PENGARUH WORD OF MOUTH, CELEBRITY ENDORSER, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SHAMPOO MERK SARIAYU HIJAB DI PURWOKERTO

NGAISAH, SITI (2019) PENGARUH WORD OF MOUTH, CELEBRITY ENDORSER, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SHAMPOO MERK SARIAYU HIJAB DI PURWOKERTO. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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COVER_SITI NGAISAH_MANAJEMEN'19.pdf
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Abstract

The purpose of this research was to determine the effect of word of mouth, celebrity endorser, and product quality on purchasing decisions. This research uses quantitative research methods in the form of survey research. The number of samples used as many as 96 respondents who were taken using purposive sampling with criteria that have been required. Based on multiple linear regression analysis of word of mouth, celebrity endorser, and product quality simultaneously have a significant effect on purchasing decisions with a variation of 45.2%. While the partial test obtained by celebrity endorser and product quality has a significant positive effect on the purchasing decision. However, word of mouth has a positive but not significant effect on purchasing decisions.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Hj. Herni Justiana Astuti, SE, M.Si, Ph.D.
Uncontrolled Keywords: Word Of Mouth, Celebrity Endorser, Product Quality, Purchase Decision
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: 06 Nov 2019 02:33
Last Modified: 06 Nov 2019 02:33
URI: http://repository.ump.ac.id/id/eprint/9626

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