Pengaruh Selebriti Endorsement terhadap Minat Beli Produk Wardah di Surakarta

FAIZAH, SALMA CHOIRUNNISA and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si (2021) Pengaruh Selebriti Endorsement terhadap Minat Beli Produk Wardah di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of celebrity endorsements on consumer buying interest (Case study of consumers who use Wardah's cosmetic products). The population and sample of this study are the people of Surakarta who use Wardah cosmetic products and the number of respondents as the sample in this study were 200 respondents. The type of data used in this study is primary data. The method of collecting data using a questionnaire. Data analysis using multiple linear regression. The results of the analysis in this study show attractiveness has a positive and significant effect. Expertise has a negative and insignificant effect, trust has a negative and insignificant effect on consumer purchase interest.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Attractiveness, trust, expertise and purchase intention.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SALMA CHOIRUNNISA FAIZAH
Date Deposited:	18 Feb 2021 13:47
Last Modified:	18 Feb 2021 13:47
URI:	http://eprints.ums.ac.id/id/eprint/89519

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