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