HUBUNGAN ANTARA CELEBRITY ENDORSER DAN IKLAN TELEVISI DENGAN KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

AULIA, PUTRI (2019) HUBUNGAN ANTARA CELEBRITY ENDORSER DAN IKLAN TELEVISI DENGAN KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

PUTRI AULIA, The Correlation between Celebrity Endorser and Television Advertisements with The Purchase Decision Wardah Cosmetics in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from January to July 2019. The purpose of this study is to determine the correlation between Celebrity Endorser and Television Advertisements with The Purchase Decision Wardah Cosmetics in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 108 people. The resulting regression equation is Ŷ = 5,314 + 0,488 X1 + 0,352 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 52,161 > 3,08 meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 5,901 and ttable = 1,65950 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 4,226 and ttable = 1,65950. The value of correlation coefficient between variable of celebrity endorser (X1) to purchase decision (Y) equal to 0,643 and value of correlation coefficient between variable of television advertisements (X2) to purchase decision (Y) equal to 0,576. There is a positive and significant relationship between celebrity endorser and purchase decision and there is a positive and significant relationship between television advertisements and purchase decision. The coefficient of determination Y on X1 and X2 obtained by 0,498 indicating that 49,8 %variable purchase decision is determined by the celebrity endorser and television advertisements. Meanwhile, the remaining 50,2% is influenced by other factors. Key word: The Purchase Decision, Celebrity Endorser, Television Advertisements

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