Lalenoh, Marcel Yoshua (2024) PENGARUH CELEBRITY ENDORSER DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE PADA MAHASISWA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20012010031.-COVER.pdf Download (1MB) |
|
Text (Bab I)
20012010031.-BAB 1.pdf Download (399kB) |
|
Text (Bab II)
20012010031.-BAB 2.pdf Restricted to Repository staff only until 12 December 2026. Download (121kB) |
|
Text (Bab III)
20012010031.-BAB 3.pdf Restricted to Repository staff only until 12 December 2026. Download (166kB) |
|
Text (Bab IV)
20012010031.-BAB 4.pdf Restricted to Repository staff only until 12 December 2026. Download (225kB) |
|
Text (Bab V)
20012010031.-BAB 5.pdf Download (11kB) |
|
Text (Daftar Pustaka)
20012010031.-DAFTAR PUSTAKA.pdf Download (78kB) |
|
Text (Lampiran)
20012010031.-LAMPIRAN.pdf Restricted to Repository staff only until 12 December 2026. Download (270kB) |
Abstract
This research aims to analyze the influence of celebrity endorsers and content marketing on purchasing decisions for The Originote skincare products among Surabaya students. This study uses a quantitative approach with a survey method, involving 91 respondents selected through purposive sampling techniques. The variables studied include the attractiveness, trustworthiness, and expertise of the celebrity endorser, as well as the relevance, accuracy, information value, ease of understanding, accessibility, and consistency of marketing content. The analysis results show that Content Marketing has a significant and positive influence on purchasing decisions, especially in terms of ease of understanding content. On the other hand, the influence of Celebrity Endorser on purchasing decisions is not significant, with expertise being the most dominant factor among the indicators used. It is hoped that these findings will provide insight to companies regarding the importance of relevant and accessible content marketing strategies to improve purchasing decisions, especially among students.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Marcel Yoshua | ||||||||
| Date Deposited: | 12 Dec 2024 08:13 | ||||||||
| Last Modified: | 12 Dec 2024 08:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33050 |
Actions (login required)
 |
View Item |