PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSMENT TERHADAP MINAT BELI MINUMAN KEMASAN BOTOL KOPI KENANGAN (Studi pada mahasiswa Universitas Muhammadiyah Purwokerto)

ANDHIKA, RIZKI DWI (2023) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSMENT TERHADAP MINAT BELI MINUMAN KEMASAN BOTOL KOPI KENANGAN (Studi pada mahasiswa Universitas Muhammadiyah Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This study aims to analyze the effect of product quality, brand image, and celebrity endorsements on purchase intention. The sample in the study was 95 as respondents who were selected based on accidental sampling. Data analysis methods used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. The results of this study indicate that simultaneously product quality, brand image and celebrity endorsement have an effect on purchase intention, then product quality partially has no positive and significant effect on purchase intention, brand image partially has a positive and significant effect on purchase intention and celebrity endorsement partially no positive and significant effect on purchase intention.

Item Type: Thesis (S1)
Uncontrolled Keywords: purchase intention, product quality, brand image, celebrity endorsment
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Catur Indra H.
Date Deposited: 28 Mar 2023 02:45
Last Modified: 28 Mar 2023 02:45
URI: https://repository.ump.ac.id:80/id/eprint/15372

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