Pengaruh Celebrity Endorser dan Brand Awareness terhadap Keputusan Pembelian Es Teh Indonesia di Kota Bekasi

Arianto, Nabila Salsa (2024) Pengaruh Celebrity Endorser dan Brand Awareness terhadap Keputusan Pembelian Es Teh Indonesia di Kota Bekasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this research is to determine the influence of Celebrity Endorser and Brand Awareness on Purchase Decisions for Indonesian Iced Tea in Bekasi City. This research method uses a quantitative approach. The population used in this research is consumers who have purchased Indonesian
Iced Tea drinks in Bekasi City at least once. The sampling technique used in this research used purposive sampling with a sample size of 100 respondents. The primary data in this research was by distributing questionnaires to consumers who had purchased Indonesian Iced Tea products, then processed using the Statistical Product and Service Solutions (SPSS) version 25 program. The results of this study showed
that celebrity endorsers had a positive and significant influence on purchasing decisions (ꞵ₁ = 0.316; t count 3.765; sig 0.000). Brand awareness has a positive and significant effect on purchasing decisions (ꞵ₂ = 1.189; t count 9.839 sig 0.000). Obtained Fcount of 141.611 sig 0.000 where 74.0% of purchasing decisions for Indonesian Ice Tea are influenced by celebrity endorser and brand awareness variables while the remaining 26.0% are influenced by other factors not examined in this research.
Keywords: Celebrity Endorser; Brand Awareness; Purchase Intention

Item Type:	Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1))
Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi:	Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Mulyanti, Kurniawati 0411046701
Keywords / Kata Kunci:	Celebrity Endorser; Brand Awareness; Purchase Intention.
Subjects:	Manajemen Keuangan Manajemen Pemasaran Manajemen
Faculty:	Fakultas Ekonomi > Manajemen S1
Depositing User:	Mis Nabila salsa
Date Deposited:	26 Apr 2024 07:39
Last Modified:	26 Apr 2024 07:39
URI:	http://repository.umindonesia.ac.id/id/eprint/5230

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