CD Skripsi

Pengaruh Celebrity Endorser, Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Produk Skincare Bening’s Di Kabupaten Pelalawan

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ABSTRACT
This study aims to determine how much influence celebrity endorsers, product
quality and brand image have on purchasing decisions and consumer satisfaction
for Bening's skincare products in Pelalawan Regency. The population of this study
are all consumers who have bought and used Bening's skincare products in
Pelalawan Regency. This study used 100 respondents with non-probability
sampling technique with purposive sampling method. This research analysis
method uses path analysis with data processing using SPSS (Statistical Program
Society Science). The results of this study indicate that (1) Celebrity Endorser has
a positive and significant effect on purchasing decisions; (2) Product Quality has a
positive and significant effect on purchasing decisions; (3) Brand Image has a
positive and significant effect on purchasing decisions; (4) Celebrity Endorser has
a positive and significant effect on customer satisfaction through purchasing
decisions; (5) Product Quality has a positive and significant effect on customer
satisfaction through purchasing decisions; (6) Brand Image has a positive and
significant effect on customer satisfaction through purchasing decisions; (7)
Purchasing decisions have a positive and significant effect on customer
satisfaction.
Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase
Decision, Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112846

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802112846

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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