Syachputra, Bagus Adi (2025) PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADA P KEPUTUSAN PEMBELIA N SEPATU SANDAL EIGER DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
As time goes by, various fashion industries compete with various strategies to attract consumers' attention in making purchasing decisions. One strategy that is widely used is to increase the use of celebrity endorsers and build a brand image that is unique, has its own characteristics and values, so that it can influence consumer decisions. This research aims to analyze the influence of celebrity endorsers and brand image on purchasing decisions for Eiger sandals in Surabaya. This research uses a quantitative approach with a purposive sampling method. Data was obtained from 110 respondents who had bought Eiger sandals, got to know celebrity endorsers through questionnaires, and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) via SmartPLS software. The research results show that celebrity endorsers and brand image have a positive and significant influence on the decision to purchase Eiger sandals in Surabaya. This indicates that the use of artists as a promotional strategy and improving brand image is a key factor in purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products J Political Science > JA Political science (General) > JA51 Public management |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Bagus Adi Manajemen | ||||||||
| Date Deposited: | 03 Dec 2025 02:38 | ||||||||
| Last Modified: | 03 Dec 2025 02:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47449 |
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