ANALISIS PENGARUH KREDIBILITAS CELEBRITY ENDORSER, KEPRIBADIAN CELEBRITY ENDORSER DAN KREATIFITAS IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi pada Mahasiswa Universitas Muhammadiyah Purwokerto)

CAHYADI, . (2017) ANALISIS PENGARUH KREDIBILITAS CELEBRITY ENDORSER, KEPRIBADIAN CELEBRITY ENDORSER DAN KREATIFITAS IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi pada Mahasiswa Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This was a quantitative research aiming to analyze the effect of celebrity endorsers' credibility and personality as well as advertisement creativity toward customers' decision to buy Yamaha motorcycles. The independent variables of this research were celebrity endorsers' credibility, their personality, and advertisement creativity, and the dependent variables is the customers' decision to buy the motorcycles. Objects of this research were students of Universitas Muhammadiyah Purwokerto using Yamaha motorcycle for their mobility. The research used 100 respondents selected through purposive samping technique. The data were analyzed using validity and reliability tests, classic assumption test, multiple linear regression, and hypothesis test. The results of data analysis showed that partially celebrity endorsers' credibility did not affect to customers' buying decision with t count < t table(0.807 < 1.98525); celebrity endorsers' personality affected to customers' buying decision with t count > t table (6.307 > 1.98525); in addition, advertisement creativity had no effect on customers' decision of buying with t count < t table (0.338 > 1.98525).

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Arini Hidayah, SE.,M.Si
Uncontrolled Keywords: credibility of celebrity endorsers, personality of celebrity endorsers, advertisement creativity and customers' buying decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Danarto Kh
Date Deposited: 27 Oct 2017 02:39
Last Modified: 27 Oct 2017 02:39
URI: http://repository.ump.ac.id/id/eprint/4983

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