Pengaruh Celebrity Endorser Terhadap Niat Beli Produk yang Dimediasi oleh Kepercayaan Merek (Studi pada Konsumen Produk Pantene di UMS)

Okta Nurwachid Putra, Bayu and , Dr. Rini Kuswati, S.E., M.Si (2020) Pengaruh Celebrity Endorser Terhadap Niat Beli Produk yang Dimediasi oleh Kepercayaan Merek (Studi pada Konsumen Produk Pantene di UMS). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of celebrity endorsers on product purchase intentions mediated by brand trust (Study of pantene consumers at UMS). The population and sample of this study were students of Muhammadiyah University of Surakarta who used pantene products and the number of respondents as samples in this study were 100 respondents. The type of data used in this study is primary data. Data collection method using a questionnaire. Data analysis using hierarchical regression method hayes. The results of the analysis in this study indicate that celebrity endorsers have a significant positive effect on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, brand trust has a significant positive effect on purchase intentions, and brand trust mediates the influence of celebrity endorsers on purchase intentions positively and significantly.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Endorser, Brand Trust, Purchase Intention.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BAYU OKTA NURWACHID PUTRA
Date Deposited:	25 Jul 2020 02:03
Last Modified:	25 Jul 2020 02:03
URI:	http://eprints.ums.ac.id/id/eprint/83770

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