| dc.contributor.advisor | FATMAWATI, INDAH | |
| dc.contributor.author | DANA, HAFID LINTAS | |
| dc.date.accessioned | 2019-10-11T02:00:53Z | |
| dc.date.available | 2019-10-11T02:00:53Z | |
| dc.date.issued | 2019-09-13 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29617 | |
| dc.description | This study aims to determine the effect of celebrity endorser on product quality towards purchasing decisions with brand image as mediator in the Pantene shampoo. This study uses primary data with a number of samples used in this study as many as 175 respondents, with non-probability sampling methods and sampling techniques using purposive sampling. Data collection was carried out through questionnaires. Analysis of the data used is Structural Equation Modeling (SEM) with the help of AMOS 22 software.
The results of this study indicate that celebrity endorser does not have a significant positive effect on brand image. While product quality, brand image has a significant positive effect on purchasing decisions. The results show that brand image cannot mediate the influence of celebrity endorsers on purchasing decisions while brand image can mediate the effect of product quality on purchasing decisions. | en_US |
| dc.description.abstract | This study aims to determine the effect of celebrity endorser on product quality towards purchasing decisions with brand image as mediator in the Pantene shampoo. This study uses primary data with a number of samples used in this study as many as 175 respondents, with non-probability sampling methods and sampling techniques using purposive sampling. Data collection was carried out through questionnaires. Analysis of the data used is Structural Equation Modeling (SEM) with the help of AMOS 22 software.
The results of this study indicate that celebrity endorser does not have a significant positive effect on brand image. While product quality, brand image has a significant positive effect on purchasing decisions. The results show that brand image cannot mediate the influence of celebrity endorsers on purchasing decisions while brand image can mediate the effect of product quality on purchasing decisions. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Celebrity Endorser, Product Quality, Brand Images, and Purchase Decisions | en_US |
| dc.title | PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL PEMEDIASI (STUDI PADA PENGGUNA SHAMPOO PANTENE DI UMY) | en_US |
| dc.type | Thesis
SKR
FE
585 | en_US |
