Image of Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Brand Image Dan Keputusan Pembelian Pada Produk Kosmetik Somethinc Di Kota Pekanbaru
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Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Brand Image Dan Keputusan Pembelian Pada Produk Kosmetik Somethinc Di Kota Pekanbaru

This study aims to determine how Celebrity Endorser, Product Quality influence Brand Image and Purchasing Decisions on Somethinc cosmetic product users in Pekanbaru City. The population in this study were Somethinc cosmetic product users. While in sampling using Nonprobability Sampling with Purposive Sampling technique so that a sample of 147 respondents was obtained. Data analysis was carried out using the Structural Equation Model (SEM) which was processed using SmartPLS software version 3.0.

The results of the study showed that Celebrity Endorser has a positive and significant effect on Brand Image on Somethinc cosmetic products in Pekanbaru City. Product Quality has a positive and significant effect on Brand Image on Somethinc cosmetic products in Pekanbaru City. Brand Image has a positive and significant effect on Purchasing Decisions on Somethinc cosmetic products in Pekanbaru City. Celebrity Endorser has a positive and significant effect on Purchasing Decisions on Somethinc cosmetic products in Pekanbaru City. Product Quality has a positive and significant effect on Purchasing Decisions on Somethinc cosmetic products in Pekanbaru City. Celebrity Endorser influences Purchasing Decision through Brand Image on Somethinc cosmetic products in Pekanbaru City. Product Quality influences Purchasing Decision through Brand Image on Somethinc cosmetic products in Pekanbaru City.



Keywords : Celebrity Endorser, Product Quality, Brand Image, Purchase
Decision

Ketersediaan
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Perpustakaan Universitas Riau 2002110196
2002110196
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2002110196
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2002110196
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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