CD Tesis

Pengaruh Selebriti Pendukung ( Celebrity Endorses ) Iklan Kecap Manis Indofood Terhadap Minat Beli Dan Keputusan Pembelian Di Kota Pekanbaru

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The aims of the reasearch to know influence variable Attractiveness, Trust and Expertise toward Buying interest and Purchasing decisions in Pekanbaru City. As for becoming population of the research is consumer in Pekanbaru City. Amounting to 240.889 population and people in this research in made sampel amounting 100 by using slovin formula method. Technique of collecting data using questioner which contains statement based on the variable studied. Date analysis the used descriptive, despitefully also use quantitative analysis that was using doubled linear regresi and path analysis constructively SPSS of program version 21.00.
From result of examination which have been conducted, the celebrity appeal of the Indofood Sweet Soy sauce supporters of Pekanbaru City has no influence on consumer interest, trust in celebrity supporters of Indofood Soy Sauce in Pekanbaru City influences consumer interest, celebrity expertise, Indofood Kecap Manis supporters Pekanbaru has an influence on consumer interest, the celebrity attraction of Indofood Kecap Manis supporters in Pekanbaru City influences purchasing decisions. Trust in celebrity supporters of Indofood Soy Sauce in Pekanbaru City influences purchasing decisions, celebrity expertise in Indofood Sweet Soy sauce in Pekanbaru City has no effect on purchasing decisions, consumer interest has a significant influence on purchasing decisions, consumer interest is not able to mediate the influence of attractiveness on purchasing decisions, consumer interest able to mediate the influence of trust in purchasing decisions, and consumer interest is not able to mediate the influence of expertise on purchasing decisions.

Keywords: Celebrities, Buying Interests, and Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0025)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xi, 90 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0025)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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