PENGARUH CELEBRITY ENDORSER DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Mahasiswa di Kota Semarang)

Nazillah, Ulfa (2020) PENGARUH CELEBRITY ENDORSER DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Mahasiswa di Kota Semarang). Undergraduate thesis, Universitas Stikubank.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh celebrity endorser dan ikaln televisi terhadap keputusan pembelian pada aplikasi Shopee di Kota Semarang. Responden dalam penelitian ini sebanyak 100 responden. Pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner. Data diolah menggunakan SPSS (Statistical Product and Solutions) dan analisis yang digunakan adalah regresi linier berganda,uji validitas, uji reabilitas, uji F, uji koefisien determinasi (R²), dan uji t. Hasil Penelitian ini menunjukkan bahwa semua indikator valid dan semua variabel reliabel. Variabel celebrity endorser dan iklan televisi berpengaruh signifikan terhadap keputusan pembelian aplikasi Shopee di Semarang Thisstudy aims to examine the effect of celebrity endorsers and television advertisements on purchasing decisions on Shopee applications in the cityof Semarang. Respondents in this study were 100 respondents. Sampling in this study using purposive sampling technique. Data collection methods in this study used a questionnaire. Data is processed using SPSS (Statistical Product and Solutions) and the analysis used is multiple linear regression, validity test, reliability test, F test, coefficient of determination (R²) test, and t test. The results of this study indicate that all indicators are valid and all variables are reliable. The variable celebrity endorser and television advertising have a significant effect on the decision to purchase the Shopee application in Semaran

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1602 NIM.16.05.51.0164
Uncontrolled Keywords:	Celebrity endorser, Iklan televisi dan Keputusan pembelian
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis > Program Studi Manajemen
Depositing User:	Farida Sri Endaryani
Date Deposited:	06 May 2020 02:27
Last Modified:	06 May 2020 02:27
URI:	http://eprints.unisbank.ac.id/id/eprint/6639

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