relation: https://eprints.untirta.ac.id/44415/
title: PENGARUH CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Kemeja Formal Cardinal Di Kab. Tangerang)
creator: SANUSI, HERDI
subject: HB Economic Theory
subject: HC Economic History and Conditions
description: This research aims to determine the influence of Celebrity Endorser (X1) and Product Quality (X2) on Purchasing Decisions (Y) with Brand Image (Z) as an intervening variable for consumers of Cardinal shirts in Tangerang Regency. The research method used in this research is descriptive quantitative. The data collection method in this research is by distributing questionnaires and literature studies. The population in this research is consumers of Cardinal shirts in Tangerang Regency. The sample in this research was 112 respondents using a purposive sampling method. The data analysis method used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. This research obtained the following results: (1) Celebrity Endorser has a positive and significant effect on Purchasing Decisions. (2) Product Quality has a positive and significant effect on Purchasing Decisions. (3) Brand Image has a positive but not significant effect on Purchasing Decisions. (4) Celebrity Endorser has a positive and significant effect on Brand Image. (5) Product Quality has a positive and significant effect on Brand Image. (6) Brand image is unable to mediate the influence of celebrity endorsers on purchasing decisions. (7) Brand image is unable to mediate the influence of product quality on purchasing decisions.
date: 2024
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/44415/1/Herdi%20Sanusi_5551200042_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/44415/2/Herdi%20Sanusi_5551200042_01.pdf
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identifier: https://eprints.untirta.ac.id/44415/3/Herdi%20Sanusi_5551200042_02.pdf
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identifier: https://eprints.untirta.ac.id/44415/4/Herdi%20Sanusi_5551200042_03.pdf
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identifier: https://eprints.untirta.ac.id/44415/5/Herdi%20Sanusi_5551200042_04.pdf
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identifier: https://eprints.untirta.ac.id/44415/6/Herdi%20Sanusi_5551200042_05.pdf
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identifier: https://eprints.untirta.ac.id/44415/7/Herdi%20Sanusi_5551200042_Ref.pdf
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identifier: https://eprints.untirta.ac.id/44415/8/Herdi%20Sanusi_5551200042_Lamp.pdf
identifier:   SANUSI, HERDI  (2024) PENGARUH CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Kemeja Formal Cardinal Di Kab. Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.