Alifyanti, Uchtisyah (2022) Analisis Pengaruh Celebrity Endorser, Citra Merek, dan Promosi Penjualan terhadap Keputusan Pembelian pada produk Scarlett Whitening. (Studi Kasus Konsumen Scarlett Whitening di Kota Surabaya). Undergraduate thesis, UPN VETERAN Jawa Timur.
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Abstract
The purpose of this research is to find out and analyze the influence of Celebrity Endorser, Brand Image, and Sales Promotion on Purchase Decisions on Scarlett Whitening products in Surabaya. The approach used in this research is descriptive quantitative approach. The technique used in determining the sample uses a non-probability sampling technique with a purposive sampling method, namely the determination of the sample based on the criteria of Surabaya residents who have used Scarlett Whitening. The method used in collecting data is using a questionnaire in Google Form. The measurement scale used is the Likert scale and assisted by the SPSS program to analyze the data. Respondents in this study amounted to 101 Scarlett Whitening consumers in Surabaya. The results of the study there is a partial effect of each independent variable on the dependent variable. This study also shows that the variables Celebrity Endorser, Brand Image, and Sales Promotion Simultaneously have a positive and significant effect on purchasing decisions. Keywords: Celebrity Endorser, Citra Merek, Promosi Penjualan, Keputusan Pembelian
| 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: | Unnamed user with email 18042010072@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 04 Mar 2024 04:07 | ||||||||
| Last Modified: | 04 Mar 2024 04:07 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7353 |
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