PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Sunscreen Wardah di Kabupaten Tangerang)

LARASATI, NIKEN (2024) PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Sunscreen Wardah di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the effect of celebrity endorsers and product quality on purchase decisions with brand image as intervening. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature studies. The population in this study were Wardah sunscreen consumers in Tangerang Regency aged 16-30 years and over and a sample of 120 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This study has the results that celebrity endorsers have a positive and no significant effect on purchase decisions, product quality has a positive and significant effect on purchase decisions. Brand image can mediate the indirect effect of celebrity endorsers and product quality on purchase decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	TAUFIK, H.E.R	196412122000121005
Thesis advisor	NUPUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh celebrity endorser dan product quality terhadap purchase decision dengan brand image sebagai intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen sunscreen Wardah di Kabupaten Tangerang yang berusia 16-30 tahun keatas dan sampel sebanyak 120 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Penelitian ini memiliki hasil bahwa celebrity endorser berpengaruh positif namun tidak signifikan terhadap purchase decision, product quality berpengaruh positif dan signifikan terhadap purchase decision. Brand image dapat memediasi pengaruh tidak langsung celebrity endorser dan product quality terhadap purchase decision.

Uncontrolled Keywords:

Celebrity endorser, Product quality, Brand image, Purchase decision. Celebrity endorser, Product quality, Brand image, Purchase decision.

Subjects:

Communication > Public Relations Science
Communication > Communication (General)

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Niken NL Larasati

Date Deposited:

02 Jul 2025 04:53

Last Modified:

02 Jul 2025 04:53

URI:

http://eprints.untirta.ac.id/id/eprint/50191

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