PENGARUH CELEBRITY ENDORSER TERHADAP LOYALITAS PELANGGAN PADA PRODUK PASTA GIGI PEPSODENT (Survei Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta)

NUGROHO, SETYO (2019) PENGARUH CELEBRITY ENDORSER TERHADAP LOYALITAS PELANGGAN PADA PRODUK PASTA GIGI PEPSODENT (Survei Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Setyo Nugroho, 2019. 8223163949. Tittle of the research “The Influence of Celebrity Endorser on Customer Loyalty in Pepsodent Toothpaste Products (Survey on student of Faculty of Economics State University of Jakarta)”. Study Program DIII Marketing Management, Faculty of Economics, State University of Jakarta. This research aims analyze the influence of celebrity endorser on customer loyalty in pepsodent toothpaste products via online. The data that used in this research were collected from the result of spreading questionnaires to 100 respondents who had watched advertisements for celebrity endorser pepsodent toothpaste products. The sampling technique used probably sampling with simple random sampling method. The technique of data analysis used descriptive analysis, hypothesis testing, and simple linier regression analysis. From the result of the research, known that celebrity endorser has influence significantly towards customer loyalty. This is showed by the value of coefficient determination (R2) is 0,376 (37,6%) and the rest is 0,624 (62,4%) that means explained by the order of independents variables that was not analyze in this research. Keyword : Celebrity Endorser, Customer Loyalty, simple regression analysis

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