Kusdayanti, Prithvi Angginy (2023) Pengaruh Brand Image dan Celebrity Endorse Terhadap Minat Beli Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This era of globalization presents new business opportunities and challenges for companies doing business in the country. On the other hand, the era of globalization expanded the market for Indonesian company products. One industry that dominates the market is the cosmetics market. This high buying interest in the cosmetics market has made local brands not to be outdone by foreign brands which are starting to dominate the Indonesian cosmetics market. In controlling the market, it is also important to build a brand image, promote products, and value the product. The purpose of this study was to determine the effect of brand image and celebrity endorsement on purchase intention through brand trust as an intervening variable. Data collection was carried out using a questionnaire with a Likert scale. A total of 100 respondents participated in the study. With purposive sampling as a sampling technique and SPSS 26 for windows for data analysis techniques. Hypothesis testing was carried out using the t test. The results of this study showed that the brand image variable and the celebrity endorser variable had a positive and significant effect on the brand trust variable for Scarlett Whitening products, the brand image variable had a positive and significant effect on the interest in buying Scarlett Whitening products variable, the Celebrity Endorse variable has no significant effect on the variable interest in buying Scarlett Whitening products, and the variable brand trust has a positive and significant effect on the variable interest in buying Scarlett Whitening products among consumers in the Surabaya area.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Prithvi Angginy Kusdayanti | ||||||||
| Date Deposited: | 13 Mar 2023 04:56 | ||||||||
| Last Modified: | 13 Mar 2023 04:56 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12313 |
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