CD Skripsi

Pengaruh Celebrity Endorser, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Yamaha Maxi Di Kota Pekanbaru Pengaruh Celebrity Endorser, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Yamaha MaxiDi Kota Pekanbaru

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This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling using the formula from Hair et al, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.

Keywords: Celebrity Endorser, Price, Product Quality, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802124765

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802124765

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

Vina

Versi lain/terkait

Lampiran Berkas

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