Melly, Dwi Yanti (2022) Pengaruh Daya Tarik Fisik dan Kredibilitas Celebrity Endorsement Terhadap Niat Beli Konsumen Pada Produk Scarlett Whitening di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This increasingly fierce business competition requires the company’s management to have a strategy for the company. Companies can do a business, namely when the services or products produced want to get good result, then the company must design or create tactics for marketing the right services and products. This study aims to examine the effect of celebrity physical attractiveness and credibility celebrity on consumer purchase intentions for Scarlett Whitening products in Surabaya. The type of research in quantitative research with conveience sampling with a total sample of 115 respondents, 30 respondents for small sample and 85 respondents for large sample. The type of data used is sourced from primary data obtained from the distribution of questionnaires. The data collection technique is using the libert scale, while the data analysis technique used in this study is an instrument using validity and realibility tests, while the analysis method uses multiple linear regression. The result of the t- test in this study indicate that the physical attractiveness of celebrity and credibility celebrity endorsements have a positive and significant effect on consumer’s purchase intention for Scarlett Whitening products in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MELLY DWI YANTI |
| Date Deposited: | 21 Jul 2022 03:30 |
| Last Modified: | 21 Jul 2022 03:30 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9458 |
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