WITJAKSONO, RUSMALA (2015) PENGARUH KREDIBILITAS MEREK, KUALITAS YANG DIRASA DAN PENGGUNAAN SELEBRITI DALAM IKLAN TERHADAP MINAT BELI SHAMPO PANTENE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Brand credibility has an important role in affecting Purchase Intention. Consumers who have a positive brand credibility, tend to choose the brand in the purchase of what was promised. In addition to brand credibility, an important element that can influence. Purchase Intention is the perceived quality and Celebrity Endorsement, perceived quality can make favorite brand and good quality can provide a positive impact on Purchase Intention, while the popularity of celebrity Endorsement consumers can know the benefits of the product so as to affect Purchase Intention. The purpose of this study was to examine the effect of brand credibility, perceived quality and Celebrity Endorsement for the sake of buying Pantene shampoo in Surabaya. This study used a questionnaire as a tool to get a response from the respondents. Questionnaires spread to a hundred people who want to buy and search for information about Pantene Shampoo in Surabaya. Regression analysis was used to examine the effect of independent variables on the dependent variable. The findings of this study indicate that the perceived quality of Celebrity Endorsement positive and significant effect on the Purchase Intention, but not for brand credibility. The implication this study, the company must deliver what has been promised previously offered by Pantene shampoo so that consumers trust and make products that can be relied upon. Keywords: Brand Credibility, Perceived Quality, Celebrity Endorsement, 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: | 25 Apr 2017 02:11 |
| Last Modified: | 25 Apr 2017 02:11 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/915 |
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