PENGARUH HARGA, ONLINE REVIEW DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA KONSUMEN PRODUK MAKE-UP FOCALLURE)
| Main Author: | Novitasari, Silvy |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/56243/2/BAB%20I.pdf http://eprints.umm.ac.id/56243/3/BAB%20II.pdf http://eprints.umm.ac.id/56243/4/BAB%20III.pdf http://eprints.umm.ac.id/56243/5/BAB%20IV.pdf http://eprints.umm.ac.id/56243/6/BAB%20V.pdf http://eprints.umm.ac.id/56243/7/LAMPIRAN%2003.pdf http://eprints.umm.ac.id/56243/40/Pendahuluan%2001.pdf http://eprints.umm.ac.id/56243/ |
Daftar Isi:
- This study aims to Determine the effect of prices, online reviews and celebrity endorsers on consumer purchasing decisions (case studies on consumer make-up products). Focallure 2017 is a new product from China that seeks to Compete with well-known makeup brands by favoring low prices and good quality, not inferior to makeup brands such as Wardah, Make Over, LT Pro, Emina and Purbasari who have been in the world of the Indonesian cosmetics market. , Consumer behavior describes how someone who uses, buys, uses, consumes, or chooses an item, service, idea, or experience makes purchasing decisions and how they manage the purchase. Purchasing Decision is the selection of two or more alternatives from the available choices. the price means the assumption that where the price is below the normal price will indicate poor quality or unacceptable quality. The independent variable is the price (X1), an online review (X2) and celebrity endorser (X3) with the dependent variable is the consumer's purchasing decision (Y). Based on the results of research and discussion, it can be concluded as follows: 1. Prices have a positive and significant influence on consumer purchasing decisions Focallure. 2. Online review has a positive and significant influence on consumer purchasing decisions. 3. Celebrity endorsers have a positive and significant influence on consumer purchasing decisions. 4. Celebrity Endorser is the most influential variable on Focallure's consumer purchasing decisions. Prices have a positive and significant influence on consumer purchasing decisions Focallure. 2. Online review has a positive and significant influence on consumer purchasing decisions. 3. Celebrity endorsers have a positive and significant influence on consumer purchasing decisions. 4. Celebrity Endorser is the most influential variable on Focallure's consumer purchasing decisions. Prices have a positive and significant influence on consumer purchasing decisions Focallure. 2. Online review has a positive and significant influence on consumer purchasing decisions. 3. Celebrity endorsers have a positive and significant influence on consumer purchasing decisions. 4. Celebrity Endorser is the most influential variable on Focallure's consumer purchasing decisions.