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PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (Studi Pada Konsumen Produk Kosmetik “Maybelline” di Universitas Muhammadiyah Malang)

Aziza, Silvana (2019) PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (Studi Pada Konsumen Produk Kosmetik “Maybelline” di Universitas Muhammadiyah Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study was to examine the effect of celebrity endorser and brand image on consumers willingness to buy Maybelline products at the University of Muhammadiyah Malang. The method used in this study was a quantitive method. The analysis tool by employing a perceptional index and multiple regression test. The independent variable (X) in this study constitutes celebrity endorser and brand image. Henceforth, the dependent variable (Y) in this study was the consumer’s willingness to buy. The population taken in this study were students female at the University of Muhammadiyah Malang with an unknown number. The sampling technique is utilizing nonprobability sampling techniques. The sample was taken in this study by about 120 respondents. It can be tapped from the study that: (1) Celebrity endorser has a positive effect on consumers willingness to buy Maybelline products. (2) Brand image has a positive effect on consumers willingness to buy Maybelline products. (3) Brand image constitutes the dominant variable effect consumers willingness to buy Maybelline products.

Item Type: Thesis (Undergraduate (S1))
Thesis Advisors: Silvana Aziza, Marsudi, Eko Handayanto
Keywords: Brand image, Celebrity endorser, and Consumers wilingness to buy
Subjects: L Education > L Education (General)
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311381
Date Deposited: 09 Aug 2019 06:16
Last Modified: 09 Aug 2019 06:24
URI : http://eprints.umm.ac.id/id/eprint/48384

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