OSALIA P., ANGGUN ACNES R (2016) PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSEMENT DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SABUN LUX DI SURABAYA. Undergraduate thesis, STIE Perbanas.
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Abstract
In a dynamic world, competition among companies is increasing and this competition makes the way which attract customer more difficult. all companies try to achieve highest level of sale with their minimum or affordable budget. it is very important to the companies to make sure that they will get target return on their investment. advertisement is the most important source to promote the brand. so this research is based on findings that will help the companies to make their ads more effective and attractive. this study aims to determine how big the influence of the quality of product, celebrity endorsement and advertisement to the consumen of soap Lux Surabaya. the population used in this study is consumen who age minimum 19 years old. the sample in this study are 74 respondents and the techniques used is judgment sampling. the analytical method used were multiple linier regression analysis. advertisement is the most important source to promote the brand. so this research is based on findings that will help the companies to make their ads more effective and attractive. this study is about customer purchase decision in Surabaya. the final researches shows that celebrity endorsement and advertisement significantly influence consumer purchase decision in Surabaya. and the most dominant variabel is celebrity endorsement. Keywords: Product Quality, Celebrity Endorsement, Advertisement, Consumer Purchasing Decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 02 Nov 2016 04:07 |
| Last Modified: | 02 Nov 2016 04:07 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/331 |
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