PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI (Studi Pada Calon Konsumen Zoya Fashion Malang)
| Main Author: | Lestari, Devi Arianti |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/53488/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/53488/2/BAB%20I.pdf http://eprints.umm.ac.id/53488/3/BAB%20II.pdf http://eprints.umm.ac.id/53488/4/BAB%20III.pdf http://eprints.umm.ac.id/53488/5/BAB%20IV.pdf http://eprints.umm.ac.id/53488/6/BAB%20V.pdf http://eprints.umm.ac.id/53488/7/LAMPIRAN.pdf http://eprints.umm.ac.id/53488/ |
Daftar Isi:
- The purposed of this studied is to examined the influence of attractiveness, trustworthiness, and expertise celebrity endorser on purchase intention prospective customers in Zoya Fashion Malang. This study uses multiple linear regression analysis on respondents namely prospective customers of Zoya Fashion Malang by using non probability sampling techniques as a sampling method using a questionnaire for data collection. The results of the study reveal that simultaneously the attractiveness, trustworthiness, and expertise of celebrity endorser have a positive and significant effect on purchase intention, partially attractiveness has a positive and significant effect on purchase intention, trustworthiness has a positive and significant effect on purchase intention, as well as expertise variables positive and significant effect on purchase intention.