CD Tesis

Pengaruh Brand Image Dan Celebrity Endorser Terhadap Brand Loyalty Dan Repurchase Intention Pada Konsumen Produk Maybeline Di Kota Pekanbaru

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Indonesia is a potential market for skin solution products, especially
cosmetics which are shown on television screens every day, or printed in various
mass media and with a population of more than 270 million people, making
Indonesia a promising market for cosmetic companies. One of the cosmetic
products is the Maybelline brand. Maybeline products are starting to enter the
Indonesian market, and have a place in the hearts of the Indonesian people.
The purpose of this study was to examine and analyze the effect of brand
image and celebrity endorser on brand loyalty and repurchase intention among
Maybeline product consumers in Pekanbaru City. The population of this research
is consumers of Maybelline products in Pekanbaru. The population in this study
used a non-probability technique, so that the number of representative samples in
this study were: 175 samples. Types and sources of data in this study include
primary and secondary data. Data collection techniques using interviews and
questionnaires. Methods of data analysis using path analysis (Path Analysis).
The results showed that brand image, celebrity endorser has a significant
effect on brand loyalty. brand image, celebrity endorser, brand loyalty have a
significant effect on repurchase intention. Brand image has a significant effect on
repurchase intention through brand loyalty and celebrity endorsers have a
significant effect on repurchase intention. through brand loyalty.
Key Words : Brand Image, Celebrity Endorser, Brand Loyalty, Repurchase
Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1910246892

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1910246892

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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