Tiara, Tithania Larassatie (2022) SKRIPSI: Pengaruh Celebrity Endorsement terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening (Produk Perawatan Kecantikan Emina Cosmetics pada Masyarakat Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of celebrity endorsement on purchasing decisions by mediated brand image variables. Samples were taken by non-probability sampling method with purposive sampling technique. The number of samples in this study were 100 people who were people of Yogyakarta who had bought at least once and used Emina Cosmetics products and were at least 12 years old. Primary data were collected using a questionnaire technique. The analysis of this research includes validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and hypothesis testing with t test. In this study, Sobel analysis was used to examine the effect of the mediating variable. The results of this study indicate that celebrity endorsement has a significant positive effect on brand image, celebrity endorsement has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, there is a positive and significant influence of celebrity endorsement on purchasing decisions with mediated brand image variable.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | celebrity endorsement, purchasing decisions, brand image. |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Oct 2022 02:24 |
| Last Modified: | 05 Oct 2022 02:24 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/295 |
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