Subiyantoro, Sigit (2014) PENGARUH PENGGUNAAN SELEBRITI DALAM IKLAN, CITRA MEREK, DAN KESADARAN MEREK TERHADAP NIAT BELI KONSUMEN TOP COFFEE DI GRESIK. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this research to examine the effect of celebrity as endorsement in advertising, brand image, and brand awareness on consumer purchase intention TOP Coffee in Gresik. The sample of this research is people who consuming the coffee. Non probability sampling with judgement sampling is use to get the smaple for this research. The questionnaire as a instrument to get the response from respondent and the questionnaire was spread to one hundred people in sample criterion. The sample criterion in this research is a man, above 14 years old, the people who buying and consuming TOP Coffee, and living in Gresik. SPSS 19 for windows is use to description analyse in this research. Multiple Regression Analyse (MRA) is use to examine the independent variables and dependent variable. The analyse in this research is shows that celebrity endorsment and brand image has positive significant effect on consumer purchase intention, but not to brand awareness. Key-Words: celebrity endorsement, brand image, brand awareness, purchase intention
| 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: | 24 Feb 2017 06:54 |
| Last Modified: | 24 Feb 2017 06:54 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/600 |
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