Restiatin, Restiatin (2025) PENGARUH CELEBRITY ENDORSER, PERCEIVED QUALITY DAN TESTIMONI TERHADAP PURCHASE INTENTION PRODUK HANASUI DI SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The development of technology and information systems has led to a shift in consumption behavior. Online shopping is progressively emerging as the primary option, prompting companies to innovate continually to maintain consumer interest in their products. In this period, consumer purchasing interest is impacted by various elements, including the quality provided, the marketing methods employed, and testimonials from other buyers. The focus of this study is to analyze how celebrity endorsers, perceived quality, and testimonial variables partially and simultaneously affect the purchase intention of Hanasui's local brand products among Surabaya City consumers. The quantitative method is the approach used in this research with a questionnaire as the data collection technique. This research determines people who live in Surabaya City with a population of 2.9 million as the population. The sample consisted of 205 respondents selected through the purposive sampling method with the criteria of knowing Hanasui products, being at least 17 years old, and being domiciled in Surabaya. Data measurement is conducted using a Likert scale. The Statistical Package for the Social Sciences (SPSS) software version 26 was utilized to examine the data using a multiple linear regression analysis test. The findings of this study indicate that simultaneously celebrity endorser, perceived quality, and testimonials have a significant impact on purchase intention. Furthermore, the findings show that celebrity endorser has a partial influence on purchase intention. In addition, perceived quality exerts a partial influence on purchase intention, while testimonials also demonstrate a significant partial influence on purchase intention. Keyword: celebrity endorser, perceived quality, testimoni, and purchase intention
| 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: | RESTIATIN RESTIATIN RESTIATIN | ||||||||
| Date Deposited: | 07 Mar 2025 03:09 | ||||||||
| Last Modified: | 07 Mar 2025 03:09 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35383 |
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