Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/16477
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dc.contributor.advisorSuryani, Wan-
dc.contributor.authorAnggraini, Novianti-
dc.date.accessioned2022-02-15T04:19:03Z-
dc.date.available2022-02-15T04:19:03Z-
dc.date.issued2021-06-21-
dc.identifier.urihttp://repository.uma.ac.id/handle/123456789/16477-
dc.description93 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand image, celebrity endorser, dan brand personality terhadap keputusan pembelian kosmetik Emina.Seiring dengan tren, kosmetik bukan menjadi keinginan saja tetapi menjadi salah satu kebutuhan utama. Banyaknya pilihan kosmetik yang beredar, terdapat beberapa hal yang dapat mempengaruhi konsumen dalam memutuskan pembelian produk seperti, brand image yang ditampilkan oleh produk tersebut; penyampaian pesan yang baik dari celebrity endorser bersangkutan; dan personality yang diberikan brand tersebut. Penelitian ini dilakukan pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Medan Area dengan sampel penelitian berjumlah 80 mahasiswi Fakultas Ekonomi dan Bisnis Universitas Medan Area stambuk 2017. Teknik yang digunakan adalah nonprobability sampling dengan pengambilan purposive sampling. Metode yang digunakan adalah metode analisis regresi berganda. Jenis penelitian ini adalah penelitian asosiatif. Hasil penelitian ini menunjukkan bahwa: (1) Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Emina. (2) Celebrity Endorser tidak berpengaruh signifikan terhadap keputusan pembelian kosmetik Emina. (3) Brand Personality berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Emina. The purposes of this research are to determine and analyze the influence of brand image, celebrity endorser, and brand personality on Emina's cosmetic purchasing decisions. Along with the trend, cosmetics are not just a desire but become one of the main needs. The number of cosmetic choices in circulation, there are several things that can influence consumers in deciding to purchase a product such as, the brand image displayed by the product; delivery of good messages from the celebrity endorser concerned; and the personality that brand gives. This research was conducted on students of the Faculty of Economics and Business, Medan Area University, 2017 with a sample of 80 students. The technique used is nonprobability sampling with purposive sampling. The method used is multiple regression analysis method. This type of research is associative research. The results of this study indicate that: (1) Brand Image has a positive and significant influence on purchasing decisions for Emina's cosmetics. (2) Celebrity Endorser has no significant influence on Emina's cosmetic purchasing decisions. (3) Brand Personality has a positive and significant influence on purchasing decisions for Emina's cosmetics.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;178320344-
dc.subjectbrand imageen_US
dc.subjectcelebrity endorseren_US
dc.subjectbrand personalityen_US
dc.subjectkeputusan pembelianen_US
dc.titlePengaruh Brand Image Celebrity Endorser dan Brand Personality Terhadap Keputusan Pembelian Kosmetik Eminaen_US
dc.title.alternativeThe Influence of Celebrity Endorser Brand Image and Brand Personality on Emina Cosmetics Purchase Decisionen_US
dc.typeThesisen_US
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