PENGARUH CELEBRITY ENDORSEMENT, KEPERCAYAAN DAN CITRA MEREKTERHADAP NIAT BELI KOSMETIK MAYBELLINE DI SURABAYA

PRIYONO, DESILIA EKA (2015) PENGARUH CELEBRITY ENDORSEMENT, KEPERCAYAAN DAN CITRA MEREKTERHADAP NIAT BELI KOSMETIK MAYBELLINE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

[img]
Preview
Text
ARTIKEL ILMIAH.pdf

Download (533kB) | Preview
[img]
Preview
Text
COVER.pdf

Download (399kB) | Preview
[img]
Preview
Text
BAB I.pdf

Download (296kB) | Preview
[img] Text
BAB III.pdf
Restricted to Registered users only

Download (285kB)
[img] Text
BAB IV.pdf
Restricted to Registered users only

Download (479kB)
[img]
Preview
Text
BAB V.pdf

Download (225kB) | Preview
[img] Text
LAMPIRAN.pdf
Restricted to Registered users only

Download (1MB)

Abstract

This purpose of study is to examine the effect of celebrity endorsement, trust, brand image on purchase intention of maybelline cosmetic in Surabaya. Sample of this study is the user of maybelline cosmetic in Surabaya. There are 100 respondens in this study. To test hypotheses, this study amploys descriptive analysis and multiple regression analysis. More over, by performing multiple regression analisis, this study found that celebrity endorsement, trust and brand image have significant effect on purchase intention. Using parsial analisis celebrity endorsement and brand image have no significant effect but trust has a significant effect on purchase intention. Keyword: celebrity endorsement, trust, brand image, 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 Surabaya
Date Deposited: 13 Apr 2017 09:11
Last Modified: 13 Apr 2017 09:11
URI: http://eprints.perbanas.ac.id/id/eprint/761

Actions (login required)

View Item View Item