Hanif, Julio Armando Fadilio Muhammad and , Nur Achmad, S.E.,M.Si (2021) Pengaruh Brand Image Dan Celebrity Endorsement Terhadap Minat Beli Dan Keputusan Pembelian Pada Produk Skincare Ms Glow Dengan Minat Beli Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the influence of brand image, celebrity endorsement on purchase decision with purchase intention as a mediating variable of the population and sample in this research is people are already using the product MS GLOW, and the number of respondents as the sample in this study a total of 119 respondents. Sampling technique was non-probability sampling. The data analysis technique used is SEM-PLS which the calculation is assisted with SmartPLS 3.2.9. Analysis evaluation model Partial Least Square (PLS) was performed with the evaluation of the outer model and the evaluation of the inner model. The results of data analysis showed that the brand image positive significant impact on purchasing decisions, Brand image positive significant impact on purchase intention, celebrity endorsement positive not significant, celebrity endorsement a positive significant impact on purchase intention, purchase intention affects positive significant impact on purchasing decisions, Brand image has positive significant impact on purchasing decisions with buying interest as an intervening variable, Celebrity Endorsement has positive and significant effect on purchasing decisions by buying interest as an intervening variable
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Celebrity Endorsement, Purchase Intention, Purchase Decision |
| 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: | JULIO ARMANDO FADILIO MUHAMMAD HANIF |
| Date Deposited: | 13 Nov 2021 01:37 |
| Last Modified: | 13 Nov 2021 01:37 |
| URI: | http://eprints.ums.ac.id/id/eprint/95559 |
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