PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SHAMPO SUNSILK PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

AURELIA, ALDA (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SHAMPO SUNSILK PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (417kB) | Preview
Preview	Text Table_Of_Content.pdf Download (175kB) | Preview
Preview	Text Chapter1.pdf Download (207kB) | Preview
	Text Chapter2.pdf Restricted to Repository staff only Download (213kB)
Preview	Text Chapter3.pdf Download (291kB) | Preview
	Text Chapter4.pdf Restricted to Repository staff only Download (596kB)
Preview	Text Chapter5.pdf Download (115kB) | Preview
Preview	Text Bibliography.pdf Download (105kB) | Preview

Abstract

ALDA AURELIA, The Effect of Product Quality, Brand Image and Celebrity Endorser Towards Students Purchase Decisions of Sunsilk Shampoo in Universitas Negeri Jakarta. The purpose of this study was to determine the effect of Product Quality, Brand Image and Celebrity Endorser on the Purchasing Decision of Sunsilk Shampoo on Students of Jakarta State University. This research was conducted at Jakarta State University, for 7 months from January to July 2020. The research method that the researchers used was a survey method with a correlational approach, the population used was all students of Jakarta State University. The sampling technique used was Purposive Sampling technique of 137 people. The resulting regression equation is Ŷ = 23.184 + 0.199 X1 + 0.153 X2 + 0.266 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200 and X3 of value of 0.200. Because the significance level of the four variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces a significance value in Linearity, which is 0,000 <0.05, so it can be concluded that it has a linear effect. Next, a t test was carried out and Y yielded over X1 ������= 2,493 and ������ = 1,97796, Y over X2 ������ = 2,093 and ������ = 1,97796 and Y over X3 ������ = 3,319 and ������ = 1,97796. Correlation coefficient between product kuslitss (X1) to purchase decision (Y) is 0.326, correlation coefficient between brand image variable (X2) to purchase decision (Y) is 0.263 and correlation coefficient between celebrity endorser variable (X3) to purchase decision (Y) of 0.356. So, there is a positive and significant effect between product quality on purchasing decisions. There is a positive and significant influence between brand image on purchasing decisions. And there is a positive and significant influence between celebrity endorsers on purchasing decisions. Thus, it can be concluded that there is a positive and significant influence between product quality, brand image and celebrity endorser on purchasing decisions. The coefficient of determination of Y over X1 was obtained at 0.106 which indicates that 10.6% of the purchase decision variable is determined by product quality. Meanwhile, the remaining 89.4% is influenced by other factors. The coefficient of determination of Y over X2 was 0.069, indicating that 6.9% of the purchase decision variable was determined by brand image. Meanwhile, the remaining 83.1% is influenced by other factors. And the coefficient of determination of Y over X3 obtained by 0.127 which indicates that 12.7% of the purchase decision variable is determined by celebrity endorsers. Meanwhile, the remaining 87.3% is influenced by other factors. Keywords: Purchasing Decisions, Product Quality, Brand Image, Celebrity Endorser

Actions (login required)

View Item