Netriyani, Maria Imakulata (2023) Pengaruh Celebrity Endorser,Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Scarlett (Studi Kasus pada Mahasiswa Manajemen FEB UNMER Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

Preview	Text HALAMAN AWAL.pdf Download (1MB) | Preview
Preview	Text BAB I.pdf Download (26kB) | Preview
	Text BAB II.pdf Restricted to Repository staff only Download (154kB)
	Text BAB III.pdf Restricted to Repository staff only Download (164kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (372kB)
	Text BAB V.pdf Restricted to Repository staff only Download (10kB)
Preview	Text DAFTAR PUSTAKA.pdf Download (14kB) | Preview
Preview	Text HASIL CEK PLAGIASI.pdf Download (188kB) | Preview

Abstract

This study aims to determine the relationship partially and simultaneously with the variables Celebrity Endorser, Product Quality and Brand Image on purchasing decisions in the Scarlett study on students of the Faculty of Economics and Business, Merdeka University, Malang. The sampling technique uses simple random sampling. The analysis used includes validity test, reliability test, classical assumption test, hypothesis test and determination test. The results of data analysis show that there is a simultaneous and partial effect of celebrity endorser, product quality and brand image on purchasing decisions of students of the Faculty of Economics and Business, Merdeka University of Malang. The celebrity endorser variable has no significant effect on purchasing decisions of students of the Faculty of Economics and Business, Merdeka University of Malang . Brand image variable has a dominant influence on purchasing decisions of students of the Faculty of Economics and Business, Merdeka University Malang.

Actions (login required)

View Item