Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Rasional Scarlett Whitening dengan Kepercayaan Konsumen dengan Variabel Intervening

Wibowo, Rian Indra (2024) Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Rasional Scarlett Whitening dengan Kepercayaan Konsumen dengan Variabel Intervening. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

The development of free trade has created increasingly fierce business competition, which has encouraged companies to become more creative in carrying out their business activities. Currently, the market is characterized by the existence of various new products and services with innovation continuing to develop. The company makes various efforts to increase sales and meet customer needs and increase trust. Scarlett Whitening is a beauty product that is quite popular in Indonesia, as seen from its high sales figures and is able to beat foreign products. To maintain quality, it is necessary to evaluate and improve several promotional efforts that have been carried out, such as Celebrity Endorsers and Brand Image, faced with purchasing decisions and consumer trust as intervening variables. This research aims to determine the influence of Celebrity Endorsers and Brand Image on purchasing decisions with consumer trust as an intervening variable. This type of research is quantitative. Data is presented through questionnaires distributed to 150 student representatives throughout Indonesia using the SEM PLS method for testing and hypothesizing. The results of this research show that there is no influence between Celebrity Endorsers on consumer trust and purchasing decisions. Brand Image has a positive and significant effect on consumer trust and purchasing decisions. Consumer trust has a positive and significant effect on purchasing decisions. Celebrity Endorsers have no influence on purchasing decisions through consumer trust. Brand Image has a positive and significant effect on purchasing decisions through consumer trust.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Celebrity Endorser, Brand Image, purchasing decisions and consumer trust
Subjects:	Marketing > Branding (Marketing) Management Research > Market Orientation Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Rian Indra Wibowo
Date Deposited:	20 May 2024 07:18
Last Modified:	20 May 2024 07:18
URI:	https://repository.bakrie.ac.id/id/eprint/9493

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