Widjaya, Oey Hannes and Saputra, Chandra and Andani, Kurniati W. PENGARUH CELEBRITY ENDORSER, ASOSIASI MEREK, KEPERIBADAIAN MEREK DAN KARAKTERISTIK PRODUK TERHADAP INTENS PEMBELIAN PRODUK KOPI DI JAKARTA BARAT. PENGARUH CELEBRITY ENDORSER, ASOSIASI MEREK, KEPERIBADAIAN MEREK DAN KARAKTERISTIK PRODUK TERHADAP INTENS PEMBELIAN PRODUK KOPI DI JAKARTA BARAT.
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Abstract
Perceptions of the product can be built the company by providing information
on the product, and the best way in the delivery of information is the promotion. One way
of promotion of the most rising concern of many companies in introducing their products
is through advertising. The purpose of this study was to determine the influence of
celebrity endorsers, brand association, brand personalities and characteristics of the
product to the intention of purchase. Sample selection methods by using a simple random
sampling. Data obtained through questionnaires of 125 respondents in West Jakarta as a
sample of researchers. Analyses were performed using multiple regression analysis. The
results showed that of the four independent variables, celebrity endorser, brand
association, brand personality and product characteristics significantly influence purchase
intention simultaneously, while celebrity endorser does not significantly affect the intense
partial purchase.
| Item Type: | Article |
|---|---|
| Subjects: | Penelitian > Fakultas Hukum |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 08 Dec 2020 08:11 |
| Last Modified: | 08 Dec 2020 08:11 |
| URI: | https://repotest.untar.ac.id/id/eprint/13330 |
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