Pengaruh Celebrity Endorsement terhadap Pembelian Produk Mie Sedap Korean Spicy Chicken pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Muhammadiyah Surakarta Angkatan Tahun 2016/2017

Darmawan, Rizda and , Zulfa Irawati, S.E., M.Si. (2020) Pengaruh Celebrity Endorsement terhadap Pembelian Produk Mie Sedap Korean Spicy Chicken pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Muhammadiyah Surakarta Angkatan Tahun 2016/2017. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of celebrity influence, with the dimensions of visibility, credibility, attractiveness, and strength of purchasing Korean spicy chicken noodle products for students of the faculty of economics and business, Muhammadiyah University of Surakarta. The population and sample of this study were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta class 2016-2017 who were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta, class of 2016-2017 who had seen an advertisement for Korean spicy chicken delicious noodles, had bought Korean Spicy Chicken noodles, and ever following the challenge of eating Korean spicy noodles with the number of respondents as the sample in this study were 96 respondents. The types of data used in this study are primary and secondary data. Methods of data using a questionnaire. Data analysis using multiple linear regression. The results of the analysis in this study indicate that celebrity decisions have an effect on purchasing decisions, visibility has no effect on purchasing decisions, credibility has no effect on purchasing decisions, attractiveness does not affect purchasing decisions, and power has no effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Endorse, Visibility, Attraction, Credibility, Power, Keputusan Pembelian, Mie sedap Korean Spicy Chicken
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIZDA DARMAWAN
Date Deposited:	18 Aug 2020 01:36
Last Modified:	18 Aug 2020 01:36
URI:	http://eprints.ums.ac.id/id/eprint/84975

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