CD Skripsi

Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadapkeputusan Pembelian Pada Produk Ms Glow Pekanbaru Cabang Delima (Ms Glow Stockist Pekanbaru)

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This study investigates the effects of celebrity endorsers and product quality on consumer purchasing decisions at MS Glow Pekanbaru Branch in Pekanbaru. It is hypothesized that utilizing celebrities for promotions can enhance brand appeal and motivate consumer purchasing behaviors. Moreover, the quality of the product is also crucial in building consumer trust and loyalty. A quantitative research approach was employed, gathering data through surveys administered to 100 consumers at the MS Glow Pomegranate Branch. The data was analyzed using multiple linear regression techniques. The results reveal that celebrity endorsers significantly and positively influence purchasing decisions, underscoring the effectiveness of MS Glow's choice in celebrity partnerships in swaying consumer behavior. Similarly, high product quality also positively impacts purchasing decisions, highlighting consumer preference for high-quality goods. Collectively, these factors are pivotal in influencing purchasing choices. The study suggests that MS Glow should continue leveraging celebrity endorsements and uphold high product standards to sustain consumer loyalty.

Keywords: Celebrity Endorser; Kualitas Produk; Keputusan Pembelian; Promosi; MS Glow

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001110072

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001110072

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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