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PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI (Studi Pada Calon Konsumen Zoya Fashion Malang)

Lestari, Devi Arianti (2019) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI (Studi Pada Calon Konsumen Zoya Fashion Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The purposed of this studied is to examined the influence of attractiveness, trustworthiness, and expertise celebrity endorser on purchase intention prospective customers in Zoya Fashion Malang. This study uses multiple linear regression analysis on respondents namely prospective customers of Zoya Fashion Malang by using non probability sampling techniques as a sampling method using a questionnaire for data collection. The results of the study reveal that simultaneously the attractiveness, trustworthiness, and expertise of celebrity endorser have a positive and significant effect on purchase intention, partially attractiveness has a positive and significant effect on purchase intention, trustworthiness has a positive and significant effect on purchase intention, as well as expertise variables positive and significant effect on purchase intention.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311375
Thesis Advisors: Rohmat Dwi Jatmiko (0726026201), Fien Zulfikarijah (0707016601)
Keywords: Attractiveness, Trustworthiness, Expertise, Celebrity Endorser, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 20 Sep 2019 01:56
Last Modified: 20 Sep 2019 01:56
URI : http://eprints.umm.ac.id/id/eprint/53488

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