Intania, Imelda (2014) PENGARUH CELEBRITY ENDORSER DAN MEDIA SOSIAL TERHADAP PURCHASE INTENTION PADA PRODUK SHAMPOO PANTENE DI UNIVERSITAS TARUMANAGARA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
This study was conducted to determine the effect from the celebrity endorser and social media to purchase intention. The population is students of Tarumanagara University who have used Pantene in the past six months. The sampling frame for this research was limited to 130 students of Tarumanagara University. The purposive sampling methods used in this research. The methods of data collection conducted by distributing questionnaires to 130 respondents but only 123 questionnaires are return. The findings of this research showed three results. First, celebrity endorser have a significant effect partially to purchase intention partially with 95% probability level. Second, social media have a significant effect partially to purchase intention partially with 95% probability level. Finally, celebrity endorser and social media have a significant effect simultaneously to purchase intention with 95% probability level.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 08 Jun 2021 03:19 |
| Last Modified: | 29 May 2023 06:45 |
| URI: | http://repository.untar.ac.id/id/eprint/30742 |
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