Pebrina, Shinta (2019) PERAN ENDORSMENT CELEBRITY DAN BRAND IMAGE PRODUK GREENLIGHT TERHADAP PURCHASE INTENTION PADA CV. BI-ENSI FESYENINDO KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.
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Abstract
Cv. bi-Ensi Fesyenindo is one of companies enganged in the sector of retail. The company runs Fashion concept in terms of clothes and other accessories, such as bag, wallet and hat. Appearance is the main thing for every human, especially teenager. The most egronomical design of a products becomes the most important part ovserved both in style and comfort in order to be competitive. The problem identified was customer purchase intention of Greenlight products endorsed by an Indonesian celebrity that dealt with legal issues few years ago. The problem happened because some of the people were not familiar with the actor and some other had disinterest to actor himself. Another cause of the problem was probably the price in which the product seldom gave discounts to its customers. The research was aimed at determining the influence of the role of Celebrity Endorsement (Variable X1) and Brand Image (Variable X2) toward Purchase Intention (Variable Y). the research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation and literature interview. The techniques of analysing data applied were commenced from data preparation, data tabulation to test phase by regression, and Hypothesis Test. Based on the result of the research it is acquired the the correlation between value and price, the product moment person amounted to 0.561. The determination coefficient is amounted to 31.5% and the remaining 68.5% is influenced by other factors excluded from the research. The calculation result of Hypothesis Test is F count ≥ F table, namely 22.316 ≥ 2.36, so that H0 is rejected and H1 is accepted. The above result means that there is significant value between the role of Celebrity Endorsement and Brand Image toward Purchase Intention.
Item Type: | Thesis (Skripsi) |
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Uncontrolled Keywords: | Celebrity Endorsement, Brand Image, Purchase Intentions |
Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
Divisions: | Fakultas Ilmu Sosial > Administrasi Bisnis |
Depositing User: | Perpus ID UMMI |
Date Deposited: | 10 Apr 2019 07:45 |
Last Modified: | 10 Apr 2019 07:45 |
URI: | http://eprints.ummi.ac.id/id/eprint/874 |
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