Rgk, Calvin (2024) Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Erigo di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to explore the influence of celebrity endorsers and brand image on Erigo purchasing decisions in the city of Surabaya. In this case, celebrity endorsers and brand image are considered important in increasing purchasing decisions for a product. This research uses a qualitative method using a questionnaire which is used to collect data and the population in this research is the people of Surabaya who have purchased Erigo products with a sample of 90 respondents. Data analysis uses the Partial Least Square (PLS) method. The research results show that celebrity endorsers have a positive and significant influence on the decision to purchase Erigo products in the city of Surabaya as well as brand image has a positive and significant influence on the decision to purchase Erigo products in the city of Surabaya. These findings show that there is a relationship that mutually influences celebrity endorsers, brand image, and Erigo purchasing decisions in the city of Surabaya. Keywords: Celebrity Endorser; Brand Image; Buying decisio
| 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: | Calvin Raja Gukguk | ||||||||
| Date Deposited: | 22 Jul 2024 03:02 | ||||||||
| Last Modified: | 22 Jul 2024 03:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26807 |
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