Pengaruh Celebrity Endorsement dan Perceived Advertising Value terhadap Keputusan Pembelian di Fore Coffee

Leonardo, Leonardo (2020) Pengaruh Celebrity Endorsement dan Perceived Advertising Value terhadap Keputusan Pembelian di Fore Coffee. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract The purpose of this research is to determine the effect of celebrity endorsement and perceived advertising value on purchase decisions at Fore Coffee. The author conducted this research by distributing the questionnaries to a sample of 170 people who have made a purchase at Fore Coffee in Jakarta. The questionnaries distributed through google form. Data analysis techniques using SEM through the LISREL 8.70 software. The results of this study found that both dependent variables namely celebrity endorsement and perceived advertising value had a significant effect on purchase decisions. From the two dependent variables, perceived advertising value has more effects than the celebrity endorsement for purchasing decisions at Fore Coffee. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorsement dan perceived advertising value terhadap keputusan pembelian di Fore Coffee. Penulis melaksanakan penelitian ini dengan menyebarkan kuesioner kepada sampel sebanyak 170 orang konsumen yang pernah melakukan pembelian di Fore Coffee di Jakarta. Kuesioner disebarkan melalui google form. Teknik analisis data menggunakan SEM melalui aplikasi LISREL 8.70. Penelitian ini memperoleh hasil bahwa kedua variabel dependen yaitu celebrity endorsement dan perceived advertising value memberikan pengaruh yang signifikan terhadap keputusan pembelian. Dari kedua variabel dependen tersebut, perceived advertising value berpengaruh lebih besar dibandingkan dengan variabel celebrity endorsement terhadap keputusan pembelian di Fore Coffee. Keywords advertising; celebrity endorsement; perceived advertising value; purchase decisions

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: FIKOM Perpus
Date Deposited: 25 Aug 2021 05:47
Last Modified: 25 Aug 2021 05:47
URI: http://repository.untar.ac.id/id/eprint/21680

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