KAFFAH, WAFA SILMY (2018) PENGARUH BINTANG IKLAN, KEPRIBADIAN MEREK, DAN KARAKTERISTIK PRODUK TERHADAP INTENSI MEMBELI GARNIER LIGHT COMPLETE VERSI CHELSEA ISLAN (STUDI KASUS PADA MAHASISWI UNJ). S1 thesis, Universitas Negeri Jakarta.
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Abstract
Wafa Silmy Kaffah, 2017; The Influence Of Celebrity Endorser, Brand Personality, and Product Characteristics againts Purchase Intention, Jakarta: Marketing Concentration, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: M. Edo. S. Siregar, S.E., M.BA & Ika Febrilia, S.E., M.M. The purpose of this research is to know: (1) Influence of celebrity endorser on purchase intention, (2) influence of brand personality on purchase intention, (3) Influence of product characteristics on purchase intention. The population in this study is a UNJ sorority that hasn't been using Garnier Light Complete. Sampling techniques in the study using a purposive sampling with the total sample as many as 200. Engineering data collection using a questionnaire that has been tested for validity and reliabilitasnya. Data analysis techniques are used to answer this research hypothesis is a classic assumption test, descriptive analysis and multiple linear regression analysis. The results of this research indicate that: (1) celebrity endorser has significants effects againts purchase intention, (2) brand personality do not have significants effects againts purchase intention, (3) product characteristics has significants effects againts purchase intention. Keywords : Celebrity Endorser, Brand Personality, Characteristics Product, Purchase Intention.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I: M. Edo Siregar, SE, MBA ; Pembimbing II: Ika Febrilia, SE, MM |
| Subjects: | Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) 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) > Perikalanan (Advertising) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 19 Mar 2018 06:17 |
| Last Modified: | 19 Mar 2018 06:17 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/3886 |
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