Pengaruh Endorser Selebiriti Terhadap Niat Beli Produk Hijau Pada Iklan Wardah

Susanto, Herfit and , Dr. Rini Kuswati, S.E., M.Si (2018) Pengaruh Endorser Selebiriti Terhadap Niat Beli Produk Hijau Pada Iklan Wardah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Analysis of this research about the influence of Endorse Selebiriti Against Consumer Buying In Wardah Ads with Green Products. Endorse celebrity elements used consist of trust, expertise and attractiveness. Samples taken in the study were 100 respondents. The analysis method used is multiple linear regression analysis, validity and reliability test. Based on the results of the analysis found it can be explained that endorse celebrity beliefs, endorse celebrity expertise, and endorse celebrity appeal have a positive and significant influence on consumer attitudes and consumer attitudes also have a positive and significant impact on consumer buying intentions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Trust Endorse, Endorse Celebrity Expertise, Endorse Celebrity Endurance, Consumer Attitude, Consumer's Buying intentions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HERFIT SUSANTO
Date Deposited:	26 Oct 2018 09:01
Last Modified:	26 Oct 2018 09:01
URI:	http://eprints.ums.ac.id/id/eprint/67763

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