Pengaruh Celebrity Endorser, Citra Merek Dan Testimoni Terhadap Minat Beli Produk Somethinc Di Surabaya

Ramadhanti, Reksi Daninzia (2024) Pengaruh Celebrity Endorser, Citra Merek Dan Testimoni Terhadap Minat Beli Produk Somethinc Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The cosmetics industry is currently experiencing intense competition, leading to an increase in the number of industry players in this sector over time. This phenomenon results in fierce competition among businesses, demanding them to design the right product marketing strategies to compete in the market. A critical factor determining the success of implementing business promotion strategies is the emergence of consumer interest in making purchases. This study was conducted to determine the influence of celebrity endorsers, brand image, and testimonials on the purchasing interest of Somethinc products in Surabaya. The type of research used was quantitative research. The population used in this study was the Surabaya residents who were aware of Somethinc products. The sample in this study consisted of 96 respondents. The sampling technique used in this study was nonprobability sampling. The type of data used was primary data, which is data obtained directly from the research object. Data collection techniques were carried out by distributing questionnaires via Google Form. The data analysis technique used in this study was multiple linear regression using SPSS version 29 software. Thus, the results of this study indicate that celebrity endorsers, brand image, and testimonials simultaneously influence the purchasing interest of Somethinc products in Surabaya. Celebrity endorsers, brand image, and testimonials have a positive and partial effect on the purchasing interest of Somethinc products in Surabaya.

Item Type:

Thesis (Undergraduate)

Contributors: