relation: https://eprints.untirta.ac.id/50191/
title: PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING  (Studi Pada Konsumen Sunscreen Wardah di Kabupaten Tangerang)
creator: LARASATI, NIKEN
subject: Public Relations Science
subject: Communication (General)
description: 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.
date: 2024
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50191/1/Niken%20Larasati_5551210088_fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50191/10/Niken%20Larasati_5551210088_%2001.pdf
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identifier: https://eprints.untirta.ac.id/50191/4/Niken%20Larasati_5551210088_02.pdf
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identifier: https://eprints.untirta.ac.id/50191/5/Niken%20Larasati_5551210088_03.pdf
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identifier: https://eprints.untirta.ac.id/50191/6/Niken%20Larasati_5551210088_04.pdf
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identifier: https://eprints.untirta.ac.id/50191/7/Niken%20Larasati_5551210088_05.pdf
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identifier: https://eprints.untirta.ac.id/50191/8/Niken%20Larasati_5551210088_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50191/9/Niken%20Larasati_5551210088_Lamp.pdf
identifier:   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.