PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AREI OUTDOOR GEAR DI TOKO CLIMATERRA EQUIPMENT KOTA PONOROGO

Puji Lestari, Wiwin (2021) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AREI OUTDOOR GEAR DI TOKO CLIMATERRA EQUIPMENT KOTA PONOROGO. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk Terhadap Keputisan Pembelian Produk Arei di Toko Climaterra Kota Ponorogo. Teknik pengambilan sampel menggunakan non probability sampling, skala pengukuran dengan skala likert melalui kuisoner, sedangkan sampel diambil sebanyak 72 konsumen. Alat analisis data yang digunakan adalah regresi linier berfanda. Hasil penelitian ini menunjukkan bahwa, 1) Celebrity Endorser (X1) berpengaruh terhadap Keputusan Pembelian (Y) di Toko Climaterra Kota Ponorogo, 2) Brand Image (X2) berpengaruh terhadap Keputusan Pembelian (Y) di Toko Climaterra Kota Ponorogo, 3) Kualitas Produk(X3) berpengaruh terhadap Keputusan Pembelian (Y) di Toko Climaterra Kota Ponorogo, dan secara simultan Celebrity Endorser (X1), Brand Image (X2), Kualitas Produk (X3) berpengaruh terhadapan Keputusan Pembelian (Y) di Toko Climaterra Kota Ponorogo. Kata Kunci : Celebrity Endorser, Brand Image, Kulitas Produk dan Keputusan Pembelian

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: Celebrity Endorser, Brand Image, Kulitas Produk dan Keputusan Pembelian
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: fe . userfe
Date Deposited: 31 Aug 2021 01:37
Last Modified: 26 Oct 2021 04:26
URI: http://eprints.umpo.ac.id/id/eprint/7358

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