PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIBEL INTERVENING (Studi Kasus pada Distro 3Second di Kota Serang)
| Main Author: | SEPTRIANA HADI, TRIAN |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/3115/1/PENGARUH%20CELEBRITY%20ENDORSER%20DAN%20PRODUCT%20QUALITY%20TERHADAP%20PURCHASE%20DECISION%20DENGAN%20BRAND%20IMAGE%20SEBAGAI%20VARIBEL%20INTERVENING.pdf https://eprints.untirta.ac.id/3115/ https://feb.untirta.ac.id/ |
Daftar Isi:
- The Influence of Celebrity Endorser and Product Quality on Purchase Decision with Brand Image as Intervening Variables (Case study on 3Second Distro in Serang City) is the thesis title of Trian Septriana Hadi (5551150058), student of Sultan Ageng Tirtayasa University Faculty of Economics and Business Department of Management (Marketing Management) under the guidance of H.E.R Taufik, Ph.D as mentor I and Ipan Hilmawan, SE., MM as mentor II. This study aims to determine the effect of Celebrity Endorser, Product Quality on Purchase Decision with Brand Image as an Intervening Variable for users and those who have used 3Second products. This research is a quantitative descriptive study in accordance with questionnaires and surveys. The sampling technique uses Non-Probability Sampling with the accidential sampling method. The number of samples of 100 respondents was calculated using a formula according to Dermawan Wibisono and the method of data analysis using path analysis was performed using the help of IBM SPSS software. 22.0. The results showed that (1) Celebrity Endorser and Product Quality had an effect on Brand Image. This is because the more attractive Celebrity that displays products in TV, internet and other media, and is also supported by satisfying quality can make consumers more active in giving their comments so as to form a positive brand image. (2) Brand Image influences Purchase Decision. This is because the Brand Image that is created well among the community will make it easy to remember and become a custom for the community to choose the brand of product to be purchased, (3) Celebrity Endorser and Product Quality affect the Purchase Decision. These results indicate that when consumers perceive that the celebrity in the advertisement is positively related to the product in TV advertising media, the internet etc., it can make consumers feel confident / confident if the Product Quality they have is also good and finally the consumer is sure to decide on the purchase 3Second. Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase Decision.