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.

Preview	Text COVER_SITI NGAISAH_MANAJEMEN'19.pdf Download (911kB) | Preview
Preview	Text BAB I_SITI NGAISAH_MANAJEMEN'19.pdf Download (720kB) | Preview
Preview	Text BAB II_SITI NGAISAH_MANAJEMEN'19.pdf Download (874kB) | Preview
	Text BAB III_SITI NGAISAH_MANAJEMEN'19.pdf Restricted to Repository staff only Download (732kB)
	Text BAB IV_SITI NGAISAH_MANAJEMEN'19.pdf Restricted to Repository staff only Download (862kB)
	Text BAB V_SITI NGAISAH_MANAJEMEN'19.pdf Restricted to Repository staff only Download (623kB)
Preview	Text DAFTAR PUSTAKA_SITI NGAISAH_MANAJEMEN'19.pdf Download (683kB) | Preview
	Text LAMPIRAN_SITI NGAISAH_MANAJEMEN'19.pdf Restricted to Repository staff only Download (1MB)

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.

Actions (login required)

View Item