ANALISIS PENGARUH DAYA TARIK, KEAHLIAN DAN KREDIBILITAS CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)

SUGIYARTO, YUSUF (2016) ANALISIS PENGARUH DAYA TARIK, KEAHLIAN DAN KREDIBILITAS CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The a im of this research is to analize the effect of attraction, skill and celebrity endorser credibility toward the decision to buy Honda vario motorcycle in Economic and Business Faculty University Muhammadiyah of Purwokerto. The researcher distributed the questionnaire or by accidental sampling method. The total sample was 111 respondents. Data analysis used SPSS for windows 16. The data had filled validity was test and reliability test. The classic assumption tes t and multiple regression analysis result regression formulation. The result of this research was that this research had qualified validity, reliability and free from heteroskedastisitas, multikolineority and passed a normality test. The regression equatio n was obtained, dependent variable that having most significant value was credibility. Hypotesis test using test showed attractiveness, expertise and credibility, thrid variable was significant the effect the buyer. While test showing significant value of < 0,05, it means that attractiveness (X 1 ), expertise (X 2 ) and credibility (X 3 ) god significant effect toward decision purchase (Y). While determination coefficient was obtained with adjusted score of R 2 58,2%. Means that variable of decision purchase affec ted attractiveness, expertise and credibility , while 41,8% can be affected by other variables.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: M Agung Miftahuddin.,SE.,M.Si
Uncontrolled Keywords: Attractiveness, Expertise, Credibility and Decision Purchase
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Iin Hayuningtyas
Date Deposited: 18 Aug 2017 07:22
Last Modified: 18 Aug 2017 07:22
URI: http://repository.ump.ac.id/id/eprint/3429

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