Fatmawati, Dyah Ayu (2024) Pengaruh Brand Image dan Celebrity Endorser terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi terhadap Konsumen Kopi Good Day pada Mahasiswa Fisip Upn “Veteran” Jawa Timur Angkatan 2020-2021). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
20042010174-cover.pdf Download (2MB) | Preview |
|
|
Text (BAB 1)
20042010174-bab1.pdf Download (186kB) | Preview |
|
![[img]](http://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB 2)
20042010174-bab2.pdf Restricted to Repository staff only until 5 February 2026. Download (337kB) |
|
|
Text (BAB 3)
20042010174-bab3.pdf Restricted to Repository staff only until 5 February 2026. Download (225kB) |
|
|
Text (BAB 4)
20042010174-bab4.pdf Restricted to Repository staff only until 5 February 2026. Download (838kB) |
|
|
Text (BAB 5)
20042010174-bab5.pdf Download (30kB) | Preview |
|
|
Text (Daftar pustaka)
20042010174-daftarpustaka.pdf Download (175kB) | Preview |
|
|
Text (Lampiran)
20042010174-lampiran.pdf Restricted to Repository staff only until 5 February 2026. Download (587kB) |
Abstract
The purpose of this research is to find out whether: 1) brand image has a significant influence on purchasing decisions, 2) celebrity endorsers have a significant influence on purchasing decisions, 3) brand image has a significant influence on purchasing interest, 4) celebrity endorsers have a significant influence on purchasing interest, 5 ) purchasing interest has a significant influence on purchasing decisions, 6) brand image has a significant influence on purchasing decisions through purchasing interest, 7) celebrity endorsers have a significant influence on purchasing decisions through purchasing interest. This type of research is quantitative research. The population in this research is Good Day coffee consumers among active students of the Faculty of Social and Political Sciences, UPN "Veteran" East Java Class of 2020-2021. The sampling technique in this research used purposive sampling. Data obtained through distributing questionnaires with a sample size of 100 respondents. The analysis technique in this research is using SEM-PLS analysis, path analysis, and hypothesis testing. To help with data processing and analysis using the SmartPLS 4.0 program. The results of this research prove that 1) brand image has a positive and significant effect on purchasing decisions, 2) celebrity endorsers have no positive and insignificant effect on purchasing decisions, 3) brand image has a positive and significant effect on purchasing interest, 4) celebrity endorsers have a positive effect and significant influence on purchasing interest, 5) purchasing interest has a positive and significant influence on purchasing decisions, 6) brand image has a positive and significant influence on purchasing decisions through purchasing interest, 7) celebrity endorsers have a positive and significant influence on purchasing decisions through purchasing interest.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | DYAH AYU FATMAWATI | ||||||||
| Date Deposited: | 05 Feb 2024 04:31 | ||||||||
| Last Modified: | 05 Feb 2024 04:31 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21057 |
Actions (login required)
 |
View Item |