Efektifitas Celebrity Endorser Dalam Keputusan Pembelian Produk Pasta Gigi Pepsodent Di Palembang

Haryati, Dewi (2014) Efektifitas Celebrity Endorser Dalam Keputusan Pembelian Produk Pasta Gigi Pepsodent Di Palembang. Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

This objective of this study is to determine the effectiveness of celebrity endorser as seen from three variables: credibility (X1), attractiveness (X2), and expertise (X3) are influential in the purchase decision (Y) Pepsodent toothpaste products in Palembang . All three of these variables have a different effect. Therefore , to answer the problems that have been formulated will be done as empirical research. The research data obtained directly from deployment through questionnaires by using a likert scale of 1 (one) to 5 (five) were propagated randomly assigned to the user community of Pepsodent toothpaste products there are 100 respondents in Palembang in January 2014. The data that we used is processing data by using software of application statistical package for social Source (SPSS) version 20. Sampling technique using purposive sampling techniques, for analyze the data with a validity test, reliability test, the classic assumption test, multiple linear regression, f test and t test. The results of this study stated that the influence of the most influencing to the purchasing decisions (Y) Pepsodent toothpaste products in Palembang is the attraction (X2) and expertise (X3) . Besides, that credibility (X1) does not have influence in the purchase decision (Y) Pepsodent toothpaste product in Palembang

Item Type: Thesis (Other)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: Celebrity Endorser, Credibility, Attraction, Expertise, Purchase Decision.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 07 Aug 2019 03:52
Last Modified: 07 Aug 2019 03:52
URI: http://eprints.ukmc.ac.id/id/eprint/2981

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