ADYLLA, PUTRI NUR (2016) PENGARUH KREDIBILITAS MEREK, PERSEPSI KUALITAS DAN CELEBRITY ENDORSEMENT TERHADAP NIAT BELI PADA PRODUK HAND BODY LOTION CITRA DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this research is to analyze simultaneously and partially the effect of brand credibility influence, perceived quality and celebrity endorsement on the intention of buying Citra Hand and Body Lotion in Surabaya. The population of this research are people in Surabaya who know Citra Hand and Body Lotion. Sample are people in Surabaya who is over 19 year and looking for information about Citra Hand and Body Lotion. Data gathering was done by giving questionaires that has been tested in term of their validity and reliability. The data was analyzed using MRA (Multi Regression Analysis) using SPSS windows 20.0. The result of this research shows that Brand Credibility, Perceived Quality, and Celebrity endorsement partially affect significantly Purchase Intention. The result for Brand Credibility, Perceived Quality, and Celebrity endorsement simultaneously and significantly affect Purchase Intention. Keywords: Brand Credibility, Perceived Quality, Celebrity Endorsement, 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 |
| Date Deposited: | 21 Jul 2016 09:46 |
| Last Modified: | 23 Nov 2017 03:15 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/88 |
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