Pengaruh Celebrity Endorsement Terhadap Purchase Intention Sepatu Adidas Superstar (Studi di Kota Bandung)
| Main Author: | J.p., Prasetya Retra |
|---|---|
| Format: | bachelorthesis doc-type Bachelors |
| Bahasa: | ind |
| Terbitan: |
, 2016
|
| Online Access: |
http://repository.unpad.ac.id/frontdoor/index/index/docId/6496 |
Daftar Isi:
- This research is aims to determine the effect of celebrity endorsement on purchase intention of Adidas Superstar Shoes. Celebrity endorsement measured by three dimension (Trustworthiness, Expertise, & Attractiveness). While purchase intention is measured by four dimension (Interest, Attending, Information, & Evaluation). Method of research using descriptive analysis with survey to collect the data. 100 respondent is used, using Slovin from total population of !5-24 age group in Bandung City. Then data is analyze using qualitative and quantitative analysis. Qualitative execute the respondent answer to scoring, when quantitative using Pearson Correlation to analyze the effect of celebrity endorsement on purchase intention of Adidas Superstar shoes in Bandung City The result of respondents giving a good score to celebrity endorsement and purchase intention. 0,594 score from Pearson Correlation analysis showing that there was a medium strong relation from celebrity endorsement on purchase intention.