PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (Studi Pada Konsumen Produk Kosmetik “Maybelline” di Universitas Muhammadiyah Malang)
| Main Author: | Aziza, Silvana |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/48384/43/PENDAHULUAN%20%281%29.pdf http://eprints.umm.ac.id/48384/2/BAB%20I.pdf http://eprints.umm.ac.id/48384/3/BAB%20II.pdf http://eprints.umm.ac.id/48384/4/BAB%20III.pdf http://eprints.umm.ac.id/48384/5/BAB%20IV.pdf http://eprints.umm.ac.id/48384/6/BAB%20V.pdf http://eprints.umm.ac.id/48384/7/LAMPIRAN.pdf http://eprints.umm.ac.id/48384/ |
Daftar Isi:
- The purpose of this study was to examine the effect of celebrity endorser and brand image on consumers willingness to buy Maybelline products at the University of Muhammadiyah Malang. The method used in this study was a quantitive method. The analysis tool by employing a perceptional index and multiple regression test. The independent variable (X) in this study constitutes celebrity endorser and brand image. Henceforth, the dependent variable (Y) in this study was the consumer’s willingness to buy. The population taken in this study were students female at the University of Muhammadiyah Malang with an unknown number. The sampling technique is utilizing nonprobability sampling techniques. The sample was taken in this study by about 120 respondents. It can be tapped from the study that: (1) Celebrity endorser has a positive effect on consumers willingness to buy Maybelline products. (2) Brand image has a positive effect on consumers willingness to buy Maybelline products. (3) Brand image constitutes the dominant variable effect consumers willingness to buy Maybelline products.