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PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SHAMPO SUNSILK HIJAB RECHARGE ( Studi pada konsumen pengguna Shampo Sunsilk Hijab Recharge di kota Malang )

Anggraini, Risma Nur (2019) PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SHAMPO SUNSILK HIJAB RECHARGE ( Studi pada konsumen pengguna Shampo Sunsilk Hijab Recharge di kota Malang ). Undergraduate (S1) thesis, University Of Muhammadiyah Malang.

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Abstract

The purpose of this study is to examine the effect of celebrity endorser and brand image on cunsumer purchasing decisions of Sunsilk Hijab Recharge users in Malang city. This research uses nonprobability sampling technique with purposive sampling method. The number of samls in this study used 100 respondents. The technique of collecting data using a questionnaire. The data analysis tool used is the classic assumption test and multiple linear regression analysis. The results of this study reveal that the celebrity endorser and brand image simultaneously have a positive and significane effect on the purchase decision of Sunsilk Hijab Recharg in Malang with a F hitung value (58,295) > F tabel (3,09). Celebrity Endorser, brand image partially has a positive and significant effect on the purchase decision of Sunsilk Hijab Recharge in Malang City.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311249
Thesis Advisors: Widayat (10794080315), Noor Aziz (195710221992031003)
Keywords: celebrity endorser, brand image, and purchase decisions
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311249
Date Deposited: 23 Aug 2019 08:37
Last Modified: 23 Aug 2019 08:37
URI : http://eprints.umm.ac.id/id/eprint/51180

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