Yustika, Aga Sinar (2022) Pengaruh Kredibilitas, Keahlian, Kepribadian Selebriti, Persepsi Kualitas Produk Terhadap Niat Beli Konsumen Pada Produk Ms Glow Di Pacitan. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine and analyze the effect of celebrity credibility, celebrity expertise, celebrity personality and product quality perceptions on the purchase intention of Ms Glow's skincare products in Pacitan. The population in this study is people who have the intention to buy MS Glow products in Pacitan. This study used purposive sampling with a total sample of 130 respondents, 30 respondents for small samples and 100 respondents for large samples. The data analysis technique used in this study is an instrument using validity and reliability tests, multiple linear regression analysis. The results of the study used a model feasibility test with the F test, the coefficient of determination and the t test. The results of hypothesis testing in this study indicate that celebrity credibility and celebrity personality have a positive and insignificant effect on consumers' purchase intentions of Ms Glow skincare products, while celebrity expertise and product quality perceptions have a positive and significant effect on consumers' purchase intentions of Ms Glow skincare products. Keywords: Celebrity Credibility, Celebrity Expertise, Celebrity Personality, Perception of Product Quality, Consumer 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: | AGA SINAR YUSTIKA |
| Date Deposited: | 21 Apr 2022 07:09 |
| Last Modified: | 21 Apr 2022 07:32 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8806 |
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