PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI JAM TANGAN DANIEL WELLINGTON

Anstonius, Yergie Puteri (2019) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI JAM TANGAN DANIEL WELLINGTON. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of celebrity endorser on
consumer purchase intention to buying Daniel Wellington watches. The
population in this study is social media: Instagram users who want to make
purchase on Daniel Wellington watches. The sample of this research is 100
respondents with using the non-probability sampling method and researchers
used a pretest step with 30 respondents. Data analysis techniques in this study are
validity test, reliability test, classic assumption test, multiple linear regression
analysis, t test, f test, and coefficient of determination. The results of this study is
indicate that there are positive influences and significant between attractive,
trustworthiness, and expertise variables on consumer purchase intention to
buying Daniel Wellington watches.

Keywords : attractive, trustworthiness, expertise, consumer purchase intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: attractive ; trustworthiness ; expertise ; consumer purchase intention.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Yohana Fransiska Auliani
Date Deposited: 03 Jan 2023 06:28
Last Modified: 03 Jan 2023 06:28
URI: https://eprints.ukmc.ac.id/id/eprint/9295

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