Pengaruh Celebrity Endorser Terhadap Minat Beli Pada Produk Scarlett Whitening Di Media Sosial Melalui Peran Variabel Mediasi Sikap

Noya, Maria Christabel Aurora (2023) Pengaruh Celebrity Endorser Terhadap Minat Beli Pada Produk Scarlett Whitening Di Media Sosial Melalui Peran Variabel Mediasi Sikap. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the role of attitude in mediating the influence of celebrity endorsers on. The population studied in this study is consumers who know Scarlett Whitening products with a total sample of 80 respondents. This study uses Theory of Buyer Behavior. The sampling technique uses a non-probability sampling technique with a purposive sampling approach. The data analysis technique used is 3 simple linear regression analysis and 1 multiple linear regression analysis. Hypothesis testing is done using the t test and Path Analysis. The results obtained from this study are that there is an influence between Celebrity Endorsers on buying interest, there is an influence between Celebrity Endorsers on Attitudes, there is an influence between Attitude on Purchase Intention and Attitude mediate the influence between Celebrity Endorser on Purchase Intention.

Keywords: Celebrity Endorser, Purchase Intention, Attitude

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Celebrity Endorser; Purchase Intention; Attitude.
Subjects: L Education > L Education (General)
L Education > LB Theory and practice of education
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 2341 not found.
Date Deposited: 02 Mar 2023 10:35
Last Modified: 14 Mar 2023 06:59
URI: https://eprints.ukmc.ac.id/id/eprint/9578

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