PENGARUH KREDIBILITAS MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN: Survei pada Konsumen Smartphone Vivo 5G

• Main Author: Ifan Ramadhan, - (Author)
• Format: Book
• Published: 2024-01-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Penelitian ini bertujuan memperoleh gambaran kredibilitas merek, celebrity endorser dan keputusan pembelian serta pengaruh kredibilitas merek dan celebrity endorser terhadap keputusan pembelian konsumen smartphone Vivo 5G. Penelitian ini menggunakan metode deskriptif dan verifikatif. Variabel bebas pada penelitian ini yaitu kredibilitas merek dan celebrity endorser serta variabel terikat yaitu keputusan pembelian. Teknik sampel pada penelitian ini menggunakan metode simple random sampling dengan jumlah responden sebanyak 349 responden. Teknik analisis yang digunakan pada penelitian ini yaitu menggunkan regresi linier berganda. Hasil temuan pada penelitian ini menyatakan bahwa gambaran kredibilitas merek, celebrity endorser dan keputusan pembelian berada pada kategori cukup baik. Kredibilitas merek dan celebrity endorser berpengaruh positif terhadap keputusan pembelian. Temuan ini menunjukkan bahwa kinerja kredibilitas merek dan celebrity endorser yang dimiliki Vivo akan meningkatkan keputusan pembelian konsumen smartphone Vivo 5G. This study aims to obtain an overview of brand credibility, celebrity endorser, and purchase decisions, as well as the influence of brand credibility and celebrity endorser on the purchase decisions of Vivo 5G smartphone consumers. This research uses descriptive and verification methods. The independent variables in this study are brand credibility and celebrity endorser, and the dependent variable is the purchase decision. The sampling technique in this study uses simple random sampling with a total of 349 respondents. The analysis technique used in this study is multiple linear regression. The findings of this study state that the brand credibility, celebrity endorser, and purchase decision are in the category of quite good. Brand credibility and celebrity endorser have a positive influence on purchase decision. This finding indicates that the performance of brand credibility and celebrity endorser owned by Vivo will enhance the purchase decision of Vivo 5G smartphone consumers.

Item Description

http://repository.upi.edu/115726/6/S_MBS_1904892_Tittle.pdf
http://repository.upi.edu/115726/9/S_MBS_1904892_Chapter1.pdf
http://repository.upi.edu/115726/10/S_MBS_1904892_Chapter2.pdf
http://repository.upi.edu/115726/11/S_MBS_1904892_Chapter3.pdf
http://repository.upi.edu/115726/12/S_MBS_1904892_Chapter4.pdf
http://repository.upi.edu/115726/8/S_MBS_1904892_Chapter5.pdf
http://repository.upi.edu/115726/7/S_MBS_1904892_Appendix.pdf