Celebrity Endorser and Product Quality affect the Purchase Decision. These results indicate that when consumers perceive that the celebrity in the advertisement is positively related to the product in TV advertising media, the internet etc., it can make consumers feel confident / confident if the Product Quality they have is also good and finally the consumer is sure to decide on the purchase 3Second. Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pengaruh Celebrity Endorser dan Product Quality terhadap Purchase Decision dengan Brand Image sebagai Variabel Intervening (Studi kasus pada Distro 3Second di Kota Serang) adalah judul skripsi dari Trian Septriana Hadi (5551150058), mahasiswa Universitas Sultan Ageng Tirtayasa Fakultas Ekonomi dan Bisnis Jurusan Manajemen (Manajemen Pemasaran) dibawah bimbingan Dr. H.E.R Taufik selaku pembimbing I dan Ipan Hilmawan, SE.,MM selaku pembimbing II. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Product Quality terhadap Purchase Decision dengan Brand Image sebagai Variabel Intervening pada pengguna dan yang pernah menggunakan produk 3Second. Penelitian ini merupakan penelitian deskriptif kuantitatif sesuai dengan kuesioner dan survei. Teknik pengambilan sampel menggunakan Non-Probability Sampling dengan metode accidential sampling. Jumlah sampel sebanyak 100 responden dihitung menggunakan rumus menurut Dermawan Wibisono dan metode analisis data menggunakan path analysis yang dilakukan menggunakan bantuan software IBM SPSS. 22.0. Hasil penelitian menunjukkan bahwa (1) Celebrity Endorser dan Product Quality berpengaruh terhadap Brand Image. Hal ini karena semakin menarik Celebrity yang menampilkan produk dimedia tv, internet dan lainnya, dan di dukung juga dengan kualitas yang memuaskan maka dapat membuat konsumen semakin aktif memberikan komentarnya sehingga mampu membentuk brand image yang positif. (2) Brand Image berpengaruh terhadap Purchase Decision. Hal ini karena Brand Image yang tercipta baik dikalangan masyarakat akan membuatnya mudah di ingat dan menjadi kebiasaan tersendiri bagi masyarakat dalam memilih merek produk yang akan di beli, (3) Celebrity Endorser dan Product Quality berpengaruh terhadap Purchase Decision. Hasil ini menunjukkan bahwa ketika konsumen memandang bahwa celebrity yang ada dalam iklan dengan positif terkait produk di media iklan tv, internet dll, maka dapat membuat konsumen merasa yakin/percaya jika Product Quality yang dimiliki itu juga baik dan akhirnya konsumen merasa yakin untuk memutuskan pembelian pada 3Second. Kata kunci : Celebrity Endorser, Product Quality, Brand Image, Purchase Decision. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Admin Eprints Untirta | |||||||||
| Date Deposited: | 18 Oct 2021 03:56 | |||||||||
| Last Modified: | 18 Oct 2021 03:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/3115 |
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