SKRIPSI: Pengaruh Celebrity Endorser, Promosi dan Harga terhadap Keputusan Pembelian pada Lips Product Implora Cosmetics

Ayu Kartika, Sari (2023) SKRIPSI: Pengaruh Celebrity Endorser, Promosi dan Harga terhadap Keputusan Pembelian pada Lips Product Implora Cosmetics. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The purpose of this research is to analyze the influence of celebrity endorsers on the purchase decision of lips product Implora Cosmetics, to analyze the influence of promotion on the purchase decision of lips product Implora Cosmetics, and to analyze the influence of price on the purchase decision of lips product Implora Cosmetics. The type of research used in this research is quantitative research. The data used in this study is primary data obtained directly from the respondents. The sampling technique in this study used a purposive sampling method which is included in the non-probability sampling technique. The amount of samples in this research were 100 respondents. This research using IBM SPSS Statistics 26 program analysis tool. The results of this research indicate that the celebrity endorser variable has no effect on the purchase decision of the lips product Implora Cosmetics, the promotion variable has a positive and significant effect on the purchase decision of the lips product Implora Cosmetics, and the price variable has a positive and significant effect on the decision to purchase lips product Implora Cosmetics.

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