Setianingsih, Ratna (2023) PENGARUH CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the influence of celebrity endorser and product quality on purchasing decision with brand image as an intervening variable on user of Wardah lipstick cosmetics. In this research, the method used is a quantitative method with asosiative approach. The population in this study were all female student at Sultan Ageng Tirtayasa University with a total of 112 female student at Sultan Ageng Tirtayasa University with the criteria of respondent who had purchased and used Wardah lipstick cosmetics using purposive sampling and the accidental sampling method. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the SmartPLS 4.0 professional version analysis tool. The research results show that: (1) Celebrity endorser have a positive and significant influence on purchasing decision. (2) Product quality has no effect on purchasing decision. (3) Celebrity endorser have a positive and significant effect on brand image. (4) Product quality has a positive and significant effect on brand image. (5) Brand image has a positive and significant effect on purchasing decision. (6) Celebrity endorser have a positive and significant effect on purchasingdecision mediated by brand image variable. (7) Product quality has a positive and significant effect on purchasing decision mediated by the brand image variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, kualitas produk terhadap keputusan pembelian dengan citra merek sebagai variabel intervening pada pengguna kosmetik lipstik Wardah. Dalam penelitian ini, metode yang digunakan ialah metode kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh mahasiswi Universitas Sultan Ageng Tirtayasa dengan berjumlah 112 mahasiswi Universitas Sultan Ageng Tirtayasa dengan kriteria responden yang telah melakukan pembelian dan pengguna kosmetik lipstik Wardah dengan menggunakan metode purposive sampling dan accidental sampling. Teknik analisis data yang digunakan dalam penelitian ini yaitu Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0 proffesional version. Hasil penelitian menunjukkan bahwa : (1)Celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Kualitas produk tidak berpengaruh terhadap keputusan pembelian. (3) Celebrity endorser berpengaruh positif dan signifikan terhadap citra merek. (4) Kualitas produk berpengaruh positif dan signifikan terhadap citra merek. (5) Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian (6) Celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian dengan dimediasi oleh variabel citra merek. (7) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dimediasi oleh variabel citra merek. | |||||||||
| Uncontrolled Keywords: | Celebrity Endorser, Product Quality, Brand Image, and Purchase Decision. Celebrity Endorser, Kualitas Produk, Citra merek, dan Keputusan pembelian. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory Communication > Science Journalism |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Ratna Setianingsih | |||||||||
| Date Deposited: | 02 Jan 2024 15:38 | |||||||||
| Last Modified: | 03 Jan 2024 10:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31843 |
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