AZIZAH, RACHMI NUR (2020) PENGARUH CELEBRITY ENDORSER DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MEREK X PADA MAHASISWI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.
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Abstract
RACHMI NUR AZIZAH. 8135164091. The Effect Of Celebrity Endorser And Price Towards Student’s Purchase Decision Of X Cosmetic Brand In The Faculty Of Economic’s Universitas Negeri Jakarta. Business Education Study Program, Faculty of Economics, Jakarta State University, 2020. The purpose of this study is to study celebrity endorser and price towards student’s purchase decision of Wardah Cosmetic in the Faculty of Economic’s Jakarta State University. This research was conducted at Jakarta State University for six months from December 2019 to Juni 2020. The method used in this study used a survey method. The data used in this study is quantitative data with data analysis using multiple linear regression. The population in this study were student of Faculty of Economic’s Jakarta State University. Sampling in this study using the Purposive Sample method. For data processing, researchers processed the questionnaire using a Likert scale. Purchase Decision Variable, Celebrity Endorser Variable and Price Variable are the primary data that form the research questionnaire. The sample that was successfully achieved in this study was 117 student of Faculty of Economic’s Jakarta State University. In the coefisien test, the overall determinant variable can be known with the R square value of 0,396. This figure was changed to percent, the percentage of the effect Celebrity Endorser and Price on Purchase Decision was 39,6% or the independent variables Celebrity Endorser and Price could help 39,6% of the variables were changed into Purchase Decision, while the remaining 60,4% was needed by factors outside this study. The results obtained from this study are: (1) There is a positive influence and significant Celebrity Endorser on Purchase Decision of Wardah Cosmetic (2) There is a positive influence and significant Price on Purchase Decision of Wardah Cosmetic. Key Word : Purchase Decision, Celebrity Endorser, Price
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I : Dr. Corry Yohana, M.M Pembimbing II: Nadya Fadillah Fidhyallah, M.Pd |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Akuntansi (Accounting) > Akuntansi Biaya (Cost Accounting) |
| Divisions: | Fakultas Ekonomi > S1 Pendidikan Bisnis |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 12 Oct 2020 01:06 |
| Last Modified: | 12 Oct 2020 01:06 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/9421 |
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