PENGARUH DESAIN PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO TECHNO CBS (SURVEI PADA KONSUMEN VARIO TECHNO CBS DI BENGKEL ASTRA MOTOR)

OKTAVIANUS, ARTHUR (2012) PENGARUH DESAIN PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO TECHNO CBS (SURVEI PADA KONSUMEN VARIO TECHNO CBS DI BENGKEL ASTRA MOTOR). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Arthur Oktavianus, 2012; The Influence Of Product Design And Celebrity Endorser Toward Purchase Decision (Survey Consumer Of Vario Techno CBS At Bengkel Astra Motor, Cawang), Advisory Team; Setyo Ferry Wibowo, SE, M,Si. Dra. Basrah Saidani, M,Si. The objective of the research are: 1) To know description for product design, celebrity endorser, and purhcase decision of Vario Techno CBS. (2) Test influence of product design towards purhcase decision. (3) Test influence of celebrity endorser towards customer purchase decision. (4) Test simultaneusly influence of product design and celebrity endorser towards purhcase decision of Vario Techno CBS. This research included in the study causal and descriptive design, conducted by survey method, distributing questionnaires to 118 respondents at Bengkel Astra Motor. Specifically using convenience sampling techniques. The result of partial test can be proved that product design have significant effect on purchase decision with p-value is 0,000. Celebrity endorser also significant effect on purhcase decision with p-value is 0,005 (using level of significance a 0,05). And result F test, product design and celebrity endorser significant effect on purchase decision. The results of the analysis of determination in this study shows the percentage contribution product design and celebrity endorser to the purhcase decision are 24,1%. The multiple regression calculation indicated the equation Y= 28,854 + 0,532X1 + 0,204 X2. Key words : Product Design, Celebrity Endorser, Purchase Decision

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, SE, M.Si ; Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Pabrik (Plant Manajemen)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perencanaan dan Strategik (Planning and Strategic Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 31 Jan 2018 07:58
Last Modified: 31 Jan 2018 07:58
URI: http://repository.fe.unj.ac.id/id/eprint/2914

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