Puspita, Eka Amelia (2024) Pengaruh Celebrity Endorser dan Iklan Produk Terhadap Brand Awareness Pada Produk Scarlett Whitening Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The aim of the research is to see the influence of celebrity endorsers and product advertising on Scarlett Whitening brand awareness. The selected population is Scarlett Whitening users in Surabaya and have purchased and used Scarlett whitening products. The sample was taken from 100 respondents who were consumers of Scarlett whitening products in Surabaya. The sampling technique uses a non-probability sampling technique with a purposive sampling approach. The type of research is associative research with a quantitative approach. The analysis method for this research uses statistical analysis tests. Hypothesis testing includes Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Test, t Test, f Test and Coefficient of Determination Test. The research results show that celebrity endorsers and product advertisements simultaneously have a positive and significant effect on brand awareness by obtaining a fcount of 19.866. Meanwhile, partially, the two independent variables have a positive and significant effect on brand awareness by obtaining Celebrity Endorser tcount of 4.546 and product advertising tcount of 4.431.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Eka Amelia Puspita | ||||||||
| Date Deposited: | 04 Jul 2024 03:40 | ||||||||
| Last Modified: | 04 Jul 2024 03:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25458 |
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