Skripsi S1

Pengaruh Brand Image, Product Design dan Celebrity Endorser terhadap Repurchase Intention (Studi pada Pelanggan Sepatu Sepak Bola Merek Specs)

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Abstrak
Penelitian ini dilakukan untuk mengetahui pengaruh brand image, product design, dan celebrity endorser terhadap repurchase intention pada pengguna sepatu sepak bola merek Specs. Metode purposive sampling dengan jumlah responden 100 orang. Teknik analisis data yang digunakan adalah regesi linier berganda, uji t, uji F, dan koefesien determinasi. Dari hasil penelitian dapat diketahui bahwa brand image, product design, dan celebrity endorser berpengaru secara simultan terhadap repurchase intention sebesar 71,6%. Hasil penelitian ini menunjukan bahwa variabel brand image tidak berpengaruh secara parsial terhadap repurchase intention. Product design berpengaruh signifikan secara parsial terhadap repurchase intention. Celebrity endorser berpengaruh signifikan terhadap repurchase intention.
Kata Kunci: Brand Image, Product Design, Celebrity Endorser, Repurchase Intention
Abstract
This study was conducted to determine the effect of brand image, product design, and celebrity endorser to repurchase intention in customer shoes Specs. By using purposive sampling 100 responden. The data analysis technique used was multiple linier regression, t test, F test, and coefficient of determinan analys. The result showed that the regression model used has fullfiled classical assumption test. From the research result shower that simultaneously the brand image, product design, and celebrity endorser has a significant effect on the repurchase intention as 71,6%. While partially brand image not significant to repurchase intention, product design significantly effect to repurchase intention, and celebrity endorser significantly effect to repurchase intention.
Keyword: Brand Image, Product Design, Celebrity Endorser, Repurchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Mif 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

Miftahul Anam

Versi lain/terkait

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