Pengaruh Penggunaan Figur Selebriti, Iklan, Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Adidas Di Surabaya

Syah, Rizqi Dian (2018) Pengaruh Penggunaan Figur Selebriti, Iklan, Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Adidas Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aimed to test the using celebrity figures, advertisement and brand image on purcahe decision Adidas shoes in Surabaya. This study using SPSS. The population in this study is the customer of Adidas shoes in Surabaya. The data used in this study using a questionnaire. This research method used is quantitative method. To conduct this study, data were collected as many as 104 respondents. The sampling technique used was purposive sampling. Multiple linear regression analysis was used in this study to analyze the data statistically. The results showed that (1) a significant impact between the variables of using celebrity figures on purchase decision Adidas shoes in Surabaya, (2) a significant impact between the variables of advertisement to purchase decision Adidas shoes in Surabaya (3) a significant impact between the variables brand image on purchase decision Adidas shoes in Surabaya. Keywords: Using Celebrity Figures, Advertisement, Brand Image,Purchase Decisions.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 11 Nov 2019 10:05
Last Modified: 11 Nov 2019 10:05
URI: http://eprints.perbanas.ac.id/id/eprint/5476

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