Hermawan, Irene Margareta (2024) Pengaruh Selebgram Endorsement dan Harga melalui Brand Image terhadap Keputusan Pembelian Skincare Glad To Glow di Media Sosial Instagram. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

Preview	Text HALAMAN AWAL.pdf Download (3MB) | Preview
Preview	Text BAB I.pdf Download (488kB) | Preview
	Text BAB II.pdf Restricted to Repository staff only Download (572kB)
	Text BAB III.pdf Restricted to Repository staff only Download (473kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (973kB)
	Text BAB V.pdf Restricted to Repository staff only Download (385kB)
Preview	Text DAFTAR PUSTAKA.pdf Download (386kB) | Preview
Preview	Text HASIL CEK PLAGIASI.pdf Download (451kB) | Preview

Abstract

This research aims to analyze the influence of celebrity endorsements and price through brand image on purchasing decisions for Glad To Glow skincare on Instagram social media. The method used is quantitative with data obtained from the results of distributing questionnaires to Glad To Glow skincare users in Malang City. The type of data is primary data obtained from 96 respondents by collecting respondent information for 10 days. Inner model path analysis was used to evaluate the relationship between variables. The research results show that Celebrity Endorsement and Price have a significant influence on the formation of Brand Image with path coefficient values of 0.306 and 0.574, with p-values of 0.002 and 0.000). Brand Image is also proven to have a significant influence on Purchasing Decisions with a path coefficient of 0.703, p-value 0.000). This research supports field findings which show that brand image plays a key role in mediating celebrity endorsement and price on purchasing decisions.

Actions (login required)

View Item