RASYIIDI, DANAR (2016) PENGARUH CELEBRITY ENDORSEMENT DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA BEAT DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
Currently the marketing strategy undertaken by the manufacturers are very diverse, ranging from the use of celebrity endorsements and reinforce the brand image of the products sold in the market in order to increase the purchasing decisions of consumers. In this study, researchers examined about sales of motorcycle Honda Beat in Surabaya, this research using primary data obtained from questionnaires amounted to a hundred and ten respondents were divided into thirty small samples and eighty large samples. This study used two independent variables that celebrity endorsements and brand image, while the dependent variable using the purchase decision. In this study data analysis using classical assumption test and followed by multiple linear regression. Where the results of research which found that celebrity endorsement significant positive effect on purchasing decisions motorcycle Honda Beat in Surabaya, while brand image is not significant positive effect on purchasing decisions motorcycle Honda Beat in Surabaya and simultaneously celebrity endorsements and brand image collectively the same does not significantly influence the purchasing decision Motorcycle Honda Beat in Surabaya. It can be concluded that the use of celebrity endorsements for sale is a good strategy for producers to increase consumer purchasing decisions. Key words: Celebrity Endorsement, Brand Image and Purchase Decision
| 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: | 04 Nov 2016 02:59 |
| Last Modified: | 04 Nov 2016 02:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/371 |
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