| dc.contributor.author | PUTRA, RIDHO DEKA | |
| dc.date.accessioned | 2018-09-19T06:38:55Z | |
| dc.date.available | 2018-09-19T06:38:55Z | |
| dc.date.issued | 2018-05-31 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/21366 | |
| dc.description.abstract | This study aimed to analyze the effect of celebrity endorser and quality perception on brand image in shaping purchasing decision at Honda Beat series. In addition, this study conducted at Universitas Muhammadiyah Yogyakarta in which the subject of this research is active student of Universitas Muhammadiyah Yogyakarta. The object of this research is the Honda Beat series. The number of samples in this study was 115 respondents. The researcher used purposive sampling technique and data collection method with questionnaire. The data were processed using path analysis on multiple linear regression results and it using IBM SPSS Statistics 22 software.
The results of the study showed that first, celebrity endorser has no significant effect on brand image. Second, the quality perception has positive and significant effect to brand image. Third, brand image have positive and significant effect in purchasing decision. Fourth, it showed that brand image does not mediate effect of celebrity endorser to purchasing decision and it mediate the effect of quality perception on purchasing decisions. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | celebrity endorser, brand image, quality perceptions and purchasing decisions | en_US |
| dc.title | PENGARUH CELEBRITY ENDORSER, DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT SERIES MELALUI CITRA MEREK | en_US |
| dc.title.alternative | (SURVEI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA) | en_US |
| dc.type | Thesis
SKR
FEB
464 | en_US |
