Path: Top . Undergraduate Theses . Jurusan Manajemen . 2017

Pengaruh Selebrity Endorser, Brand Personality dan Brand Image Terhadap Intensi Pembelian Tolak Angin Cair di Kabupaten Gresik

Influence Celebrity Endorser, Brand Personality and Brand Image against Intense Purchase Reject Liquid Wind in Gresik Regency

Undergraduate Theses from JIPPTUMG / 2017-12-05 22:13:54
Oleh : Okky Yolanda Amipea Hermanus
Dibuat : 2017-12-05, dengan 4 file

Keyword : Selebrity Endorser, brand personality, brand image, intensi pembelian

Penelitian ini dilakukan untuk menganalisis hubungan antara. Pengaruh Selebrity Endorser, Brand Personality dan Brand Image Terhadap Intensi Pembelian Tolak Angin Cair di Kabupaten Gresik, Teknik pengumpulan data pada penelitian ini adalah dengan penyebaran kuisioner. Menggunakan teknik sampling accidental dan jumlah sampel 50 responden. Pada tahap analisis dilakukan uji realibilitas dan validitas untuk kuisioner yang disebar kepada responden, uji normalitas, uji heterokedastisitas, multikolinieritas, serta uji autokorelasi analisis regresi berganda, uji t. Aplikasi SPSS versi 15 digunakan untuk membantu pengujian model ini. Hasil penelitian uji t menunjukkan Selebrity Endorser dan Brand Personality berpengaruh terhadap Intensi Pembelian, sedangkan Brand Image tidak berpengaruh terhadap Intensi Pembelian. Dengan teknik analisis regresi linier berganda Y=1,605+0,253X1+0,199X2+0,220X3+e.

Deskripsi Alternatif :

This research was conducted to analyze the relationship between. Influence of Celebrity Endorser, Brand Personality and Brand Image Against Intention of Purchase Reject Liquid Wind in Gresik Regency, Technique of collecting data in this research is by spreading of questioner. Using accidental sampling technique and sample number 50 respondents. In the analysis phase, the reliability and validity test for questionnaires distributed to respondents, normality test, heterokedasticity test, multicollinearity, and autocorrelation test of multiple regression analysis, t test. SPSS version 15 is used to help test this model. The result of t test shows Celebrity Endorser and Brand Personality have an effect on Purchasing Intention, while Brand Image has no effect on Purchasing Intention. With multiple linear regression analysis technique Y = 1.605 + 0,253X1 + 0,199X2 + 0,220X3 + e.

Copyrights : Copyright (c) 2001 by Digilib Universitas Muhammadiyah Gresik. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

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