Pengaruh Daya Tarik, Kredibilitas, Dan Keahlian Celebrity Endorser Terhadap Keputusan Pembelian Indomie Pada Remaja Di Kota Palembang

Cahya, Winston (2015) Pengaruh Daya Tarik, Kredibilitas, Dan Keahlian Celebrity Endorser Terhadap Keputusan Pembelian Indomie Pada Remaja Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The study aims to prove the effect of celebrity endorser to the buying decision of indomie for the youth in Palembang. The population in this study is all of the people who knows about indomie. The way to take the sample in this study is by using purposive sampling method and the sample in this study consist of 100 respondents. Hypothesis testing using multiple linear regression analysis with SPSS version 17.0. This study uses analysis of the reliability, validity, classic assumption test, F test and T test. The results of this study showed that the attractiveness, credibility and the expertise of a celebrity endorser affect the buying decision of indomie for the youth in Palembang.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: celebrity endorser, attractiveness, credibility, expertise, buying decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Gabriel Valencia
Date Deposited: 06 Apr 2021 03:10
Last Modified: 06 Apr 2021 03:49
URI: http://eprints.ukmc.ac.id/id/eprint/5637

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