ANALISIS PENGARUH CELEBRITY ENDORSER KIM SEON HO TERHADAP KEPUTUSAN PEMBELIAN DOMINO’S PIZZA

Cahyadi, Felicia Clarissa (2022) ANALISIS PENGARUH CELEBRITY ENDORSER KIM SEON HO TERHADAP KEPUTUSAN PEMBELIAN DOMINO’S PIZZA. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine whether the celebrity endorser variable has an influence on the purchasing decision of Domino's Pizza. In this study using a survey method by distributing questionnaires. The population in this study are consumers who are fans of celebrity endorser Kim Seon Ho and have purchased Domino's Pizza products with a total sample of 100 respondents. The data analysis technique used in this research is multiple regression analysis. The results contained in this study are the trustworthiness variable has a significant influence on the purchasing decision of Domino's Pizza, while the expertise variable and the attractiveness variable do not have a significant influence on the Domino's Pizza purchasing decision. Keywords : Celebrity Endorser, Purchase Decision

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