PAMUNGKAS, MARIN DWI (2018) HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DAN GAYA HIDUP DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE ASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.
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Abstract
MARIN DWI PAMUNGKAS. 8135141561. The Relantionship Between Celebrity Endorsement and Life Style With Purchase Decision Asus Smartphone on student of Faculty Economics State University of Jakarta at Jakarta. Research Paper. Jakarta: Business Education Studies Program, Fcaulty of Economics, State University of Jakarta. This research was conducted in Faculty of Economics State University of Jakarta, East Jakarta. The purpose of this study is to determine correlation between celebrity endorsement and life style with purchase decision Asus smartphone on student of Faculty Economics State University of Jakarta, East Jakarta. The research method used are all student Fculty of Economics State Unoversity of Jakarta who purchase Asus smartphone . The sampling technique used technique of purposive sampling as many as 120 student. Data analysis technique used is test requirement analysis consisted of test of normality and test of linearity, multiple linear regression test, hypothesis can be seen that the two independent variables of celebrity endorsement and life style together have a positive significance relationship to purchase decision seen from Fcount 20,417 <Ftable 3,072. Then partially celebrity endorsement have tcount 4,088 >ttable 1,65798 and life style has tcount 2,645 > ttable 1,65798. Which state significance (tcount>ttable) means that each independent variable is the celebrities endorsement have a positive significance relantionship with purchase decision and life style also have a positive significance relantionship with purchase decision. Based on determination coefficient test obtained R2 value of 0,259 which means the relantionship of independent variables celebrities endorsement and lifestyle with the dependent variable purchase decision of 25,9%. Keywords: Celebrity Endorement, Life Style, Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I : Dra. Nurahma Hajat, M.Si Pembimbing II: Dr. Corry Yohana, MM |
| Subjects: | Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management) |
| Divisions: | Fakultas Ekonomi > S1 Pendidikan Bisnis |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 07 Aug 2018 05:02 |
| Last Modified: | 07 Aug 2018 05:03 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/5837 |
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