PENGARUH CELEBRITY ENDORSER, CREDIBILITY ENDORSER, DAN ATTRACTION CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAYBELLINE (Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto)

RAHMAWATI, MEGA CATUR (2018) PENGARUH CELEBRITY ENDORSER, CREDIBILITY ENDORSER, DAN ATTRACTION CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAYBELLINE (Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study is to determine the influence of celebrity endorser, credibility endorser and attraction endorser factors towards the purcase decision of Maybelline cosmetics at Universitas Muhammadiyah Purwokerto either partially or simultancously. Sampling technique used is a non-probability sampling obtained through purposive sampling. Which is the method of determining the sample based on certain criteria. The population ini this research is the students of Univeritas Muhammadiyah Purwokerto that use cosmetic. The sample of this study is 102 respondents. Data analiysis method used in this research is validity test, reliability test, classical assumption test, multiple regression analysis, coefficient determination and hypothesis testing. The results showed that celebrity endorser has positive but no significant effect on purchasing decision eith t value of 0,640 < t table 1,664. Credibility endorser has partial effect positive but not significant on purchase decision with t value 1,263 < t table 1,664. Attraction endorser has significant positive effect on the purchase decision with the value of t value of 3,371 > t table 1,664. Furthermore, the simultaneous analysis of independent variabels ( celebrity endorser, credibility endorser , and attraction endorser) together affect the dependent variable ( purchase decision) with F value > F table of 9,435 > 2,697.

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