JOVANKA, NOVIA (2020) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN PRODUK WARDAH EXCLUSIVE MATTE LIP CREAM (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Negeri Jakarta). D3 thesis, Universitas Negeri Jakarta.
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Abstract
Novia Jovanka. 1702517007.THE INFLUENCE OF CELEBRITY ENDORSERS ON CONSUMERS PURCHASE INTENTION WARDAH PRODUCTS EXCLUSIVE MATTE LIP CREAM (Case Study On Student Faculty of Economics, State University of Jakarta). Study Program DIII Marketing Management. Faculty of Economics. State University Of Jakarta. This study aims to determine: 1) a description of celebrity endorsers products wardah exclusive matte lip cream, 2) a description of purchase intention products wardah exclusive matte lip cream, and 3) the influence of celebrity endorsers on consumers purchase intention products wardah exclusive matte lip cream. The population of reaserach were students S1 and D3 of the Faculty of Economics State University of Jakarta who used products wardah exclusive matte lip cream. Sample of research total of 100 respondents. The method of research uses descriptive analysis and hypotesis test. Data analysis techniques using the instrument test, classical assumption test, and simple linear regression anlaysis with the application of SPSS version 25 for data processing. This research proves that celebrity endorser has an influence positive and significant to purchase intention products wardah exclusive matte lip cream with t count > t table (8,541 > 1,984) and sig 0,000 < 0,05 and celebrity endorser has an influence 47,2% to purchase intention. Keywords: Celebrity Endorser, Purchase Intention.
| Item Type: | Thesis (D3) |
|---|---|
| Additional Information: | Pembimbing : Agung Kresnamurti Rivai. P, ST, M.M, |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) 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) > Perikalanan (Advertising) |
| Divisions: | Fakultas Ekonomi > D3 Manajemen Pemasaran |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 30 Sep 2020 01:43 |
| Last Modified: | 30 Sep 2020 01:43 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/9223 |
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