CD Skripsi

Analisis Pengaruh Iklan Dan Endorser Raisa Terhadap Brand Awareness Dan Keputusan Pembelian Sabun Pembersih Wajah Pond’s White Beauty Di Kota Pekanbaru

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This research aimed to analysze Advertisement and Endorser on Brand Awarenessand Purchase Decision, research applied on women consumer who see Pond's White beauty Ads in Pekanbaru City.This research consists of four variables: one dependent variable, one intervening variable and two independent variables. They are Employees Purchase Decision (Y2), Brand Awareness (Y1), Endorser (X2), and Advertisement (X1). This research was conducted using a sample of 120 people. This research used purposive sampling Method that mean sample depends on some criteria. In terms of data analysis, this research used path analysis method using SPSS (Statistical Package for Social Science) version 20.Based on the hypothesis test conducted, research shows that Advertisement and endorser has simultaneous and partial significant positive effect on Brand Awareness. Advertisement, Endorser, Brand Awareness have simultaneous and partial significant positive effect on Purchase Decision. Advertisement and Endorser Influence Purchase Decision are moderated by Brand Awareness.
Keywords: Advertisement, Endorser, Brand Awareness, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 119 (0161)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2019

Deskripsi Fisik

vi, 71 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 119 (0161)

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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