Pengaruh Celebrity Endorser Terhadap Niat Beli Konsumen (Studi Kasus pada Konsumen Produk Wardah di Surakarta)

Rahmita, Dian Ayu and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si., (2020) Pengaruh Celebrity Endorser Terhadap Niat Beli Konsumen (Studi Kasus pada Konsumen Produk Wardah di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The needs of the modern era society such as now makes the company must be able to meet the needs of the community so that the company continues to grow. This encourages market participants to think creatively in marketing their products. One way is to use celebrity endorsers as supporters in marketing products. Dimensions of celebrity endorsers to be used namely likability, credibility, personality, attractiveness and expertise. The sample in this study were students and students who had never used Wardah products in Surakarta. Data collection techniques were carried out using a questionnaire. The analytical tool used is SPSS. The results of this study indicate that endorser likability and personality endorser have insignificant negative influence on purchase intention, endorser credibility and attractiveness endorser have a significant positive effect on purchase intention and endorser expertise has no significant positive effect on purchase intention.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	celebrity endorse, credibility endorser, attractiveness endorser, intention buying.
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:	DIAN AYU RAHMITA
Date Deposited:	13 Aug 2020 06:07
Last Modified:	13 Aug 2020 06:07
URI:	http://eprints.ums.ac.id/id/eprint/84707

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