Skripsi S1

Analisis Pengaruh Online Customer Review, Celebrity Endorser, dan Brand Image Terhadap Keputusan Pembelian Produk Skincare MS Glow (Studi Kasus Pada Pelanggan MS Glow di Kabupaten Kebumen)

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ABSTRACT
The purpose of this study was to determine the effect of online consumer
review,celebrity endorser, and brand image on study purchasing decisions
skincare Ms Glow in Kebumen. The sampling method used in this study is
nonprobability sampling with purposive sampling technique. The total sample in
this study was 100 respondents. The method of collecting data using a
questionnaire. The data analysis used was the validity and reliability instrument
test, the classical assumption test and the hypothesis test using the SPSS 22.0 for
windows program. The results of this study indicate that all statement items for
each variable are valid and reliable. The research model meets the criteria of the
classical assumption test, there is no multicolonierity, heteroscedasticity, and
meets the assumption of normality. Based on the results of the partial test (t test),
it was found that the variable celebrity endorser and brand image had a
significant effect on purchasing decisions. Meanwhile, the online consumer
review variable does not significantly influence purchasing decisions

Keywords: online consumer review, celebrity endorser, brand image and
purchasing decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Int O c.

Penerbit

Kebumen : Universitas Putra Bangsa., 2021

Deskripsi Fisik

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Bahasa

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

Intan Permatasari

Versi lain/terkait

Lampiran Berkas

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