CD Skripsi

Pengaruh Beauty Vlogger Endorsement Dan Brand Image Terhadap Purchase Decision The Body Shop Liquid Peel Di Kota Pekanbaru

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ABSTRACT This study aims to determine the effect of Beauty Vlogger Endorserment and Brand Image on Purchase Decision on The Body Shop Liquid Peel products in Pekanbaru City. There were five variables in this study namely Beauty Vlogger Endorserment consisting of Credibility (X1), Attractiveness (X2), Power (X3), Brand Image (Y1) and Purchase Decision (Y2).
The population in this study was defenitely unknown. This study used Purposive Sampling technique that took 160 respondents. The type of data was primary data, obtained by distributing questionnaire and google form. This study used the Path Analysis with SPSS (Statistical Package for Social Science) version 20.
The results showed that Beauty Vlogger Endorsement have a significant effect on Purchase Decision at The Body Shop Liquid Peel, Beauty Vlogger Endorsement have a significant effect on Brand Image at The Body Shop Liquid Peel, Brand Image has a significant effect on Purchase Decision at The Liquid Peel Body Shop, Beauty Vlogger Endorsement has a significant effect on Purchase Decision at The Body Shop Liquid Peel with Brand Image as an intervening variable in Pekanbaru City. Keywords: Beauty Vlogger Endorsement, Brand Image, and Purchase Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 118 (0252)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2018

Deskripsi Fisik

vi, 71 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 118 (0252)

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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