ANALISIS PENGARUH CREDIBILITY CELEBRITY ENDORSER AKTOR LEE MIN HO, IKLAN TELEVISI DAN CITRA MEREK TERHADAP PURCHASE INTENTION “LUWAK WHITE KOFFIE” (Survei pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)

VITA, DELVI MUNNA (2017) ANALISIS PENGARUH CREDIBILITY CELEBRITY ENDORSER AKTOR LEE MIN HO, IKLAN TELEVISI DAN CITRA MEREK TERHADAP PURCHASE INTENTION “LUWAK WHITE KOFFIE” (Survei pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this research is to test the influence of credibility celebrity endorser actor Lee Min Ho, television advertising, and brand image on purchase intention of Luwak White Koffie. This research used the independent variabels such as credibility celebrity endorser actor Lee Min Ho, television advertising, and brand image while the dependent variabel is purchase intention. It took 98 respondents. The method used in this research is non probability sampling, while respondents that were selected by using purposive sampling technique. The data were analyzed using multiple linier regressions analysis by hypothesis testing using the F test and t test using analysis tools of SPSS version 22.00. The results showed that credibility celebrity endorser actor Lee Min Ho, television advertising, and brand image have positive significant influence on purchase intention Luwak White Koffie of 52,7% from the value adjusted r square. While the rest of 47,3% are influenced by other variabels that are not examined in this research. Through the analysis of t test partially Television Advertising provides the most effect on the purchase intention.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Herni Justiana Astuti, Ph. D,
Uncontrolled Keywords: credibility celebrity endorser; iklan televisi; citra merek; dan purchase intention; credibility celebrity endorser, television advertising; brand image; and purchase intention;
Subjects: H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Riski Wismana
Date Deposited: 09 Sep 2017 01:52
Last Modified: 09 Sep 2017 01:52
URI: http://repository.ump.ac.id/id/eprint/3934

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