PENGARUH CELEBRITY ENDORSER PASHA"UNGU" TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO BLACK ID BANDUNG

Koswara, Enjang (2007) PENGARUH CELEBRITY ENDORSER PASHA"UNGU" TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO BLACK ID BANDUNG. Diploma thesis, Universitas Komputer Indonesia.

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Abstract

Bandung City is one of centre of Distro and Clothing. Becouse increasing the company in this field, so grow the competitive competition among the company. There fore Distro Black ID company promote by using celebrity endorser, an advertisment with public figure or famous person as message communicator that will be influence the decision of consument to buy becouse of their achievement and love of consument. And Consumers purchese decision is a prsocess that passed by consumers to decide the purchese. The purchese of this reserch is to know respond of responden to Celebrity Endorseer Pasha “Ungu” on Black ID Distro Bandung. To know consumers purchesing decision at Black ID Distro Bandung. And to know the influencce of Celebrity Endorser Pasha “Ungu” on consumers purchesing decision at Black ID Distro Bandung. Sampel use is 100 respondent people. Compose data with qualitative analysis method and quantitative analysis. Data quality tes with validity tes and realibility. And to know relation between X variabel and Y variabel writer use Rank Spearman correlation analysis and coefficient determination with hypotesis tes, From test result, know that there are a strong relation between Celebrity Endorser Pasha “Ungu” on Consumers purchesing decision with correlation value r = 0,737. The influence of Celebrity Endorser Pasha “Ungu” on consumers puchasing decision is 54,31%, while rest are 45,69 % influenced by other factor. Hyfotesis tes correlation resulted t count = 10,798 whele t table = 1.979, so t count > t table. So H1 accepted or there is an influnce between Celebrity Endorser Pasha “Ungu” on Consumers Purchese Decision at Black ID Distro Bandung.

Item Type: Thesis (Diploma)
Subjects: S1-Final Project > Fakultas Ekonomi Bisnis > Manajemen > 2007
Divisions: Universitas Komputer Indonesia > Fakultas Ekonomi
Universitas Komputer Indonesia > Fakultas Ekonomi > Manajemen (S1)
Depositing User: M.Kom Taryana Suryana
Date Deposited: 16 Nov 2016 07:47
Last Modified: 16 Nov 2016 07:47
URI: https://repository.unikom.ac.id/id/eprint/11112

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