CD Skripsi

Pengaruh Celebrity Endorser Tasya Kamila Dan Kualitas Produk Terhadap Citra Merek Dan Keputusan Pembelian Hand And Body Lotion Marina Natural Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of Celebrity Endorser Tasya
Kamila and Product Quality on Brand Image and Purchase Decision hand and
body lotion marina natural at Pekanbaru City. The population of study were
customers hand and body lotion marina natura whose numbers were not known
with certainly. Sampling technique used was purposive sampling and 119 people
were selected to be sampled. Structural Equation Modeling (SEM) with
SmartPLS version 3 was used as methods of data analysis. The results were: 1)
Celebrity Endorser Tasya Kamila had a positive and significant effect on Brand
Image; 2) Product Quality had a positive and significant effect on Brand Image;
3) Celebrity Endorser Tasya Kamila had a positive but not significant effect on
Purchase Decision; 4) Product Quality had a positive but not significant effect
on Purchase Decision; 5) Brand Image had a positive and significant effect on
Purchase Decision; 6) Celebrity Endorser Tasya Kamila had a positive and
significant effect on Purchase Decision throughwork Brand Image; 7) Product
Quality had a positive and significant effect on Purchase Decision throughwork
Brand Image.
Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase
Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1502123822

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1502123822

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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