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PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN : STUDI PADA KONSUMEN ONLINE SHOP KOPERKITAA

Pamungkas, Ghulam Shidiq (2019) PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN : STUDI PADA KONSUMEN ONLINE SHOP KOPERKITAA. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of celebrity endorsers and word of mouth on purchasing decisions at the Koperkitaa online shop. This type of research is quantitative research. The population used in this study were all Koperkitaa online shop consumers, with a sample of 100 respondents. This study uses a type of quantitative data and data sources used are primary data. Data collection uses questionnaire techniques. The measurement scale technique used is the Likert scale. The data analysis method used is multiple linear regression analysis, classic assumption test, F test, and t-test and the biggest contribution test. The results of this study indicate that celebrity endorsers and word of mouth partially and simultaneously have a significant effect on purchasing decisions. Where in the results celebrity endorser gives the biggest contribution to the purchase decision.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201510160311178
Thesis Advisors: Marsudi ( 0706026201), Erna Retno Rahadjeng (0729016402)
Keywords: celebrity endorser, word of mouth, purchase decision
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311178
Date Deposited: 30 Oct 2019 04:33
Last Modified: 30 Oct 2019 04:33
URI : http://eprints.umm.ac.id/id/eprint/54371

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