HUBUNGAN ANTARA CELEBRITY ENDORSER DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN PRODUK AXE DEODORANT PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Candra, Zuzen Medi (2016) HUBUNGAN ANTARA CELEBRITY ENDORSER DAN KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN PRODUK AXE DEODORANT PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ZUZEN MEDI CANDRA. The correlation between celebrity endorsement and product quality with purchase decision of the Axe deodorant on students of the Faculty of Economics at the State University of Jakarta. Skripsi. Jakarta: Study Program of Commerce Education. Faculty of Economics. State University of Jakarta. 2016. This study aims to gain the proper knowledge to obtain empirical data and facts are accurate, legitimate, valid, and can be trusted and relied on the relationship between celebrity endorsement with purchase decision, product quality with purchase decision of the Axe deodorant on students of the Faculty of Economics at the State University of Jakarta. This study used survey method with the correlational approach. The Place of research conducted at the Faculty of Economics, University of Jakarta. The population in this study is students of the Faculty of Economics at the State University of Jakarta who used Axe deodorant. While the sample in this study is students of the Faculty of Economics at the State University of Jakarta who used Axe deodorant as many as 95 people. The sampling technique was used purposive sampling. The collection of data by distributing questionnaires. While the technique of analysis of this study using SPSS version 23. The hypothesis of this study indicate that: (1) There is a positive relationship between celebrity endorsement with purchase decision, the hypothesis is proved by the value of r = 0.510 and tcount (5.715) > ttabel (1.985). (2) There is a positive relationship between product quality with purchase dcision, the hypothesis proved by the value of r = 0.781 and tcount (12.074) > ttabel (1.985). Simple regression equation obtained was Ŷ = 72.391 + 0.354 (X1) and Ŷ = 19.300 + 2.608). The ability of the variable celebrity endorsement to describe the partial purchase decision from the result of determination (R2) 0.260 it means 26% variable purchase decision influenced by variable celebrity endorsement and the rest influenced by other factors outside of celebrity enddorsement. The ability of the variable product quality to describe the partial purchase decision from the result of determination (R2) 0.611 it means 61.1% variable purchase decision influenced by variable product quality and the rest influenced by other factors outside of product quality.

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