PENGARUH ATRIBUT PRODUK DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN SKINCARE PEMUTIH DI KALANGAN MASYARAKAT JABODETABEK.

HIDAYATUNNISA, TRI (2020) PENGARUH ATRIBUT PRODUK DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN SKINCARE PEMUTIH DI KALANGAN MASYARAKAT JABODETABEK. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (1MB) | Preview
Preview	Text Table_Of_Contant.pdf Download (84kB) | Preview
Preview	Text Chapter1.pdf Download (78kB) | Preview
	Text Chapter2.pdf Restricted to Repository staff only Download (278kB)
Preview	Text Chapter3.pdf Download (201kB) | Preview
	Text Chapter4.pdf Restricted to Repository staff only Download (408kB)
Preview	Text Chapter5.pdf Download (46kB) | Preview
Preview	Text Bibliography.pdf Download (84kB) | Preview

Abstract

Tri Hidayatunnisa, 2020; The Influence of Product Attributes and Celebrity Endorsement on Skincare Purchase Decisions among the JABODETABEK Society. Thesis, Jakarta: Marketing Management Concentration, S1 Management Study Program, Faculty of Economics, Jakarta State University. Advisory Team: M. Edo Suryawan Siregar, S.E., M.B.A. & Ika Febrilia, SE, M.M. The purpose of this study was to determine the effect of product quality on purchasing decisions, features of purchasing decisions, design of purchasing decisions, celebrity endorsement of purchasing decisions. The data collection method used a survey method with an instrument in the form of a questionnaire. This study used a total sample of 200 respondents with criteria aged 17 years and over, domiciled in the JABODETABEK area and used skincare for the last 3 months. Data analysis techniques used SPSS version 24 and AMOS version 24 to process and analyze research data. The results showed the variable product quality, features, design and celebrity endorsement had a positive effect on purchasing decisions. Keywords: Product Quality, Features, Design, Celebrity Endorsement, Purchase Decision and Skincare

Actions (login required)

View Item