Rizki Arfian, Febriya (2020) PENGARUH iCELEBRITY iENDORSER iDAN iPERSEPSI iHARGA iTERHADAP iKEPUTUSAN iPEMBELIAN (Studi pada Konsumen Shampo Clear Sachet di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian iini ibertujuan iuntuk imenganalisis idan imengetahui itentang i: i(1) ipengaruh icelebrity iendorser iterhadap ikeputusan ipembelian ipada ishampo iclear idi ikota isemarang i(2) ipengaruh ipersepsi iharga iterhadap ikeputusan ipembelian ipada ishampo iclear idi ikota isemarang. iPenelitian iini ibersifat ipenelitian ikuantitatif. iPopulasi ipada ipenelitian iini iadalah ikonsumen ishampo iclear idikota isemarang. iTeknik ipengambilan isampel ipada ipenelitian iini imenggunakan imetode ipurposive isampling idengan ijumlah isampel isebanyak i100 iorang. iTeknik ipengambilan idata imenggunakan ikuesioner iyang itelah idiuji ivaliditas idan ireliabilitasnya, iserta iteknis ianalisis idata imenggunakan iregresi ilinier iberganda. Hasil ipenelitian imenunjukkan ibahwa i(1) iterdapat ipengaruh ipositif idan isignifikan imengenai icelebrity iendorser iterhadap ikeputusan ipembelian idengan inilai iKMO i(Keiser-Mayer-Olkin) isebesar i0,779, inilai iCronbach iAlpha i0,812, inilai it ihitung isebesar i4,926 idan iSig ihitung isebesar i0,000 i(2) iterdapat ipengaruh ipositif idan isignifikan imengenai ipersepsi iharga iterhadap ikeputusan ipembelian idengan inilai iKMO i(Keiser-Mayer-Olkin) isebesar i0,773, inilai iCronbach iAlpha i0,748, i inilai it ihitung isebesar i3,555 idan iSig ihitung isebesar i0,001 ABSTRACT The ipurpose iof ithis iresearch iwas ito ifound ianalyze iand iinfluence i: i(1) ithe ieffect iof icelebrity iendorser ion ipurchasing idecisions ion iclear ishampoo iin iSemarang i(2) ithe ieffect iof iprice iperception ion ipurchasing idecisions ion ishampoo iclear iin iSemarang icity. iThis iresearch iis iquantitative iresearch. iThe ipopulation iin ithis istudy iwere iconsumers iof iclear ishampoo iin iSemarang. iThe isampling itechnique iin ithis istudy iused ia ipurposive isampling imethod iwith ia itotal isample iof i100 ipeople. iData icollection itechniques iusing ia iquestionnaire ithat ihas ibeen itested ifor ivalidity iand ireliability, ias iwell ias itechnical idata ianalysis iusing imultiple ilinear iregression. The iresults ishowed ithat i(1) ithere iwas ia ipositive iand isignificant iinfluence ion icelebrity iendorsers ifor ipurchasing idecisions iwith ia iKMO i(Keizer-Mayer-Olkin) ivalue iof i0.779, iCronbach iAlpha ivalue iof i0.812, ia it-value iof i4.926 iand ia iSig iof i0.000 i(2) icontained ipositive iand isignificant iinfluence ion iprice iperception iof ipurchasing idecisions iwith iKMO i(Keizer-Mayer-Olkin) ivalue iof i0.773, iCronbach iAlpha ivalue iof i0.748, it ivalue iof i3.555 iand iSig icalculated iof i0.001.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1748 NIM 16.05.51.0244 |
| Uncontrolled Keywords: | Kata kunci: celebrity iendorser,persepsi iharga,keputusan ipembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 09 Nov 2020 06:40 |
| Last Modified: | 09 Nov 2020 06:40 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7387 |
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