PENGARUH HARGA, TAMPILAN PRODUK, DAN CELEBRITY ENDORSER DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN BRAND FASHION LOKAL DI JAKARTA TIMUR

• Main Author: Muhammad Naufal Labib (Author)
• Format: Book
• Published: 2022-12-29.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Fashion is a culture that is never separated from the times. The times always make changes in fashion to make fashion a culture in life. This study uses a quantitative method. Generation Z, aged 16-24 years and living in East Jakarta, is the population in the study. Sampling using purposive sampling method with as many as 100 respondents. Data analysis techniques were carried out using descriptive and inferential analysis with Partial Least Square (PLS) using the SmartPLS 3.0 test tool. The results showed that price, product appearance and celebrity endorser had a significant and positive effect on purchasing decisions for local fashion brands in East Jakarta. Based on the statistical T test, the price variable shows a value, the product display variable shows a value and the celebrity endorser variable shows a value. This means that the variable price, product appearance and celebrity endorsers increase and influence purchasing decisions.

Item Description

http://repository.upnvj.ac.id/22907/1/ABSTRAK.pdf
http://repository.upnvj.ac.id/22907/3/AWAL.pdf
http://repository.upnvj.ac.id/22907/2/BAB%201.pdf
http://repository.upnvj.ac.id/22907/4/BAB%202.pdf
http://repository.upnvj.ac.id/22907/5/BAB%203.pdf
http://repository.upnvj.ac.id/22907/6/BAB%204.pdf
http://repository.upnvj.ac.id/22907/7/BAB%205.pdf
http://repository.upnvj.ac.id/22907/8/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/22907/10/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/22907/11/LAMPIRAN.pdf
http://repository.upnvj.ac.id/22907/14/HASIL%20PLAGIARISME.pdf
http://repository.upnvj.ac.id/22907/13/ARTIKEL%20JURNAL.pdf