Putri, Rani Widya (2014) PENGARUH CITRA MEREK, KEPERCAYAAN DAN CELEBRITY ENDORSEMENT TERHADAP NIAT BELI KONSUMEN PRODUK POCARI SWEAT DI SURABAYA. Undergraduate thesis, STIE PERBANAS.
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Abstract
The purpose of this research to exmine the effect of brand image, celebrity as endorsement in advertising and trust on consumer purchase intention consumer Pocari Sweat in Surabaya. The sample of this research is junior high school and senior high school consuming the for this research. Non probabikity sampling with judgement sampling is use to get sample for this sample. The questionnaire as a instrument to get response from respondent and the questionnaire was spread to one hundred people in sample criterion. The criterion in this research are woman and men, above 13 years old until 18 years old the people who buying and consuming Pocari Sweat and living in Surabaya. SPSS 18 for windows is use to description analyse in this research. Multiple Regression Analyse is use to exmine the independent variable and dependent variable. The analyse in this research is shows that brand image, trust and celebrity endorsement has no effect on consumer purchase intention Key Words: brand image, trust, 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: | 27 Feb 2017 08:11 |
| Last Modified: | 27 Feb 2017 08:11 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/619 |
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