CD Skripsi

Analisis Pengaruh Celebrity Endorser Dan Product Placement Pada Acara Reality Show Catatan Harian Dewi Sandra Di Trans Tv Terhadap Brand Image Dan Keputusan Pembelian Kosmetik Wardah Di Pekanbaru

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This research is conducted to analyze the influence of Celebrity Endorser and Product Placement at Catatan Harian Dewi Sandra In Trans TV to Brand Image and Purchasing Decision. There are four latent variables in this research such as Celebrity Endorser (X1), Product Placement (X2), Brand Image (Y1) and Purchasing decision (Y2). The population of this study are all customers of Wardah in Pekanbaru with a sample of 160 respondents were selected by using purposive sampling method with criteria that Wardah female consumers in Pekanbaru, aged over 17 years, know Dewi Sandra as a Celebrity Endorser Wardah, and ever watched Reality Show Catatan Harian Dewi Sandra in Trans TV. Data are taken by giving respondents structural questionaires. Meanwhile, Structural Equation Modeling (SEM) method are chosen for data analysis by AMOS version 22. The result of this research shows that 1) celebrity endorser has positive and significant effect toward brand image, 2) product placement has positive and significant effect toward brand image, 3) celebrity endorser has positive and significant effect toward purchasing decision 4) product placement has positive and significant effect toward purchasing decision, and 5) brand image has positive and significant effect toward purchasing decision. Researchers suggest that Wardah to maintain the quality of products and create diverse products to make Wardah as favorite cosmetic brand and increase purchasing decision.
Keywords: celebrity endorser, product placement, brand image, and purchasing decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 116 (0059)

Penerbit

Pekanbaru : Universitas Riau - Fakultas Ekonomi - Manajemen., 2016

Deskripsi Fisik

xv, 112 hlm.: ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02. 116 (0059)

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

DAUS

Versi lain/terkait

Lampiran Berkas

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