Daftar Isi: PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Cakekinian Jakarta)

Main Author:	PRASETIO, RAMA DEWO
Format:	Thesis NonPeerReviewed Book
Bahasa:	ind
Terbitan:	, 2020
Subjects:	297.431 Buy Sell Jual Beli 339 Macroeconomics and Related Topics/Makroekonomi Ekonomi Makro dan Topik Terkait 339.3 National Product Produk Nasional 658.6 Quality Management Manajemen Kualitas 739.48 Products Produk
Online Access:	http://repository.mercubuana.ac.id/54403/1/1.%20Halaman%20Judul.pdf http://repository.mercubuana.ac.id/54403/2/2.%20Abstrak.pdf http://repository.mercubuana.ac.id/54403/3/3.%20Surat%20Pernyataan%20yang%20ditandangani%20penulis%20dengan%20materai%206000.pdf http://repository.mercubuana.ac.id/54403/4/4.%20Lembar%20Pengesahan.pdf http://repository.mercubuana.ac.id/54403/16/5.%20Kata%20Pengantar.pdf http://repository.mercubuana.ac.id/54403/5/6.%20Daftar%20Isi.pdf http://repository.mercubuana.ac.id/54403/6/7.%20Daftar%20Tabel.pdf http://repository.mercubuana.ac.id/54403/7/8.%20Daftar%20Gambar.pdf http://repository.mercubuana.ac.id/54403/8/9.%20Daftar%20Lampiran.pdf http://repository.mercubuana.ac.id/54403/9/10.%20Bab%201.pdf http://repository.mercubuana.ac.id/54403/10/11.%20Bab%202.pdf http://repository.mercubuana.ac.id/54403/11/12.%20Bab%203.pdf http://repository.mercubuana.ac.id/54403/12/13.%20Bab%204.pdf http://repository.mercubuana.ac.id/54403/13/14.%20Bab%205.pdf http://repository.mercubuana.ac.id/54403/14/15.%20Daftar%20Pustaka.pdf http://repository.mercubuana.ac.id/54403/15/16.%20Lampiran.pdf http://repository.mercubuana.ac.id/54403/

Daftar Isi:

This research aims to determine the influence of celebrity endorser, brand image and product quality on purchase decisions. This research was conducted in Cakekinian product. The population of this research is all customers of Cakekinian. This research was done to 165 respondents by using purposive sampling method. Data analysis method performed by analysis SEM-PLS. The results of this research shows that brand image of positive and significant work on purchase decisions and product quality has a positive and significant on purchase decisions of Cakekinian. While the celebrity endorser is not comparable with purchase decisions. Keywords: Celebrity Endorser, Brand Image, Product Quality, Purchase Decisions.Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, brand image dan kualitas produk terhadap keputusan pembelian. Penelitian ini dilakukan pada produk Cakekinian. Populasi penelitian ini adalah seluruh customers Cakekinian. Penelitian ini dilakukan terhadap 165 orang responden dengan menggunakan metode sampling purposive sampling. Metode analisis data dilakukan dengan analisis SEM-PLS. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Cakekinian. Sedangkan celebrity endorser tidak berpengaruh terhadap keputusan pembelian. Kata kunci : Celebrity Endorser, Brand Image, Kualitas Produk, Keputusan Pembelian.