CD Skripsi

Pengaruh Daya Tarik Iklan Dan Celebrity Endorser Maudy Ayunda Terhadap Citra Merek Dan Keputusan Pembelian Pond's White Beauty Skin Perfecting Cream Di Kota Pekanbaru

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This study aims to determine the effect of Attractive Advertisement (X1)
and Celebrity Endorser (X2) on Brand Image (Y1) and Purchase Decision (Y2)
Pond's White Beauty Skin Perfecting Cream at Pekanbaru. The population of
study was customers Pond's White Beauty Skin Perfecting Cream at Pekanbaru
whose numbers are not known with certainly. Sampling technique used was
purposive sampling and 112 people were selected to be sampled. Path Analysis
with SmartPLS version 3.2.9 was used as methods of data analysis. The results
were: 1) Attractive Advertisement had a positive and significant effect on Brand
Image; 2) Celebrity Endorser had a positive and significant effect on Brand
Image; 3) Attractive Advertisement had a positive and significant effect on
Purchase Decision; 4) Celebrity Endorser had a positive and significant effect on
Purchase Decision; 5) Brand Image had a positive and significant effect on
Purchase Decision; 6) Attractive Advertisement had a positive and significant
effect on Purchase Decision throughwork Brand Image; 7) Celebrity Endorser
had a positive and significant effect on Purchase Decision throughwork Brand
Image.
Keywords: Attractive Advertisement, Celebrity Endorser, Brand Image, and
Purchase Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 121 (0054)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2021

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 121 (0054)

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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