| dc.contributor.advisor | SUSANTO | |
| dc.contributor.author | PARAMITA, GHEA | |
| dc.date.accessioned | 2018-11-06T02:39:18Z | |
| dc.date.available | 2018-11-06T02:39:18Z | |
| dc.date.issued | 2018-05-24 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/22888 | |
| dc.description.abstract | This study aims to analyze the effect of celebrity endorser, and product quality, purchasing decisions through brand image of Citra cosmetic products at Muhammadiyah University Students of Yogyakarta. In this study the sample obtained as many as 108 respondents selected by using purposive sampling method with data collection techniques using questionnaires. The analysis tools used are Multiple Linear Regression Analysis and Sobel Test using SPSS 16 application.
Based on the analysis that has been done obtained that the celebrity endorser, and product quality, purchase decision have positive and significant effect to brand image. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS | en_US |
| dc.subject | Celebrity endorser, product quality, purchase decision, brand image. | en_US |
| dc.title | PENGARUH CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK PADA KOSMETIK CITRA | en_US |
| dc.type | Thesis
SKR
FEB
548 | en_US |
