Pengaruh daya tarik iklan dan kredibilitas celebrity endorser terhadap minat beli konsumen dengan brand awareness Sebagai variabel intervening (Studi pada Konsumen Produk Mie Sedaap Korean Spicy Chicken di Kalangan Mahasiswa Manajemen Universitas Muhammadiyah Surakarta)

Utami, Peggy Rahayu Tyas and , Nur Achmad, SE, M.Si (2021) Pengaruh daya tarik iklan dan kredibilitas celebrity endorser terhadap minat beli konsumen dengan brand awareness Sebagai variabel intervening (Studi pada Konsumen Produk Mie Sedaap Korean Spicy Chicken di Kalangan Mahasiswa Manajemen Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of advertising attractiveness and celebrity endorser credibility on purchase intention with brand awareness as an intervening variable. This research is a quantitative research using primary data in the form of a questionnaire. The sample in this study was management students of Muhammadiyah University of Surakarta, amounting to 100 people, the sample was selected using purposive sampling technique. The data obtained were analyzed using the Partial Least Square (PLS) method with the Structural Equation Model using the SmartPLS 3.0 software tool. The results of this study indicate that there is a positive and significant effect of advertising attractiveness and celebrity endorser credibility on brand awareness, there is a positive and significant influence between advertising attractiveness on purchase intention, there is a negative and insignificant effect between celebrity endorser credibility on purchase intention, brand awareness positive and insignificant effect on purchase intention, then there is a positive and insignificant effect between advertising attractiveness and celebrity endorser credibility on purchase intention with brand awareness as an intervening variable.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	advertising attractiveness, celebrity endorser credibility, brand awareness, purchase intention.
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:	PEGGY RAHAYU TYAS UTAMI
Date Deposited:	06 Aug 2021 07:04
Last Modified:	06 Aug 2021 07:04
URI:	http://eprints.ums.ac.id/id/eprint/92666

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