Widiyan, Raisha Dellania (2023) Pengaruh Endorser Selebriti, Citra Merek dan Persepsi Harga Terhadap Keputusan Pembelian Produk Erigo Pada Mahasiswa Fakultas Ekonomi dan Bisnis UPN "Veteran" Jawa Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Muhammad Sadad launched the local clothing brand Erigo in 2011. Erigo manufactures a variety of goods, including apparel, purses, jeans, and coats. This research attempts to ascertain how celebrity endorsers, brand perception, and pricing perception affect students at the Faculty of Economics and Business UPN "Veteran" East Java's choices to buy Erigo products. In this work, structural equation modeling (SEM) and the analytic program partial least squares (PLS) were used for data analysis. According to the study's findings, celebrity endorsements, brand image, and pricing perceptions all have a favorable and substantial impact on consumers' decision- making.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Raisha Dellania Widiyan | ||||||||
| Date Deposited: | 15 Aug 2023 01:46 | ||||||||
| Last Modified: | 21 Aug 2023 06:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16787 |
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