ANALISIS PENGARUH CELEBRITY ENDORSER DEWI SANDRA TERHADAP MINAT BELI LIPSTICK WARDAH DI PALEMBANG

., Fujianni (2017) ANALISIS PENGARUH CELEBRITY ENDORSER DEWI SANDRA TERHADAP MINAT BELI LIPSTICK WARDAH DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aimed to analyze the influence of Celebrity Endorser on Buy Interest. The population of this research data is prospective buyer of Lipstick Wardah products of Female sex domiciled in Palembang. Sample in this research counted 90 respondents by using non probability method with purposive sampling technique. Data analysis technique used in this research is validity test, reliability test, assumption test of klasis, multiple regression analysis, t test, and F test, and coefficient of determination R2 . The results of this study prove that Expertise variables is able to give a positive and significant influence on the interest in purchasing Wardah lipstick products. Keywords: celebrity endorser, buying interest, attractiveness, trustworthiness, expertise.

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