Skripsi S1

Pengaruh Celebrity Endorser dan Advertising Appeal terhadap Purchase Decision melalui Brand Image sebagai Variabel Intervening pada Konsumen Mie Sedaap Korean Spicy Chicken (Studi pada Mahasiswa di Kabupaten Kebumen)

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Abstrak
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari celebrity endorser dan advertising appeal terhadap purchase decision melalui brand image sebagai variabel intervening pada konsumen mie Sedaap Korean Spicy Chicken (Studi pada Mahasiswa di Kabupaten Kebumen). Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh antara variabel independen, variabel intervening dan variabel dependen. Populasi penelitian ini yaitu semua mahasiswa di kabupaten Kebumen. Sampel dalam penelitian ini sebanyak 100 orang. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode pengumpulan data dengan kuesioner. Sikap responden diukur dengan skala likert 4 tingkatan dan data yang diperoleh diolah dengan analisis SPSS (Statistical Product and Service Solution) for windows versi 25. Analisis data menggunakan analisis deskriptif, dan analisis statistik (analisis jalur) dan uji sobel. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara variabel celebrity endorser terhadap brand image, advertising appeal berpengaruh positif dan signifikan terhadap brand image, selanjutnya celebrity endorser tidak berpengaruh signifikan terhadap purchase decision, advertising appeal berpengaruh positif dan signifikan terhadap purchase decision, dan berdasarkan uji sobel yang dilakukan terbukti bahwa brand image dapat memediasi pengaruh antara celebrity endorser dan advertising appeal terhadap purchase decision.
Kata kunci : celebrity endorser,advertising appeal, brand image dan purchase decision.

Abstract
This study aims to examine and analyze the effect of celebrity endorsers and advertising appeal on purchase decisions through brand image as an intervening variable on Sedaap Korean Spicy Chicken noodle consumers (Study of Students in Kebumen District). The purpose of this study is to analyze and explain the influence between independent variables, intervening variables and dependent variables. The population of this research is Sedaap Korean Spicy Chicken noodle consumers in Kebumen district. The sample in this study were 100 people. The sampling technique used was purposive sampling. Data collection method with a questionnaire. Respondents' attitudes are measured with a 4-level Likert scale and the data obtained are processed by SPSS (Statistical Product and Service Solution) analysis for Windows version 25. Data analysis uses descriptive analysis, and statistical analysis (path analysis) and sobel test. The results showed that there was a positive and significant effect between celebrity endorser variables on brand image, advertising appeal had a positive and significant effect on brand image, then celebrity endorser did not significantly influence purchase decision, advertising appeal had a positive and significant effect on purchase decision, and based on test It was proven that the brand image could mediate the influence between celebrity endorsers and advertising appeal on purchase decisions.
Keywords: celebrity endorser, advertising appeal, brand image and purchase decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Din p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Dini Wahyu Widarti

Versi lain/terkait

Lampiran Berkas

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