CD Skripsi

Pengaruh Celebrity Endorser Dan Brand Trust Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Sepeda Motor Merek Honda Di Kota Pekanbaru

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ABSTRACT
This research at analyzing the effect of Celebrity Endorser and Brand Trust variables on Purchase Decisions and Consumer Satisfaction. This research was conducted on all people who use motorcycles in Pekanbaru City who have purchased an unknown number of Honda motorcycles. This research consists of four variables, namely one dependent variable, one intervening variable and two independent variables. These variables are Consumer Satisfaction (Y2), Purchase Decision (Y1), Brand Trust (X2) and Celebrity Endorser (X1). This research was conducted using a sample of 128 people. In terms of data analysis, this research uses path analysis method with the help of SPSS (Statistical Package for Social Science). Based on the hypothesis test, the research shows that Celebrity Endorser and Brand Trust simultaneously have a positive and significant effect on purchasing decisions. Celebrity Endorser, Brand Trust and Purchase Decision simultaneously have a positive and significant effect on Consumer Satisfaction. Celebrity Endorser has a positive and significant effect on consumer satisfaction through Purchase Decision as an intervening variable, Brand Trust variable has a positive and significant effect on Consumer Satisfaction through Purchase Decision as an intervening variable.
Keywords: Celebrity Endorser, Brand Trust, Purchase Decision, Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112788

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

1802112788

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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