Pengaruh Credibility dan Attractiveness Celebrity Endorser Chelsea Islan Terhadap Minat Beli Produk Smartphone Oppo

Masure, Leonardo (1552269) (2019) Pengaruh Credibility dan Attractiveness Celebrity Endorser Chelsea Islan Terhadap Minat Beli Produk Smartphone Oppo. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari credibility dan attractiveness Celebrity Endorser Chelsea Islan terhadap minat beli Konsumen produk smartphone OPPO. Sampel data penelitian bersumber dari data primer yang dikumpulkan melalui penyebaran kuesioner dan sampel yang digunakan dalam penelitian ini terdiri dari 75 responden yang saat ini tinggal di Kota Bandung. Metode analisis data penelitian yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa credibility secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen, sedangkan attractiveness tidak memiliki pengaruh yang signifikan terhadap minat beli konsumen produk smartphone OPPO .

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: celebrity endorser, attractiveness
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Perpustakaan Maranatha
Date Deposited: 08 Dec 2021 02:51
Last Modified: 08 Dec 2021 02:51
URI: http://repository.maranatha.edu/id/eprint/28921

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