Muhamad, Alwi Noer (2019) ANALISIS CELEBRITY ENDORSE TERHADAP SIKAP KONSUMEN PADA IKLAN TV HONDA SERTA DAMPAKNYA PADA NIAT BELI KONSUMEN PADA PRODUK HONDA DI PT. SELAMAT LESTARI MANDIRI KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

The research was aimed at analyzing the influence of celebrity endorse (X1) toward customer purchase intention (Y) on products of Honda at PT. Selamat Lestari Mandiri Sukabumi City which was mediated by customer attitude toward television advertising (X2). The research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation, and literature review. The technique of analyzing data applied were path analysis by means of mediation variable on which in calculating the result of influence within the method was conducted by simultaneous hypothesis test (F test) and partial hypothesis test (T test); mediation test used sobel test. Based on the result of the research, F test shows that variable (x1) and (x) significantly influence variable (y) altogether. The calculation result of T test shows that variable (x1) significantly influences variable (x2), variable (x1) does not influences significantly variable (y) and variable (x2) significantly influences variable (y). Thus, according to the result of mediation test by means of sobel test, it conveys that variable (x2) has positive and significant influence in mediating variable (x1) toward (y).

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Celebrity endorse, customer attitude toward advertising, cutomer purchase intention
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	11 Sep 2019 09:11
Last Modified:	11 Sep 2019 09:11
URI:	http://eprints.ummi.ac.id/id/eprint/937

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