SKRIPSI: Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Wardah

Fitri, Mardiana (2022) SKRIPSI: Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Wardah. Masters thesis, STIM YKPN Yogyakarta.

Preview	Text (Halaman Judul) S1_111701054_AWAL.pdf Download (1MB) | Preview
Preview	Text (BAB 1) S1_111701054_BAB 1.pdf Download (309kB) | Preview
Preview	Text (BAB 2) S1_111701054_BAB 2.pdf Download (337kB) | Preview
	Text (BAB 3) S1_111701054_BAB 3.pdf Restricted to Repository staff only Download (333kB)
	Text (BAB 4) S1_111701054_BAB 4.pdf Restricted to Repository staff only Download (603kB)
	Text (BAB 5) S1_111701054_BAB 5.pdf Restricted to Repository staff only Download (188kB)
Preview	Text (Daftar Pustaka) S1_111701054_REFERENSI.pdf Download (396kB) | Preview

Abstract

This study aims to determine the effect of Celebrity Endorser Brand Image, and product quality on Wardah Skincare Product Purchase Decisions. Sampling method using Nonprobability Sampling with the number of respondents as many as 150 people. The data analysis method used in this research is t test, multiple linear regression analysis method and Goodness of fit test. Based on the results of the t test, it can be seen that the Celebrity Endorser variable has a significance value of 0.000, the Brand image variable has a significance value of 0.038 and the product quality variable has a significance value of 0.000. Based on these results, all hypotheses are accepted and show the results that the Celebrity Endorser, Brand Image, and product quality variables have a positive effect on purchasing decisions Wardah skincare product

Actions (login required)

View Item