Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Kue Solo Pluffy dengan Kepercayaan Merek Sebagai Variabel Intervening

Lustyani, Regita Imelda and , Dr. Muzakar Isa, SE., M.Si (2021) Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Kue Solo Pluffy dengan Kepercayaan Merek Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (568kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (1MB)
	PDF (Bab I) BAB I.pdf Download (122kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (361kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (320kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (496kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (96kB) | Request a copy
	PDF (Daftar Pustaka) Daftar pustaka.pdf Download (213kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (802kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) SURAT PERNYATAAN PUBLIKASI ILMIAH.pdf Restricted to Repository staff only Download (12kB) | Request a copy

Abstract

This study aims to analyze the effect of celebrity endorser and brand image on purchase intention Solo Pluffy cakes with brand trust as an intervening variable. The population and sample of this study were students in the city of Surakarta, and the number of respondents as samples in this study were 145 respondents. The type of data used in this study is primary data. Data collection method using a questionnaire. Data analysis technique using SEM (Structural Equation Modeling) based on components or variance, namely Partial Least Square (PLS). The results of the analysis in this study indicate that celebrity endorser has a significant positive effect on brand trust, brand image has a significant positive effect on brand trust, celebrity endorser has no significant positive effect on purchase intention, brand image has a significant positive effect on purchase intention, brand trust has a significant positive effect on purchase intention, brand trust mediates the influence of celebrity endorser on purchase intention positively and significantly, and brand trust mediates the influence of brand image on purchase intention positively and significantly.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Endorser, Brand Image, Kepercayaan Merek, Minat Beli.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	REGITA IMELDA LUSTYANI
Date Deposited:	18 Feb 2021 07:50
Last Modified:	18 Feb 2021 07:50
URI:	http://eprints.ums.ac.id/id/eprint/89447

Actions (login required)

View Item