SKRIPSI: Pengaruh Brand Image, Celebrity Endorser, dan Content Marketing terhadap Keputusan Pembelian pada Produk Eiger di Yogyakarta

Arya, Apriyanto (2024) SKRIPSI: Pengaruh Brand Image, Celebrity Endorser, dan Content Marketing terhadap Keputusan Pembelian pada Produk Eiger di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to determine the influence of Brand Image, Celebrity Endorser, and Content Marketing on purchasing decisions for Eiger products in Yogyakarta. The sampling method uses non-probability sampling with purposive sampling technique. The number of samples used in this research was 100 respondents with the requirement that people from the Special Region of Yogyakarta had purchased Eiger products at least once. The data analysis methods used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t test, goodness of fit test, coefficient of determination. The results of this research show that the Brand Image variable has a positive influence on purchasing decisions, Celebrity Endorser has a positive influence on purchasing decisions, and Content Marketing has a positive influence on purchasing decisions for Eiger products in Yogyakarta.

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