Analisis Pengaruh Daya Tarik, Kredibilitas, Dan Kecocokan Bintang Iklan Terhadap Keputusan Pembelian Produk Motor Yamaha

TIGOR YUNIOR, SANDHIKA and -, Drs. Agus Muqorrobin, M.M. (2018) Analisis Pengaruh Daya Tarik, Kredibilitas, Dan Kecocokan Bintang Iklan Terhadap Keputusan Pembelian Produk Motor Yamaha. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of the attractiveness, credibility and the match up of the endorser to a purchase decision. The sample in this research is the user of Yamaha motorcycle product in Surakarta City which is 150 respondents. Sampling technique in this research is with non probability sampling with convenience sampling method. Data analysis method used is multiple linier regression analysis test. From the hypothesis test showed that the credibility and matches up of the endorser have a significant influence on purchasing decisions with t count of 4,996 and 3,720, respectively, while the variable of the attractiveness of the endorser has no significant effect on purchasing decision. The f test shows that together the attractiveness, credibility, and the match up of the endorser have a significant effect on the purchase decision. The coefficient of determination (R2) is 26,1%.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Attractiveness of the Endorser, Credibility of the Endorser, Match Up of the Endorser, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SANDHIKA TIGOR YUNIOR
Date Deposited: 09 Feb 2018 01:02
Last Modified: 09 Feb 2018 01:02
URI: http://eprints.ums.ac.id/id/eprint/59733

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